Planning Audience Reach with ‘Adjusted Unique’. by MediaMind.

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Planning Audience Reach with ‘Adjusted Unique’. MediaMind’s Innovative Measurement of Reach Solves Over-Counting due to Cookie Deletion.

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Planning Audience Reach with ‘Adjusted Unique’. by MediaMind.

  1. 1. Benchmarks H1 2011Planning Audience Reach with ‘Adjusted Unique’ MediaMind’s Innovative Measurement of Reach Solves Over-Counting due to Cookie Deletion retweet this
  2. 2. Table of Contents 3 The Key Points 4 Measuring Online Reach and Frequency 5 Adjusted Unique 6 Linking Campaign Size and Reach 8 Linking Reach and Effectiveness 10 Conclusion 11 Regional Benchmark Tables 11 Australia & New Zealand 15 Middle East & Africa 12 East Asia 16 North America 13 Europe 17 South Asia 14 Latin America 18 Country Benchmark Tables 18 Argentina 28 Germany 38 Mexico 48 Spain 19 Australia 29 Greece 39 Netherlands 49 Sweden 20 Austria 30 Hong Kong 40 New Zealand 50 Switzerland 21 Belgium 31 India 41 Norway 51 Taiwan 22 Brazil 32 Ireland 42 Philippines 52 Thailand 23 Canada 33 Israel 43 Poland 53 Turkey 24 Denmark 34 Italy 44 Portugal 54 UK 25 Dubai 35 Japan 45 Romania 55 United States 26 Finland 36 Korea 46 Singapore 27 France 37 Malaysia 47 South Africa 56 Verticals Definitions 57 Metrics Definitions 2
  3. 3. Planning Audience Reach with ‘Adjusted Unique’The Key Points 1 One of the basic measures of any campaign is the number of unique users it reached. 2 Until now, reach measurement was inaccurate due to cookie deletion that overestimated the number of unique users by threefold. Traditional reach metrics were based on simple cookie counting, such that users who 3 deleted browser cookies were double counted. 4 Now, MediaMind has developed a breakthrough in online measurement by accurately measuring reach, overcoming the cookie deletion issue. 5 MediaMind’s newly developed ‘Adjusted Unique’ metric was accredited by the Media Rating Council (MRC) as IAB compliant for measuring reach. Using ‘Adjusted Unique’, MediaMind created a framework to help advertisers assess the number of impressions they need to reach their desired audience. 6 • Reaching 10 million unique users in the US would take about 100 million impressions. • In Germany, France, the UK and Spain, reaching 10 million unique users would take about 120 million impressions. 3
  4. 4. Planning Audience Reach with ‘Adjusted Unique’Measuring Online Reach and FrequencyOne of the basic and most important metrics for any campaign, Now, MediaMind has developed a breakthrough in onlineonline or offline, is the number of users it reaches and the average measurement, with the new ‘Adjusted Unique’ metric. ‘Adjustedfrequency. This is quite obvious for branding purposes; higher reach Unique’ detects cookie deletion by users, and statistically adjustsincreases brand awareness. Even for direct response purposes, for over-counting. This new metric sets a new industry standard forthe pool of users reached represents the group of users with the accuracy of reach and frequency measurement, and was accreditedpotential to convert. by the Media Rating Council (MRC) as IAB compliant for measuring reach. ‘Adjusted Unique’ has enabled MediaMind to develop aDespite the importance of reach and frequency, these metrics framework to help advertisers assess the number of impressionswere often set aside in favor of the interactive metrics of clicks, they need to reach any size of audience.engagements and conversions. There are two main reasons for this: Furthermore, new research shows that reach is an effective measure• Simple cookie based measures of reach and frequency have of campaign performance. This research shows that most users proved unreliable due to over counting caused by cookie deletion. do notice online ads and that these ads translate to higher search• Interaction metrics were thought to be more advanced than reach activity, site visits and purchases. and frequency and that online ‘everything can be measured’. 4
