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TELECOMThe comprehensive guide on    how to leave an    effective message                                                 ...
MediaMind Research  Telecom Advertising in 6 Points  Telecom is the second largest vertical in online spending. Advertiser...
The comprehensive guide on how to leave an effective message      Table of Contents                  4   Telecom in Six Po...
The comprehensive guide on how to leave an effective messageTelecom in Six Points                          1        Teleco...
The comprehensive guide on how to leave an effective messageSpending on Advertising for TelecomFor an industry whose main ...
The comprehensive guide on how to leave an effective message                          Chart 2: Telecom - Second Highest Ve...
The comprehensive guide on how to leave an effective messageMeasuring Online DisplayTo measure the full effect of display ...
The comprehensive guide on how to leave an effective messageOut of every one million impressions that are served, 70K impr...
The comprehensive guide on how to leave an effective messageDirect Response AdvertisingThe analysis in Chart 4 exhibits th...
The comprehensive guide on how to leave an effective messageAd Size and Performance: Is Bigger Better?Not necessarily. Whi...
The comprehensive guide on how to leave an effective message     Advertising mobile on mobile     If you already have a mo...
The comprehensive guide on how to leave an effective messageBranding for TelecomAn analysis of upper funnel Dwell metrics ...
The comprehensive guide on how to leave an effective message                                                              ...
The comprehensive guide on how to leave an effective message     How to get users to say YES! to 4G     “Good things happe...
The comprehensive guide on how to leave an effective messageReach and FrequencyIn Telecom campaigns, giving the right offe...
Conclusion Telecom is the second largest vertical in terms of ad spending and the second highest in terms of ad engagement...
Telecom Benchmarks for Australia and New Zealand - Q3 2010 to Q2 2011                                                     ...
Telecom Benchmarks for Latin America - Q3 2010 to Q2 2011                                                                 ...
Telecom Benchmarks for South Asia - Q3 2010 to Q2 2011                                                                    ...
Telecom Benchmarks for Argentina - Q3 2010 to Q2 2011                                                                     ...
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
Media mind telecom_2011
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Media mind telecom_2011

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Transcript of "Media mind telecom_2011"

  1. 1. TELECOMThe comprehensive guide on how to leave an effective message Discover. Understand. Engage. ® 2011 MediaMind Inc. All rights reserved.
  2. 2. MediaMind Research Telecom Advertising in 6 Points Telecom is the second largest vertical in online spending. Advertisers are expected to spend more than $4 billion on online advertising in 2011, according to eMarketer. Here are six points that every Telecom advertiser should know. 1 ! Getting a reply For every 1 million 7.03 % impressions > This is the average interactive performance 70K are dwelled > that Telecom advertisers achieved this year 1,800 impressions are clicked 0.53 % 0.47 % 0.18 % 2.59 % 0.06 % Impression with any Click through Post click Post impression Total conversion } interaction rate rate conversion rate conversion rate rate Dwell Rate 2 3 7.48 % Telecom 7.93 % Conversion rate by Sports frequency 0.40% 120,000 Users are most likely to convert Second highest 1 Average during the first 3 7.13 % on engagement exposures to a Retail Telecom campaign Unique users (‘000) rate Conversion 3 Telecom 2 0.0% 1 2 3 4 5 6 7 8 9 10 0 4 5 Conversion rate Unique users 0.40% What works whe re? Standa rd Banne rs - Finance and Home Entertainment and page are among the News are among best performers in the best performers Standard banners in Rich Media 100 Rich Media rate Auto Click through Average Entertainment HomePage Finance Dwell avgduration ( sec) News rage Social Network Ave News . Finance 0.0% 0.0% Conversion Rate 1.1% HomePage Entertainment Social Network Auto200,000 AD size and performance 0.14% 0 Dwell Rate 13% rate 6 Click through Click through rate Size in pixels Size in pixels 300x600 & 300x250 are the best performing Telecom Standard Banners 0 234 X 60 728 X 90 300 X 250 160 X 600 300 X 600 0 © 2011 MediaMind Inc. All Rights Reserved
