U.K. dance music company Ministry of Sound is boasting strong success with its online advertising.

Video-clip ads, also known as pre-roll ads, hosted on the independent U.K. music firm's Website are achieving click-through rates of 5%-9%, the MoS says.

This compares with the U.K. industry average of 0.18% for standard banner ads, according to figures by European interactive marketing consultancy Ad:Tech.

Since April, MoS has been selling ad space around the music videos featured on its online TV service Ministryofsound.com/TV.

The company says the service, which also features videos of live events, artists and DJ interviews, has been recording more than 500,000 views a month.

"When the creative and the advertiser are a perfect fit to our Web site audience, the level of interaction can smash click throughs for banner advertising and deliver truly staggering results," said Jim Haysom, MoS' head of digital sales, in a statement.

The site has attracted blue chip advertising clients including soft drinks giant Coca-Cola Co. and U.K. commercial TV channel Five TV.

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