Click through rate is dead… Long live the interaction rate. That’s what the sixth question of the FAQ is about: What does interaction rate tell me about the impact of my campaign?
I received a sectorial list of the average click through rates versus the average interaction rate from eyeblaster. Interaction rate covers several things: CTR, ad duration, custom interactions, close, full-play and replay rates. We see on this list that the average Interaction rate is more than 5 times higher than the average CTR (5,56% versus 1,03%) and even 17 times automotive sector (8,86% versus 0,54%).
In 2006, Millward Brown concluded that interaction influences ad recall: 20% if we see, 20% if we hear, 70 if we see and hear and 85% if we see, hear and interact (I found those figures on a presentation mentionning The Millward Brown source. Unfortunatly, I couldn’t find the original report)
As a conclusion, I would say that in rich media, interaction indicates the potential of an advertising to be remembered.