What is the fundamental difference in advertising performance between banner ads and video ads on Bilibili, regarding user engagement?

The fundamental difference in advertising performance between banner ads and video ads on Bilibili, regarding user engagement, is that video ads offer significantly higher potential for capturing and retaining user attention compared to static banner ads. Banner ads, being visually less prominent and often perceived as intrusive, tend to generate lower click-through rates and minimal engagement beyond a simple impression. Video ads, on the other hand, leverage motion, sound, and storytelling to create a more immersive and engaging experience, allowing advertisers to convey more information and build a stronger connection with viewers. This leads to higher click-through rates, longer view times, and increased brand recall. While banner ads may be suitable for simple brand awareness campaigns, video ads are generally more effective for driving meaningful engagement, such as website visits, app downloads, or product purchases.