Internet users spend more time interacting with video ads than image ads, according to a new study from DoubleClick today.

Users typically play video ads two-thirds of the way through and they are twice as likely to click “play” on a video ad than they are to click on an image ad at all, DoubleClick reported.

The caveat is that overall interaction rates are still quite low. Consumers play video ads 0.32 percent of the time and click on image ads between 0.1 and 0.2 percent of the time.

Most video ads are 30 seconds long, the study found.

DoubleClick provides online advertising metrics.

(Editor: Romanelli)