©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
With video advertising the fastest-growing online ad format, brands need to pay close attention to their video ad campaigns. Ad server VINDICO found that marketers may be placing too much emphasis on clickthrough rates (CTR) to measure campaign performance. The study, which examined video ads served in the US in 2011, found that ad completion rate was a much more useful metric of ad effectiveness than CTR. And high CTRs for video ads are being misinterpreted as a sign of success, since many users are clicking on ads in an attempt to make them go away.