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Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
Digital Advertising Benchmarks
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Digital Advertising Benchmarks

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  • 1. Augustine Fou- 1 -Dr. Augustine Fouhttp://www.linkedin.com/in/augustinefouDigital AdvertisingBenchmarks
  • 2. Augustine Fou- 2 -Display Ads
  • 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. 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. Augustine Fou- 5 -Display Ad Global eCPMDisplay ad CPMs are in the $0.10 - $0.80 rangeSource: Turn, June 2013
  • 6. Augustine Fou- 6 -Search Ads
  • 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. Augustine Fou- 8 -Social Ads
  • 9. Augustine Fou- 9 -Social ad CPMs are in the $0.10 - $0.50 rangeSocial Ad Global eCPM
  • 10. Augustine Fou- 10 -Facebook Ad BenchmarksSource: WebTrends, January 2011NOTE: these figuresrefer to Facebookdisplay ads (bycategory)
  • 11. Augustine Fou- 11 -Video Ads
  • 12. Augustine Fou- 12 -Video ad CPMs are in the $8 - $12 rangeVideo Ad Global eCPMSource: Turn, June 2013
  • 13. Augustine Fou- 13 -Mobile Ads
  • 14. Augustine Fou- 14 -Mobile ad CPMs are in the $0.10 - $1.00 rangeMobile Ad Global eCPM
  • 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. 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. 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. Augustine Fou- 18 -APPENDIX
  • 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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