  3. 3. The comprehensive guide on how to leave an effective message Table of Contents 4 Telecom in Six Points 5 Spending on Advertising for Telecom 7 Measuring Online Display 8 Movistar taps into soccer fever with a ‘Battle of the Tweets’ 9 Direct Response Advertising 10 Ad Size and Performance: Is Bigger Better? 11 Advertising Mobile on Mobile 12 Branding for Telecom 14 How to get users to say YES! to 4G 15 Reach and Frequency 16 Conclusion 17 Regional Benchmark Tables 20 Country Benchmark Tables 3
  4. 4. The comprehensive guide on how to leave an effective messageTelecom in Six Points 1 Telecom is the second highest vertical for user engagement and for advertising spending. 2 For every million impressions, 70K are dwelled and 1,800 impressions are clicked. For Telecom Standard Banners, the highest performing placements are in the Travel, 3 Technology, News, Entertainment and Finance sections. 4 The IM and Lifestyle placements achieve the highest Rich Media engagement. 5 300x600 and 300x250 are the best performing Telecom Standard Banners. 6 Users are most likely to convert during the first three exposures to a Telecom campaign. 4
  5. 5. The comprehensive guide on how to leave an effective messageSpending on Advertising for TelecomFor an industry whose main aim is to help people communicate, Telecom is doing an effective job communicating with its customers.According to eMarketer, Telecom is the second highest spender on display advertising after Retail. Chart 1: Telecom Online Advertising Spending Advertising Spending (billions)Source: eMarketer, US spending.In 2011, US Telecom advertisers are expected to spend over $4 billion on online advertising. Much of this spending is aimed at directresponse, attracting users to buy phones or sign up for services online. However, as many users still acquire phones and service via the oldfashioned brick and mortar outlets, Telecom branding still matters.Telecom is also the second highest vertical in terms of user engagement, which correlates nicely with its increased spending. Rich Mediaimpressions receive a Dwell Rate of 7%, which is higher than the 6.5% average. 5
  6. 6. The comprehensive guide on how to leave an effective message Chart 2: Telecom - Second Highest Vertical on Engagement Sports Telecom Electronics Retail Travel Health/Beauty Government/Utilities Consumer Packaged Goods Apparel Entertainment Corporate Services Medical Auto News/Media Financial Careers Gaming B2B Restaurant Tech/Internet Dwell RateSource: MediaMind Research, 2011, Global. 6
  7. 7. The comprehensive guide on how to leave an effective messageMeasuring Online DisplayTo measure the full effect of display advertising on users, advertisers Dwell provides an estimate of the share of impressions that wereshould follow the full advertising ecosystem from the exposure to seen by users with high likelihood. Users’ natural tendency is tothe conversion to understand what makes users tick. follow the mouse cursor movement with their eyes. Dwell measures the proportion of impressions that had a meaningful mouse-touch,Advertisers should be looking at a number of metrics. No one lasting more than one second. While there have been users whometric can encompass the full effect of online display advertising, have seen the ads and have not touched them with their mouse,from increasing awareness to the intent to purchase and the actual Dwell allows us to gauge the number of users that are very likelypurchase. Measuring the proportion of impressions that were engaged to see the ad.with, serves as a proxy for the branding effect of ads. To measurethe effectiveness of branding, MediaMind uses two metrics: Dwell For the purpose of this analysis, MediaMind Research analyzed theRate and Average Dwell Time. Dwell Rate measures