  5. 5. Planning Audience Reach with ‘Adjusted Unique’Adjusted UniqueTraditional cookie counting methods simply count all cookies. industry standard for accuracy in measuring reach, and enablesHowever, after a user deletes his or her cookie, a new cookie is advertisers a new level of accuracy when analyzing the effectivenessplaced in his browser and therefore he is counted again as a new of their campaigns.user. comScore estimates that 33% of users delete their third What is the average over-counting of the simple unique cookieparty cookies (cookies used by ad servers) during a period of one counting methods? Comparing the number of unique users measuredmonth. Furthermore, the research firm has found 5.1 third party by simple cookie counting to the adjusted number of users usingcookies on average in a browser over one month1. The prevalence ‘Adjusted Unique’ shows the average over-counting of reach. Theof cookie deletion means that simple cookie measures of reach results shown in the chart below indicate that simple cookie countinglargely overestimate the correct number of unique users. overestimates the number of users by a factor of between two andThe new ‘Adjusted Unique’ overcomes cookie deletion. The three, for campaigns with a duration of 15-60 days. Furthermore,methodology behind the metric has been thoroughly tested for in continental Europe, in countries like Germany, Spain and Franceaccuracy and was accredited by the Media Rating Council (MRC) as cookie deletion is the least prevalent, while in the US and CanadaIAB compliant for measuring reach. ‘Adjusted Unique’ sets a new it is the most prevalent. Over-Counting with Simple Cookie Counting 3.5 3.0 3.0 3.0 Over-Counting Multiplier 2.6 2.6 2.5 2.3 2.4 2.2 2.2 2.0 1.5 1.0 0.5 0.0 Germany Spain France Other Australia UK Canada United StatesSource: MediaMind Research. Data: May 2010 to January 2011. Campaigns with a duration of 15-60 days.How does the new metric work? MediaMind’s ‘Adjusted Unique’ uses a sophisticated proprietary statistical algorithm to estimate thecorrect number of unique users. The algorithm identifies all users who have not deleted their cookies and their average frequency. For alarge group of users, the average frequency for users who deleted cookies and for users who have not deleted cookies is similar. Therefore,dividing the impressions by average frequency delivers a good approximation of the true number of unique users.1 comScore, Open White Paper, Proposal For a New Person-Centric Measure For Web Site Server Measurement in the U.K. 5
  6. 6. Planning Audience Reach with ‘Adjusted Unique’Linking Campaign Size and ReachHow many impressions do you need in order to reach 10 million users at least once? In the US, it would be about 100 million impressions,on average. In Germany, France, the UK and Spain it would take about 120 million impressions.Reach and frequency depend on many variables such as the number of publishers, the publisher’s audience, the campaign’s audience focus,the size of the campaign, etc. Therefore, larger campaigns tend to have higher variability in reach as compared to smaller campaigns. Campaign Size and Reach in the United States 45M 40M 35M Adjusted Unique Users 30M 25M 20M 15M 10M 5M 0M 0M 50M 100M 150M 200M 250M 300M 350M 400M 450M 500M 550M 600M 650M 700M Campaign ImpressionsSource: MediaMind Research. Data: May 2010 to January 2011.The chart above and the chart below present the link between the number of impressions in the campaign and the number of users reachedfor various countries. For this analysis, the new ‘Adjusted Unique’ metric was used in order to overcome the over-counting of users whowere exposed to the campaign and estimate the true number of online users.The analysis shows that for smaller campaigns, with up to 100 million impressions, the points tend to be concentrated tightly aroundthe trend line, which means that ‘campaign size’ is a good predictor of reach. However, as campaigns grow larger, variables such as thenumber of publishers tend to kick in, and therefore advertisers can get high or low reach with the same number of impressions. Forexample, campaigns with the aim to reach up to 15 million unique users, advertisers can use this data to assess the investment that theyneed to make to reach their audience. 6
