Back in June 2009, Google’s Double Click and Dynamic Logic published a groundbreaking report revealing the comparative performance of ad formats in online branding campaigns: The Brand Value of Rich Media and Video Ads. The bottom line: while simple Flash is currently the preferred format for online ads, it is largely outperformed by video ads.
The Research Report compares the performance of the four leading formats for online advertising: Image (GIF or JPG), Simple Flash, Rich Media Without Video and Rich Media With Video. For each of these formats, analysts dissected 4,000 online campaigns and rated them along five result-oriented metrics relevant to marketers and brand managers: Online Ad Awareness, Message Association, Aided Brand Awareness, Brand Favorability and Purchase Intent.
Results are loud and clear: if you are trying to promote your brand or sell a product, video beats Flash 5 to 15 fold.
Source and Copyright Double Click and Dynamic Logic, The Brand Value of Rich Media and Video Ads
With this in mind, expect a shift of online marketing budgets from Flash ads to video in the near future.
Historic and status-quo reasons aside, the current predominance of Flash ads has probably something to do with longer delivery time and higher costs of production for video. But here’s the good news: Stupeflix is here to change that!