the proportion results of nearly 21 billion Telecom impressions. Impressions wereof Rich Media impressions that were intentionally engaged with served by MediaMind between Q2 2010 and Q1 2011. This analysisby touch, interaction or click. Average Dwell Time measures the covers global data, unless noted otherwise.duration of a Dwell in seconds for users who engaged. In both Overall advertising performance for Telecom was analyzed by thecases, unintentional Dwell lasting less than one second is excluded. number of impressions served and how users responded to them. Chart 3: Advertising Performance for Telecom Rate Dwell Rate Impression Click Post Click Post Total with any Through Conversion Impression Conversion Interaction Rate Rate Conversion Rate Rate RateSource: MediaMind Research, 2011, Global. 7
  8. 8. The comprehensive guide on how to leave an effective messageOut of every one million impressions that are served, 70K impressions are Dwelled, or engaged with, by users for a meaningful amountof time (at least one second). About 26,000 impressions out of every million receive any interaction. And of out of the same one millionimpressions, 1,800 impressions are clicked on, while only 600 of these clicks end up in a conversion. An additional 4,700 impressions endup in a conversion by users who did not click on them, but rather searched or typed the URL. Overall, on average, one million impressionsyield 5,300 conversions.In addition, reach and frequency can tell advertisers how many users have been exposed to the campaign and for how many times.MediaMind offers the ‘Adjusted Unique’ metric, which statistically adjusts for the over-counting of users caused by cookie deletion andprovides a more accurate representation of reach. Movistar taps into soccer fever with a ‘Battle of the Tweets’ Movistar Imagenio inspired users by combining two winning ingredients—display advertising and soccer. The Spanish Internet television service launched a campaign that solicited interaction from thousands of fans as they enthusiastically used Twitter to support Real Madrid CF or FC Barcelona. Movistar covered the homepage of ElMundo.es, one of Spain’s largest newspapers, with the huge MastHead format, a large 990x250 format, which was débuted for the occasion. The banner encouraged users to take part in a ‘battle of the tweets’ and to watch a video introducing Imagenio Energía. Real-time tweets appeared in the ad for each team to see who has more ‘energy’. More than three hundred thousand users viewed Movistar’s video for the campaign “Imagenio Energía” in the ad. Spaniards responded in kind, with an average Dwell Rate of 17.3%, nearly three times the Spanish benchmark of 6%. On average, users spent 53 seconds engaging with the banner, far more than a 30 second TV spot. For the full case study, click here (http://bit.ly/BattleOfTheTweets). 8
  9. 9. The comprehensive guide on how to leave an effective messageDirect Response AdvertisingThe analysis in Chart 4 exhibits the CTR and Conversion Rate achieved The difference between clicks and conversions stems from Postby various site groups and online environments. Conversion Rate Impressions Conversions. These conversions come from users whoincludes both Post Click and Post Impression Conversions. For direct were exposed to the campaign, did not click on the ad, but wentresponse, the online environments that achieve both high CTR and to the advertiser’s site and converted. Post Impression Conversionshigh Conversion rate are Travel, Technology, Homepage, News, typically account for the majority of conversions in the campaign.Entertainment and Finance. IM achieves high CTR but relatively lowConversion Rate, while Social Networks are low on both measures. Chart 4: Telecom Standard Banner Performance by Placement 0.35% IM 0.30% 0.25% Click Through Rate 0.20% Games Auto Travel 0.15% Lifestyle Technology Entertainment Finance Weather Home Page 0.10% Average Mail ROS News Other RON Sport 0.05% Social Network Music Average 0.00% 0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6% 0.7% 0.8% 0.9% 1.0% 1.1% Conversion RateSource: MediaMind Research, 2011, Standard Banners, Global. 9
