This is the finding of a new study by social advertising network Lotame, which compared the figures from over 100 of its 2008 marketing campaigns to those produced by Google's DoubleClick. 

 

It found that rates for adverts on non-social media websites - such as the Huffington Post - were higher, however the figure increased when interaction with adverts was taken into account. 

 

The data showed that 68 per cent finished watching in-page videos that were found on social networking sites, compared to 62 per cent of the DoubleClick statistics. 

 

Lotame noted that companies that want to increase their click-through rates should consider using in-page video adverts that do not expand, while higher interaction rates can be boosted by using expandable formats - both with and without video - and by avoiding formats that require internet users to click in order to instigate interaction. 

 

Finally, leaderboard-format adverts were highlighted as being the primary advertising size for rich media format creatives. 

 

Research by GroupM recently concluded that online video has overtaken social media to become the new "digital darling" for online marketing companies, partially due to the fact that consumers are beginning to watch more video being broadcast online.