engagement rate

Users react strongly to interactive videos. The opportunity to click on areas of a video in real time offers both a compelling proposition and a very time-efficient way of accessing content.

‘Engagement’ expresses the level of attention an ad draws from a user – weighing up how effective it is in the real world. The measurement takes into account the overall interaction rate; specific interaction with video objects; and viral effects such as video sharing or emailing. Of course the final click-through rate is taken into account too.

The 29% engagement rate we have measured for interactive video ads was observed in some leading brands’ campaigns that used Coull technology. We measured how many actions users took within a video ad (other than starting the video) and engagement was then calculated with this simple formula:

Engagement Rate = (Qualifying visits/Total number of visits) x100
 
A 29% engagement rate is in stark contrast to older technologies. Figures from Doubleclick suggest that static banners have dropped to response rates around 0.18% and standard video ads, while better, are still lagging behind at more like 12%. Interactive video gives you real impact and it’s easy to create, upload and manage using Coull Engage.