  10. 10. The comprehensive guide on how to leave an effective messageAd Size and Performance: Is Bigger Better?Not necessarily. While there is a link between size and performance of Telecom Standard Banners, the location of the ad matters as well.For example, one of the smallest units, the Half Banner (234x60), which is heavily used in Messenger, has a higher performance than largerads. This is because its location on Messenger is very visible, which encourages clicks. Chart 5: Ad Size and Performance Click Through Rate Size (Pixels) Click Through Rate SizeSource: MediaMind Research, 2011, Global.The Medium Rectangle MPU (300x250), which is the most popular and is also typically very visible, has some of the highest performance,0.11%. Still, overall, the largest ad of the frequently used sizes—300x600 achieved the best performance, 0.12%. 10
  11. 11. The comprehensive guide on how to leave an effective message Advertising mobile on mobile If you already have a mobile phone, it does not mean that you are not looking for a new one, or a landline, or internet connection. Initial results for mobile campaigns suggest that Mobile ads for Telecom achieve six times the performance of browser based standard banners. Mobile Advertising Performance Click Through Rate Mobile Banner Standard Banner Source: MediaMind Research, 2011, Global. The higher performance of mobile as compared to PC browser based banners is consistent across verticals. Among the reasons for the higher performance of mobile ads are the novelty and relative prominence of mobile ads, as compared to browser based banners. In many cases, there is only one mobile banner on the page. In addition, mobile ads also occupy a bigger portion of the screen relative to browser based banners. 11
  12. 12. The comprehensive guide on how to leave an effective messageBranding for TelecomAn analysis of upper funnel Dwell metrics indicates which placements and which ad formats entice users to take the time to engage withTelecom brands. Telecom appeals to broad audiences as nearly everyone has a phone or an Internet connection. Therefore, it makes sensethat ads for Telecom work well in various environments and not only on specific sites. Chart 6: Dwell by Ad Placement Click Through Rate 100 0.1% IM 0.5% 1.0% Lifestyle 1.5% 80 1.8% Dwell Average Duration (sec) Maps Average Other 60 Music Mail Finance Games News Technology ROS 40 Home Page RON Entertainment Social Network Travel 20 Sport Auto Weather Kids Average 0 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% 12% 13% Dwell RateSource: MediaMind, 2011, Global.Chart 6 exhibits the analysis of Dwell and CTR performance of Telecom ads. The x-axis represents Dwell Rate, while the y-axis representsthe Average Dwell Time that users spend with ads. The diameter of the circles represents CTR.The upper right quarter of the chart represents placements that achieve both high Dwell Rate and high Average Dwell Time. In theseenvironments, more users are willing to take the time to engage with ads, and these users also spend more time with the ads. Thus, IMand Lifestyle placements achieve the highest branding performance.In addition, ads with high Dwell Rate also tend to have high CTR as users who take the time to engage with the ads are also more likelyto click on them. Specifically, Games, Music, IM and Health and Beauty have both high Dwell Rate and high CTR. 12
  13. 13. The comprehensive guide on how to leave an effective message Chart 7: Dwell by Ad Format Click Through Rate 100 0.1% IM 0.5% 1.0% 1.5% 80 1.8% 3D Cube Dwell Average Duration (sec) Average Skin Polite Banner 60 Video Extender Homepage Takeover Expandable Banner Expandable Strip 40 Sidekick Push Down Banner HD Single Expandable 20 Floating Ad with Reminder Peelback Overlay Eyeblaster TV Floating Ad 0 Average 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22% Dwell RateSource: MediaMind, 2011, Global.A similar analysis of performance by ad format indicates that the more assertive formats have a high Dwell Rate, while others tend to recorda lower Dwell Rate but a significantly higher Average Dwell Time. Thus, Commercial Break, Overlays, Eyeblaster TV, and Floating Ads tendto have a very high Dwell Rate, but a relatively low Average Dwell Time.Conversely, most other Rich Media formats tend to have a lower Dwell Rate, but a significantly higher Average Dwell Time. IMs in theupper right quarter have both above average Dwell Rate and above average Dwell Time. 13
