Digital Advertising Benchmarks 2014 by Augustine Fou

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Digital ad benchmarks, most update info from multiple sources.

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Digital Advertising Benchmarks 2014 by Augustine Fou

  1. 1. Augustine Fou- 1 - Digital Advertising Benchmarks 2014 Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com March 2014
  2. 2. Augustine Fou- 2 - Performance Benchmarks
  3. 3. Augustine Fou- 3 - Click-Through Rate by Device Source: Marin, Q4 2014 [PDF]
  4. 4. Augustine Fou- 4 - Conversion Rate by Device Source: Marin, Q4 2014 [PDF]
  5. 5. Augustine Fou- 5 - Cost-per-Click by Device Source: Marin, Q4 2014 [PDF]
  6. 6. Augustine Fou- 6 - Display Ads
  7. 7. Augustine Fou- 7 - Display Advertising Range Big Portals Ad Networks Facebook 10’s of dollars 1’s of dollars 10’s of cents Shift allocation to get more impressions or lower cost Large audience Publisher/portal has more power Lots of long-tail small websites Advertiser has more power Massive number of impressions “Junk” quality and super-low prices CPM 0.1% 0.01% 0.001%CTR
  8. 8. Augustine Fou- 8 - Display Ads Share by Device Source: Marin, Q4 2014 [PDF]
  9. 9. Augustine Fou- 9 - Display ad CPMs are in the $0.10 - $0.80 range Display Ad Global eCPM Source: Turn, October 2013
  10. 10. Augustine Fou- 10 - Display Ad CTR Trend Source: Google, March 2014 Display ad CTR average 0.20%
  11. 11. Augustine Fou- 11 - Display Ad CPCSource: Wordstream, Feb 2014 Display ad CPC ranges from $0.28 - $1.03
  12. 12. Augustine Fou- 12 - Search Ads
  13. 13. Augustine Fou- 13 - Search Ads (SEM), SEO Paid/ SEM Organic $1 - $10 FREE Shift allocation to get more clicks at lower cost For long tail, descriptive keywords For brand terms and expensive keywords CPC 1 - 5% 13 - 69%CTR Source: SlingShot SEO
  14. 14. Augustine Fou- 14 - Search Ads Share by Device Source: Marin, Q4 2014 [PDF]
  15. 15. Augustine Fou- 15 - Search Ad CPCSource: Wordstream, Feb 2014 Search ad CPC ranges from $0.29 - $3.09
  16. 16. Augustine Fou- 16 - Social Ads
  17. 17. Augustine Fou- 17 - Social Ads Share by Device Source: Marin, Q4 2014 [PDF]
  18. 18. Augustine Fou- 18 - Facebook Ad CTR by Industry Source: Salesforce.com via BusinessInsider Mar 2013 Average Click Through Rates ranged from 0.03% - 0.92% Global average was 0.28% CTR
  19. 19. Augustine Fou- 19 - Social ad CPMs are in the $0.10 - $0.50 range Social Ad Global eCPM
  20. 20. Augustine Fou- 20 - Facebook Ad Benchmarks Source: WebTrends, January 2011 NOTE: these figures refer to Facebook display ads (by category)
  21. 21. Augustine Fou- 21 - Facebook Ads
  22. 22. Augustine Fou- 22 - Facebook Page Like Campaign CTR benchmarks Cost per like benchmarks Page Like Ad Campaign Cost per like: $1.49
  23. 23. Augustine Fou- 23 - Facebook Site Click Campaign CTR benchmarks Cost per click benchmarks Average click through rate 0.042% Site Click Ad Campaign Cost per click: $0.78 CTR: 0.042%
  24. 24. Augustine Fou- 24 - Twitter Ads
  25. 25. Augustine Fou- 25 - Promoted Tweets Engagement Rates 0.33% - 1.02% Cost per Engagement $0.26 - $0.43
  26. 26. Augustine Fou- 26 - Promoted Account Cost per Follow $2.26 Follow Rate 0.35%
  27. 27. Augustine Fou- 27 - LinkedIn Sponsored Posts Benchmark
