Digital video advertising is nearly twice as effective (1.7 times) in product purchases versus image or text ads, according to YuMe, an ad tech company. The results are from a research study with 1,000 respondents.
Some 66% of digital video viewers took action after seeing a digital video ad, with 25% making a purchase and 74% doing so in the past month.
Recall is also strong with video -- 73% of respondents remember video more than other types of content. They are two times more likely to tell others about a video ad than an image or text ads.
Emotional engagement is another strong factor. YuMe says 80% of respondents had an emotional reaction while watching an ad and over 50% of digital video viewers are more likely to pay attention than with other digital media formats.
Digital media video is projected to continue to grow by double-digit percentages in the coming years, to reach $16.69 billion by 2020, according to eMarketer.
It is expected that digital video advertising revenue will hit $9.84 billion this year -- growing nearly 20% by 2017 and totaling $11.72 billion.