  14. 14. The comprehensive guide on how to leave an effective message How to get users to say YES! to 4G “Good things happen when you say YES!” or that’s at least what YTL, a telecom provider from Malaysia wanted people to think when it launched its new 4G service “YES!” The aim of the campaign was to convince users to pre-register to the fast mobile broadband 4G service before its official launch. To get users to pre-register on the website, and to generate a brand experience compatible with YTLs premium position in the market, the company decided to launch lavishly engaging creative, and to get vast reach. To execute the campaign, YTL teamed up with Carat, MediaMind, and Better Digital Solutions to execute the very first “Levitator” ad experience across all major news portals in the country, a never-before- seen creative homepage takeover in Malaysia. For the first time, MediaMind has enabled large local publishers with their Homepage Takeover concept. The MediaMind Levitator format was delivered in the country’s three primary languages, grabbing the attention of millions of Malaysian internet users. The ad provided ample opportunities for engagement by drawing users in with adapted TV commercial videos that allowed them to experience the brand and its message before they explored product information. YTL managed to reach out to the Malaysian internet audience with an impressive Dwell Rate of 13.39% as compared to the benchmark of 8.32%. Users also engaged for 73 seconds of Average Dwell Duration, 1.6 the average of other Malaysian campaigns. For the full case study, click here (http://bit.ly/YES4GCaseStudy). 14
  15. 15. The comprehensive guide on how to leave an effective messageReach and FrequencyIn Telecom campaigns, giving the right offer to the right user is crucial. Users determine if an offer is relevant for them after the first,second or third impression. Chart 8: Conversion Rate by Frequency Unique Users (‘000) Conversion RateSource: MediaMind Research. Sample of 24 Telecom campaigns, April 2010-March 2011.Note: Analysis includes landing page conversion tags.The importance of targeting users with the most effective ads early in the campaign is evident when analyzing the performance by frequencyof Telecom campaigns. Telecom ads tend to receive the highest Conversion Rate after the first impression, and Conversion Rate quicklydrops below average after the fourth impression. This indicates that the first encounters with a user are the most important.One of the best ways to guarantee delivering the best creative every time is Automatic Creative Optimization, available in MediaMind’sSmart Versioning tool. Automatic Optimization is an algorithm that identifies the most successful creative on an ongoing basis, and servesit the vast majority of the time. MediaMind’s benchmarks shows that ads that used automatic optimization increased CTR by 72% andConversion Rate by 40%. 15
  16. 16. Conclusion Telecom is the second largest vertical in terms of ad spending and the second highest in terms of ad engagement. Out of every one million impressions that are served, 70K impressions are Dwelled, and 1,800 impressions are clicked on. Overall, every million impressions generate 5,300 conversions. Telecom ads work well in a myriad of placements. For Standard Banners, the highest performing placements are Travel, Technology, Homepage, News, Entertainment and Finance. IM and Lifestyle placement achieve the highest engagement for Rich Media. Larger ads tend to perform better than smaller ones, with 300x600 and 300x250 achieving the best performance for Standard Banners. The first few exposures to the ad are the most important. An analysis of performance by exposure frequency shows that the first, second and third exposures of the campaign tend to achieve the highest Conversion Rate. With the second highest rate of online engagement, Telecom display is proving an effective way to reach consumers—and to get a return call. www.mediamind.com ® 2011 MediaMind Inc. All rights reserved. 16