  7. 7. Planning Audience Reach with ‘Adjusted Unique’As expected, the size-reach curve exhibits diminishing returns, such that for the first million impressions, every impression is more likely toreach a ‘fresh’ user as compared to an impression after the first 100 million. Still, for every country out of the seven countries that wereexamined in this analysis, the curve looks different due to size, concentration of publishers and many other factors. Worldwide Campaign Size and Reach 25M Country Australia Canada France 20M Germany Spain Adjusted Unique Users UK 15M 10M 5M 0M 0M 20M 40M 60M 80M 100M 120M 140M 160M 180M 200M 220M 240M Campaign ImpressionsSource: MediaMind Research. Data: May 2010 to January 2011. 7
  8. 8. Planning Audience Reach with ‘Adjusted Unique’Linking Reach and EffectivenessWhile direct response metrics still dominate the online measurement Another important finding is that most participants look at theworld, new research has emerged to suggest that the mere exposure ad on the page multiple times. The OPA researchers found thatto online ads is a good predictor of advertising effectiveness. This 67% of participants view the ad both during the first 10 secondsindicates that advertisers can use ‘Adjusted Unique’ as a measure after loading the page and view it again during the following 10of campaign effectiveness alongside other metrics such as clicks, seconds. On average, participants have focused their eyes on theengagement and conversions. banner 15 times.The importance of simple ‘exposure’ to an ad is supported by recent When measuring the emotional response, the OPA found thatresearch from the American Online Publishers Association (OPA). participants responded to the banners in a similar manner as toUsing eye tracking technology, the OPA tested to see whether other parts of the page. However, users who viewed the ad againpeople actually viewed the ads that were presented to them on a after the first 10 seconds exhibited an elevated emotional response.page that they were browsing. In addition, the researchers used Users also rated the ads favorably overall, giving them a rating ofbiometric testing to track the participants’ emotional response 6.3 out of 9.by monitoring their breath and heart rate. The biometric testing In another research, comScore maintains that the primary effectis similar to a lie detector test, and signifies a positive or negative of online ads is the exposure itself and not necessarily the act ofemotional response. clicking on it. In a research titled “How Online Advertising Works:The results were staggering, with 96% of participants paying attention Whither The Click?”, comScore has shown that two-thirds of Internetto the ads that were presented to them during a natural browsing users do not click on any display ads over the course of a monthexperience. Furthermore, 90% of participants noticed the ads during and that only 16% of Internet users account for 80% of all clicks.the first 10 seconds of uploading the page. In fact, on average, it Furthermore, clickers tend to be younger and less affluent thantook participants less than one second to notice the banner. non-clickers. comScore confirmed that there is a latency effect and branding effect to online advertising, in which users arrive at the advertiser’s website even without clicking. 8
  9. 9. Planning Audience Reach with ‘Adjusted Unique’ The Effect of Display Advertising 50% 45% 40% Lift Exposed/Unexposed 35% 30% 25% 20% 15% 10% 5% 0% Advertiser Website Branded Keyword Online Purchase Offline Purchase Visits SearchSource: comScore. “How Online Advertising Works: Whither The Click?”.However, the research by comScore also indicates that display advertising has an effect on user behavior even at low click through rates.In the research, which included 139 display campaigns from seven verticals, comScore has shown substantial effects on traffic, sales andbranding despite a lack of clicks. According to comScore, the display campaigns yielded a 46% lift in advertiser websites visits, over a fourweek period. In addition, exposed users are 38% more likely to conduct an advertiser related branded keyword search, over a four weekperiod and are 27% more likely to make a purchase online. Furthermore, exposed users are 17% more likely to make a purchase at theadvertiser’s retail store. 9
