Research by Enquiro indicates that although display and video based ads beat text and advertorial ads for maximizing both engagement and advertising recall among business-to-business (B2B) prospects… they do not do as well in terms of manifesting purchase intent such as convincing B2B buyers to contact vendors.

In other words, it seems text and advertorial ads are more effective in getting B2B buyers to respond and take action, than display and video ads which may be more engaging.

During a 2007 study, Enquiro ran each ad format in a B2B online publication and used an eye-tracking test to see which ad resulted in prospects spending the most time looking at the ad (engagement), later remembering the ad (recall) and forming an intent to contact the vendor (intent).

Source: Gord Hotchkiss, The BuyerSphere Project, 2009, Enquiro Search Solutions Inc.

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