If a 9% margin means a lot to your bottom line, you might want to consider the results of a new study that takes a look at how viewers are watching interactive video on demand (VOD) advertisements on websites.

According to the results of a recent PointRoll Video Benchmark Study, 78% of viewers completed 100% of interactive video ads, compared to 69% who completed 100% in-stream ads without interactive features or elements.

The study, which took place between April and December 2011, also found that interaction rates for in-stream video ads were more than three times higher than in-banner video ads, where users took action within the ad.

Among the types of companies that were top performers in interactive stream ads were automotive, entertainment and non-profit.

Consumer electronics manufacturers, telecommunications companies and consumer goods manufacturers were some of the top performers for in-stream video ads that were not interactive.

“Our research supports how valuable these ads can be in helping advertisers to achieve ROI on their video campaigns. Advertisers should expand campaigns across digital platforms and consider video ads as a tool. They should also consider interactivity as a feature in their video ads,” says PointRoll CEO Rob Gatto.

Looking to add video to your website? Contact On-Target! Marketing & Advertising, a Houston Advertising Agency.