8% of Web Surfers Interacting with Video Ads

A new study from Internet advertising service Doubleclick found that 8% of Web surfers are interacting with video ads via mouse-overs, expansions, and video control buttons. 0.32% of Web surfers are likely to click play an online video ad — roughly twice the number who would click through on a display ad banner.

Video ads are generating click-through rates from 0.4% to 0.74%, varying on the video format — compared to click-through rates between 0.1% and 0.2% for plain GIF or JPG image ads.