An interesting piece on the success rate of video advertising is explained by HotelView.com about the advantages of video guides:
In Internet terms, video is considered “rich media” because it provides a sensory-rich experience, delivering information in an entertaining way. Video on the Internet, once requested (by clicking on the “video tour” icon) presents its content to the end user without them having to make decisions, or interact in any other way.
Over the last few years, rich media advertising has grown in popularity among advertisers. Industry metrics consistently indicate that the average click-through conversion rate on traditional banner ads is less than 1%. For rich media like HotelView, available metrics indicate that the average “Book It” conversion rate ranges from 8% to 12% of an ever expanding browsing public.
There you have it. No more procrastinating now about whether a video guide is better than placing a traditional banner on a web site. The answer is obvious just as we stated in our previous blog entry: ‘Hotel videos…