Digital Advertising Benchmarks

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Digital Advertising Benchmarks

  1. 1. Augustine Fou- 1 -Dr. Augustine Fouhttp://www.linkedin.com/in/augustinefouDigital AdvertisingBenchmarks
  2. 2. Augustine Fou- 2 -Display Ads
  3. 3. Augustine Fou- 3 -Display Ad CPMbenchmarksUPDATED May 21, 20135.3 trillion display ads served in 2012 (comScore)$7.7B display ad revenues in FY 2012 (IAB)= $1.45 CPM industry-wide display ad benchmark
  4. 4. Augustine Fou- 4 -Display AdvertisingBig Portals Ad Networks Facebook10’s of dollars 1’s of dollars 10’s of centsShift allocation to get more impressions or lower costLarge audiencePublisher/portalhas more powerLots of long-tailsmall websitesAdvertiser hasmore powerMassive number ofimpressions“Junk” quality andsuper-low pricesCPM0.1% 0.01% 0.001%CTR
  5. 5. Augustine Fou- 5 -Display Ad Global eCPMDisplay ad CPMs are in the $0.10 - $0.80 rangeSource: Turn, June 2013
  6. 6. Augustine Fou- 6 -Search Ads
  7. 7. Augustine Fou- 7 -Search Ads (SEM), SEOPaid/ SEM Organic$1 - $10 FREEShift allocation to get more clicks at lower costFor long tail,descriptivekeywordsFor brand termsand expensivekeywordsCPC1 - 5% 13 - 21%CTRSource: SlingShot SEO
  8. 8. Augustine Fou- 8 -Social Ads
  9. 9. Augustine Fou- 9 -Social ad CPMs are in the $0.10 - $0.50 rangeSocial Ad Global eCPM
  10. 10. Augustine Fou- 10 -Facebook Ad BenchmarksSource: WebTrends, January 2011NOTE: these figuresrefer to Facebookdisplay ads (bycategory)
  11. 11. Augustine Fou- 11 -Video Ads
  12. 12. Augustine Fou- 12 -Video ad CPMs are in the $8 - $12 rangeVideo Ad Global eCPMSource: Turn, June 2013
  13. 13. Augustine Fou- 13 -Mobile Ads
  14. 14. Augustine Fou- 14 -Mobile ad CPMs are in the $0.10 - $1.00 rangeMobile Ad Global eCPM
  15. 15. Augustine Fou- 15 -Mobile Ad CPM TrendsiPhone CPM $0.88iPod Touch CPM $0.96iPad CPM $1.16Android tablet CPM $0.53Android CPM $0.50Source: MoPub Q1 2013
  16. 16. Augustine Fou- 16 -iPhone CTR 1.7%iPod Touch CTR 2.2%iPad CTR 2.5%Android tablet CTR 1.0%Android CTR 1.1%Mobile Ad CTR TrendsSource: MoPub Q1 2013
  17. 17. Augustine Fou- 17 -Dr. Augustine Fou – Agency Czar“I advise clients on optimizing theirdigital spend and integratingacross channels.”FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)MCKINSEY CONSULTANTCLIENT SIDE / AGENCY SIDE EXPERIENCEPROFESSOR AND COLUMNISTENTREPRENEUR / SMALL BUSINESS OWNERPHD MATERIALS SCIENCE (MIT 95) AT AGE 23ClickZ Articles: http://www.clickz.com/author/1151/augustine-fouSlideshares: http://www.slideshare.net/augustinefouLinkedIn: http://www.linkedin.com/in/augustinefou
  18. 18. Augustine Fou- 18 -APPENDIX
  19. 19. Augustine Fou- 19 -Search Ad CPC benchmarks by IndustryMethodologyUsing Google KeywordTool, generate keywordsuggestions for eachindustry sector; thenaverage suggested CPCacross the top 200, 400, or800 keywords.

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