Digital ads more likely to increase web traffic

CEBU, Philippines - A newly released research conducted by MediaMind, the leading independent provider of integrated digital advertising revealed that advertisers who want to increase website traffic and sales should look into dynamic and flexible, eye-catching display ads.

MediaMind, which has a facility in Cebu, and maintains a headquarter in New York, found out through the study that out of users exposed to rich media, ads are far more likely to end up on an advertiser’s website to seek information about products or to complete a purchase.

The study examines 24,000 creatives with more than 12 billion impressions to discover how rich media and standard banners affect site visits.

To quantify the value added by rich media, MediaMind compared the share of users who ended up on the website after seeing rich media versus the share of users who ended up on the site after seeing standard banners.

The results also showed that users who have last seen a rich media ad are about three times more likely to browse to the advertisers’ website versus those who have last seen a standard banner.

Likewise, advertisers who added video to the banner boosted site visits six-fold compared to standard banners.

For direct response, the study showed that users are four times more likely to click and visit the advertiser’s site after watching rich media ads compared to standard banners and are nine times more likely after viewing rich media and video.

“Advertisers seek to maximize ROI [return of investment] for every marketing dollar spent,” said Gal Trifon, general manager of MediaMind.

“By investing in more engaging experiences powered by rich media and video, advertisers increase the chance that consumers will spend valuable time with their brand,” he added.

MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats, including riche media, in-stream video, display search.

The company’s platform runs digital campaigns for 11,000 brand advertisers annually in 75 countries worldwide.

Recently, MediaMind announced its move to expand its operations in Cebu, taking advantage of the rich pool of creative talents in the province.

“Our decision to expand the service center in the Philippines [Cebu] stems from our positive experience here over the past year. The high quality technical experience and knowledge of local employees combined with the central location of Cebu enables us to provide round-the-clock support to leading advertising brands worldwide,” said Tamir Atar, vice president for MediaMind’s online support.

The Cebu facility provides 24/7 customer support to thousands of creative agencies and media agencies worldwide utlizing the company’s digital advertising platform.

In 2011. MediaMind delivered campaigns for approximately 11,000 brand advertisers, servicing approximately 4,300 media and creative agencies across approximately 11,500 global web publishers in 75 countries.  (FREEMAN)