Display Ad Benchmarks by Augustine Fou Digital Consigliere

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display ad ctr and cpm benchmarks

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Display Ad Benchmarks by Augustine Fou Digital Consigliere

  1. 1. Display Ads Benchmarks Big Portals Large audience Publisher/portal has more power CPM 10’s of dollars CTR 0.1% Ad Networks Facebook Lots of long-tail small websites Massive number of impressions Advertiser has more power “Junk” quality and super-low prices 1’s of dollars 0.01% 10’s of cents 0.001% Shift allocation to get more impressions or lower cost -1- Augustine Fou
  2. 2. UPDATE: March 2013 Mobile banner CTR is 8x higher than standard display ads But mobile display CPMs are lower than or equal to display ad CPMs Standard banner ad CTR = 0.10% Rich media banner CTR is 0.15% Mobile banner CTR is 0.87% In-stream (video) banner CTR is 1.03% Source: DG MediaMind March 2013 via MarketingCharts -2- Augustine Fou
  3. 3. Ad CTR Benchmarks 2013 Standard banner ads 0.1% Facebook ads 0.11% Rich media banner ads 0.12% Rich media expandable banners 0.19% Mobile banner ads 0.86% Mobile ads CTR vs display ads CTR Social gaming ads 3% Gaming value exchange ads 11% -3- Augustine Fou
  4. 4. CTR by Ad Format Source: DoubleClick Nov 2013 via SmartInsights -4- Augustine Fou
  5. 5. Interaction by Ad Format Source: DoubleClick Nov 2013 via SmartInsights -5- Augustine Fou
  6. 6. So What? “Advertisers should shift budget from display to search wherever possible for the greatest efficiency; within search, they should shift from paid search to organic search (SEO). Some advertisers who only need branding impressions can shift allocations to cheaper and safer sources of impressions – e.g. Facebook” - Dr. Augustine Fou -6- Augustine Fou
  7. 7. Related Articles Display Social Mobile Video Comparison By: Augustine Fou, August 2013 Benchmarking Display Ads vs Video Ads By: Augustine Fou, August 2013 Mobile Search vs Mobile Display By: Augustine Fou, August 2013 Display Ad Viewability / Viewable Rate By: Augustine Fou, June 2013 -7- Augustine Fou
  8. 8. Dr. Augustine Fou – Chief Digital Strategist “I advise clients on benchmarking and then optimizing their digital marketing activities, with a focus on search optimization and integration with the broader marketing mix.” 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/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou -8- Augustine Fou

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