Research suggests that adding rich media or video to banner ads can improve engagement and clickthrough rates.
MediaMind found that web users in North America who were exposed to a campaign that included rich media display ads were nearly three times as likely as those who saw only standard banners to end up at a marketer’s website—either by clicking on the ad directly or by navigating to the site at a later date. Those exposed to banners that included online video were about 5.6 times as likely to visit a marketer’s site as those exposed to standard banners.
Rich media and video made users significantly more likely to click directly on display ads—in the case of video, the likelihood of clicking on an ad went up more than ninefold.
Read more on this study at emarketer.