  17. 17. Telecom Benchmarks for Australia and New Zealand - Q3 2010 to Q2 2011 Performance Metrics (By Format, Size and Vertical) Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time Avg. Video Avg. Video Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Rich Media Formats Expandable Banner 2.2% 2.9% 3.9% 41.2 0.10% -- -- -- -- 11.9 0.1% 50.2% 40.5% 2.3% 12.7% 34.1 300x250 1.1% 1.4% 3.2% 33.7 0.06% -- -- -- -- 11.9 0.1% 50.2% 40.5% 1.0% 18.7% 165.3 Floating Ad 1.4% 1.4% -- -- 1.35% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.5% 2.3% 2.0% 30.1 0.18% 39.5 69.6% 75.0% 58.9% -- -- -- -- -- -- -- 300x250 0.8% 4.2% 2.2% 33.2 0.08% 42.2 72.0% 75.0% 58.6% -- -- -- -- -- -- -- 728x90 0.3% 0.4% 1.7% 27.9 0.35% -- -- -- -- -- -- -- -- -- -- -- 160x600 0.1% 0.1% 1.8% 25.7 0.10% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q3 2010 to Q2 2011. Market Definition Australia and New Zealand market includes Australia and New Zealand. -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com Telecom Benchmarks for Europe - Q3 2010 to Q2 2011 Performance Metrics (By Format, Size and Vertical) Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time Avg. Video Avg. Video Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- The comprehensive guide on how to leave an effective message 300x250 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 8.9% 13.7% 9.6% 59.1 0.44% 63.5 58.6% 63.7% 41.3% 66.9 8.9% 54.3% 34.6% 8.3% 34.7% 98.0 300x250 7.2% 9.9% 9.8% 49.7 0.50% 58.2 58.9% 63.5% 44.3% 60.8 10.4% 64.9% 38.1% 5.5% 47.0% 121.3 Formats 728x90 9.8% 15.0% 11.2% 46.8 0.36% 12.7 72.0% 39.4% 1.8% 86.2 8.8% 52.1% 40.0% 11.2% 30.4% 79.7 234x60 15.4% 27.8% 10.1% 96.5 0.50% -- -- -- -- 16.9 6.5% 18.4% 9.3% 15.3% 27.1% 29.3 Floating Ad 1.6% 1.6% 19.5% 3.7 1.40% 9.0 86.5% 43.5% 35.9% -- -- -- -- -- -- -- Polite Banner 0.9% 2.1% 3.2% 36.1 0.14% 55.8 61.0% 62.0% 45.5% -- -- -- -- -- -- -- Regional Benchmarks 300x250 1.3% 3.1% 2.8% 36.8 0.14% 51.2 60.0% 61.4% 45.1% -- -- -- -- -- -- -- 728x90 0.2% 0.3% 2.1% 27.8 0.11% -- -- -- -- -- -- -- -- -- -- -- 160x600 0.1% 0.1% 1.2% 22.1 0.08% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 6.5% 7.8% 10.8% 45.0 0.27% -- -- -- -- -- -- -- -- 6.3% 37.2% 37.9 728x90 2.9% 3.8% 7.8% 40.9 0.28% -- -- -- -- -- -- -- -- 2.7% 45.8% 30.6 Data Source MediaMind Research, Q3 2010 to Q2 2011. Market Definition Europe market includes Austria, Belgium, Denmark, Cyprus, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Spain, Sweden, Switzerland and UK. -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com17
  18. 18. Telecom Benchmarks for Latin America - Q3 2010 to Q2 2011 Performance Metrics (By Format, Size and Vertical) Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time Avg. Video Avg. Video Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 15.0% 27.5% 12.4% 72.0 0.55% -- -- -- -- 17.7 1.9% 33.9% 23.2% 14.4% 27.5% 36.1 Formats 300x250 12.1% 20.9% 9.0% 41.9 0.54% -- -- -- -- 17.9 3.0% 33.1% 23.8% 11.5% 20.2% 56.7 728x90 -- -- 14.2% 39.9 0.46% -- -- -- -- -- -- -- -- 14.6% 34.8% 48.5 234x60 -- -- 18.7% 115.5 0.83% -- -- -- -- 11.2 2.6% 28.7% 11.4% 23.4% 42.3% 24.2 Floating Ad 1.1% 1.2% 19.9% 5.1 1.10% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 8.5% 12.3% 6.3% 37.6 0.11% 33.5 60.7% 82.3% 69.6% 97.6 1.7% 80.4% 56.9% -- -- -- 300x250 4.2% 5.9% 4.0% 36.7 0.07% 31.9 60.0% 82.3% 69.4% 98.4 1.7% 80.3% 56.6% -- -- -- 728x90 18.4% 27.1% 11.4% 38.6 0.18% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 3.2% 3.8% 11.6% 32.8 0.51% -- -- -- -- -- -- -- -- 2.8% 51.7% 138.2 Data Source MediaMind Research, Q3 2010 to Q2 2011. Market Definition Latin America market includes Brasil, Chile, Mexico, Colombia and Argentina. -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com Telecom Benchmarks for North America - Q3 2010 to Q2 2011 Performance Metrics (By Format, Size and Vertical) The comprehensive guide on how to leave an effective message Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time Avg. Video Avg. Video Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 5.3% 8.8% 6.0% 61.9 0.13% 41.4 51.7% 23.8% 11.6% 44.2 1.4% 18.3% 6.8% 5.8% 9.4% 45.4 Formats 300x250 4.4% 7.6% 