Digital ad firm Eyeblaster has found lower engagement with video ads placed on social media and casual game sites, reports Adweek. The firm measured interaction and time spent with video ad campaigns it conducted over the course of the past year. It found video ads boost engagement overall when compared to other forms of digital advertising, but don’t perform as well on social nets and casual game sites. The firm says the amount of time spent browsing is the problem for social sites, where users were seen moving much more quickly between pages. Most video ads need users to remain on a web page for a period of time in order to auto-start. With casual gaming sites, Eyeblaster found that people are too focused on playing the game to stray their attention towards other content.
The Eyeblaster report is linked in the article. Read more at Adweek.
