Source: Marketingcharts

According to results from a PointRoll study that compared campaign results in the US from April to December 2011, Automotive was the top vertical across interactive in-stream ads, boasting a 12.29% interaction rate, far ahead of non-profit organizations, which followed with a rate of 2.46%. The automotive vertical also posted the best 50% completion rate (88.9%), 75% completion rate (84.6%) and 100% completion rate (80.66%).

Consumer goods manufacturers led all verticals in click-through rates (1.17%), followed by non-profit organizations (0.99%) and retail (0.81%).

For in-stream ads that did not include interactivity, insurance led all verticals with a 1.54% click-through rate (CTR), followed by telecommunications (1.34%) and consumer electronics manufacturers (1.19%). Consumer goods manufacturers posted the best completion rates, with 98.6% of viewers completing 25%, 97.7% completing 50%, 97.1% completing 75%, and an impressive 98.8% completing 100%. By contrast, just 9% of viewers completed 100% of a restaurants and food service vertical ad, and only 25.8% completed a full automotive ad.

Other findings:

Total CTR for in-banner video ads was 0.12%. Banner CTR was 0.05% and panel CTR was 0.21%.