5.4% 55.7 0.11% 45.5 50.2% 15.9% 4.2% 44.5 1.7% 17.7% 6.3% 5.2% 8.3% 55.0 728x90 4.3% 4.9% 6.0% 32.9 0.08% -- -- -- -- -- -- -- -- 4.3% 5.9% 34.5 Floating Ad 0.9% 1.0% 19.3% 3.7 0.95% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.7% 1.1% 2.9% 20.4 0.08% 14.2 58.1% 78.9% 65.4% -- -- -- -- -- -- -- 300x250 1.3% 2.3% 4.5% 14.3 0.08% 16.7 56.7% 81.0% 68.5% -- -- -- -- -- -- -- Push Down Banner 3.3% 4.4% 10.4% 21.3 0.18% -- -- -- -- -- -- -- -- 3.2% 55.4% 77.6 Data Source MediaMind Research, Q3 2010 to Q2 2011. Market Definition North America market includes United States and Canada. -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com18
  19. 19. Telecom Benchmarks for South Asia - Q3 2010 to Q2 2011 Performance Metrics (By Format, Size and Vertical) Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time Avg. Video Fully Played Avg. Video Fully Played Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR Duration (Seconds) Started Rate 50% Played Rate Rate Duration (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.19% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.17% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 11.9% 17.1% 9.8% 70.4 0.35% 21.0 14.4% 55.2% 39.6% 16.1 1.7% 34.7% 22.4% 11.8% 24.5% 81.5 300x250 9.9% 14.7% 10.8% 61.2 0.43% 21.3 16.9% 56.4% 40.7% 23.7 1.6% 38.5% 24.0% 9.7% 39.8% 139.7 Formats 728x90 16.5% 21.6% 14.0% 54.3 0.33% -- -- -- -- -- -- -- -- 16.4% 21.4% 58.1 120x600 11.1% 17.1% 10.3% 85.8 0.37% -- -- -- -- -- -- -- -- 11.1% 16.4% 85.1 234x60 10.1% 16.1% 6.7% 101.8 0.31% -- -- -- -- 7.2 3.2% 32.1% 21.6% 10.0% 14.6% 23.2 Polite Banner 1.0% 1.3% 3.4% 33.4 0.29% 8.9 98.9% 92.5% 86.5% 22.3 11.8% 61.1% 51.1% -- -- -- 300x250 1.3% 1.7% 3.1% 35.8 0.20% 9.2 96.3% 92.0% 85.7% 22.1 7.8% 44.3% 35.0% -- -- -- 728x90 0.6% 0.8% 3.6% 22.3 0.65% -- -- -- -- -- -- -- -- -- -- -- 160x600 0.2% 0.2% 2.1% 22.0 0.17% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 5.2% 7.4% 13.1% 40.6 0.85% -- -- -- -- -- -- -- -- 4.5% 34.5% 120.8 The comprehensive guide on how to leave an effective message Data Source MediaMind Research, Q3 2010 to Q2 2011. Market Definition South Asia market includes Thailand, Pakistan, Malaysia, Singapore, India, Indonesia, the Philippines and Vietnam. -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com19
  20. 20. Telecom Benchmarks for Argentina - Q3 2010 to Q2 2011 Performance Metrics (By Format, Size and Vertical) Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time Avg. Video Avg. Video Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Formats Rich Media Expandable Banner 16.5% 26.5% 16.8% 95.7 0.58% -- -- -- -- -- -- -- -- 16.3% 36.4% 57.1 300x250 5.8% 8.7% 12.6% 58.3 0.43% -- -- -- -- -- -- -- -- 5.6% 34.7% 39.9 234x60 -- -- 19.2% 131.8 0.78% -- -- -- -- -- -- -- -- 24.2% 36.7% 59.1 Floating Ad 1.0% 1.0% 18.0% 4.1 0.95% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 0.4% 0.4% 13.9% 21.6 0.22% -- -- -- -- -- -- -- -- 0.2% 68.0% 38.2 Data Source MediaMind Research, Q3 2010 to Q2 2011. -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com Telecom Benchmarks for Australia - Q3 2010 to Q2 2011 Performance Metrics (By Format, Size and Vertical) Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time Avg. Video Avg. Video Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Duration (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- The comprehensive guide on how to leave an effective message 728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Rich Media Formats Expandable Banner 1.5% 2.1% 3.3% 39.8 0.06% -- -- -- -- 11.9 0.1% 50.2% 40.5% 1.6% 13.2% 31.4 300x250 0.1% 0.2% 2.4% 28.8 0.03% -- -- -- -- 11.9 0.1% 50.2% 40.5% 0.1% 21.4% 171.0 Floating Ad 1.4% 1.4% -- -- 1.35% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.6% 2.4% 1.9% 30.7 0.19% 31.7 70.7% 82.5% 72.3% -- -- -- -- -- -- -- 300x250 0.9% 4.9% 2.1% 35.5 0.07% 34.2 76.1% 85.1% 76.6% -- -- -- -- -- -- -- 728x90 0.3% 0.4% 1.7% 27.9 0.35% -- -- -- -- -- -- -- -- -- -- -- Country Benchmarks 160x600 0.1% 0.1% 1.8% 25.7 0.10% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q3 2010 to Q2 2011. -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com20

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