  28. 28. Augustine Fou- 28 - $3 average CPC cost per click Average CPC, Social actions Source: Marketing Science, April 2014
  29. 29. Augustine Fou- 29 - Video Ads
  30. 30. Augustine Fou- 30 - 60% Video ad CPMs are in the $8 - $12 range Video Ad Global eCPM Source: Turn, October 2013
  31. 31. Augustine Fou- 31 - StumbleUpon Paid Discovery
  32. 32. Augustine Fou- 32 - 15 cent eCPVs Effective Cost per View (eCPV) Source: Marketing Science, April 2014 StumbleUpon is for discovery of new things
  33. 33. Augustine Fou- 33 - Mobile Display Ads
  34. 34. Augustine Fou- 34 - 61% of Mobile ad CPMs are in the $0.10 - $1.00 range Mobile Ad Global eCPM Source: Turn, October 2013
  35. 35. Augustine Fou- 35 - http://appflood.com/blog/2014/1/ Mobile eCPMs range from $0.35 - $4.45 Average eCPM is $2.00 Mobile eCPM – Holiday 2013
  36. 36. Augustine Fou- 36 - Mobile Ad CPM Trends iPhone CPM $0.88 iPod Touch CPM $0.96 iPad CPM $1.16 Android tablet CPM $0.53 Android CPM $0.50 Source: MoPub Q1 2013
  37. 37. Augustine Fou- 37 - 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 Trends Source: MoPub Q1 2013
  38. 38. Augustine Fou- 38 - Mobile Search Ads
  39. 39. Augustine Fou- 39 - Tablet CPCs are virtually the same as desktop CPC Smartphone CPCs are half of desktop CPCs Mobile CPC vs Desktop CPC Source: RKG July 2013 Tablet CPC is practically the same as desktop CPC
  40. 40. Augustine Fou- 40 - Mobile CPC By Device Source: Kenshoo, April 23, 2013
  41. 41. Augustine Fou- 41 - Mobile Paid Search Spend Source: Kenshoo, April 23, 2013
  42. 42. Augustine Fou- 42 - Desktop eCPM is $3.50 Mobile eCPM is $0.75 2012 Mobile CPM by Category Source: Mary Meeker KPCB May 2012
  43. 43. Augustine Fou- 43 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing their digital spend and integrating marketing across channels and tactics. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustinefouslideshares Bio: http://linkd.in/augustinefou LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou
  44. 44. Augustine Fou- 44 - Related Articles Augustine Fou- 44 - http://www.slideshare.net/augustinefou/size-of-tv-advertising-vs-digital- marketing-by-augustine-fou http://www.slideshare.net/augustinefou/effectiveness-of-digital-ads-by- augustine-fou http://www.slideshare.net/augustinefou/sizing-digital-ad-fraud- investigation-by-augustine-fou http://www.slideshare.net/augustinefou/optimization-pyramids-for-digital- ads-by-augustine-fou
  45. 45. Augustine Fou- 45 - APPENDIX
  46. 46. Augustine Fou- 46 - Click Through Rates (CTRs) of Digital Ads with sub-types Search Display Social Ads are based on keyword typed by user, served at the moment they are looking for info. Display ads are served next to content that the user is interested in. Display ads with massive number of impressions; “Junk” quality and super-low prices and CTRs 1-10% 0.01-0.1% 0.001-0.01%CTR Organic Paid 10-90% Portals Network 0.1-1%
  47. 47. Augustine Fou- 47 - Search Ad CPC benchmarks by Industry Methodology Using Google Keyword Tool, generate keyword suggestions for each industry sector; then average suggested CPC across the top 200, 400, or 800 keywords.
  48. 48. Augustine Fou- 48 - U.S. Paid Search Benchmarks Source: Marin Software via MarketingCharts March 20, 2014

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