Interactive E-Commerce Advertising is the New Normal

Publishers also benefit from increased engagement rates for interactive ads which, according to DoubleClick, are often more than five times those of traditional rich media ads, regardless of vertical. Viewers spend more time with a video-driven ad, with up to 50 percent greater stickiness. This increase in engagement results in a prequalification of consumers, where clickthrough rates might not be higher, but their propensity to ultimately make purchases is markedly increased.