  10. 10. Conclusion A significant body of evidence suggests that online advertising can have a considerable impact at the exposure phase and that it is important to measure reach accurately. Therefore, the ‘Adjusted Unique’ metric is a valuable addition to MediaMind’s group of measurements and presents a breakthrough in measurement of reach and frequency for the industry. ‘Adjusted Unique’ adjusts for over-counting of users as a result of cookie deletion, and serves as a reliable measure of audience reach. The metric was thoroughly tested and accredited by the MRC for compliance with the IAB’s Audience Reach Measurement guidelines. It complements the interactivity metrics with measurement of the reach of exposure that is linked to ad effectiveness. Now, advertisers can measure the number of users that were exposed to their campaign, without over-counting. retweet this www.mediamind.com 10
  11. 11. Benchmarks for Australia and New Zealand - 2010 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 Duration Avg. Video Duration Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR (Seconds) Started Rate 50% Played Rate Fully Played Rate (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 4.6% 6.3% 4.8% 49.9 0.14% 23.7 51.0% 79.9% 71.8% 32.0 2.2% 46.7% 34.6% 4.6% 16.1% 68.6 300x250 3.6% 5.2% 5.2% 37.4 0.17% 26.8 44.7% 58.9% 42.3% 31.9 2.8% 48.4% 36.5% 3.5% 18.8% -- 728x90 7.4% 8.8% 6.3% 59.1 0.10% 21.9 56.7% 68.4% 52.7% 59.5 2.8% 48.9% 35.9% 7.4% 15.4% 69.0 234x60 5.8% 8.1% 3.5% -- 0.14% 22.3 68.1% 93.0% 90.6% 18.3 1.4% 34.3% 23.1% 5.8% 7.6% 22.9 Expandable Strip 5.0% 26.0% 2.0% 41.8 0.08% -- -- -- -- -- -- -- -- 4.7% 18.5% 13.4 Floating Ad 1.1% 1.3% 18.0% 7.1 1.09% 7.4 75.3% 58.2% 9.5% -- -- -- -- -- -- -- Formats Floating Ad with Reminder 7.0% 8.4% 27.8% 24.5 1.17% 17.4 74.4% 56.4% 40.4% -- -- -- -- -- -- -- Polite Banner 0.4% 1.0% 2.2% 33.2 0.13% 33.6 51.6% 71.3% 55.0% 40.9 27.2% 76.0% 54.9% -- -- -- 300x250 0.5% 1.4% 2.6% 35.2 0.11% 33.9 50.7% 69.6% 54.1% 31.3 23.3% 73.7% 61.9% -- -- -- 728x90 0.3% 0.4% 1.3% 29.1 0.17% 29.9 54.8% 81.5% 62.1% 80.4 -- 86.3% 28.4% -- -- -- 160x600 0.1% 0.2% 1.5% 25.5 0.07% 70.9 55.6% 79.2% 59.8% 26.6 -- 89.9% 80.0% -- -- -- Push Down Banner 0.9% 1.1% 2.0% 39.8 0.08% 58.3 10.4% 83.3% 71.0% 37.0 6.5% 76.7% 59.0% 0.6% 15.8% -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Avg. Video Duration Avg. Video Duration any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Fully Played Rate (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Apparel 4.9% 6.5% 4.1% 55.1 0.12% 0.08% 61.0 61.8% 63.6% 47.0% 68.5 11.1% 64.9% 49.2% 7.1% 9.3% 53.8 Auto 1.4% 2.3% 3.0% 37.6 0.09% 0.05% 23.2 50.5% 74.8% 57.9% 39.6 3.8% 72.6% 56.1% 3.3% 17.8% 90.7 Planning Audience Reach with ‘Adjusted Unique’ B2B 9.0% 11.4% 8.2% 55.9 0.10% 0.04% -- -- -- -- 16.9 5.2% 48.1% 32.9% 14.5% 18.2% 63.7 Careers -- -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 1.9% 2.5% 3.3% 38.8 0.12% 0.05% 38.8 42.1% 69.8% 53.1% 48.1 11.6% 73.0% 58.9% 4.8% 9.4% 59.3 Corporate 1.8% 2.1% 3.2% 42.2 0.10% 0.05% 26.5 37.6% 83.6% 58.9% 92.9 1.6% 44.6% 32.6% 2.6% 7.2% 46.8 Electronics 1.2% 1.7% 3.0% 31.8 0.17% 0.05% 82.6 60.5% 61.8% 45.2% 38.1 2.0% 58.8% 46.4% 2.5% 43.3% -- Entertainment 1.9% 2.9% 3.5% 49.2 0.19% 0.11% 25.8 54.4% 76.3% 63.6% 27.2 14.8% 71.0% 57.9% 4.3% 12.7% 59.3 Financial 1.4% 1.8% 3.3% 29.2 0.28% 0.03% 39.1 56.3% 63.1% 48.0% 58.9 -- 83.6% 38.9% 2.6% 18.2% 80.5 Gaming 2.0% 4.0% 4.7% 32.6 0.20% 0.06% 57.7 46.6% 74.4% 54.7% 39.9 18.9% 81.3% 70.6% 4.7% 18.0% 71.4 Government/Utilities 1.3% 1.8% 2.6% 38.8 0.08% 0.06% 57.7 54.3% 63.8% 45.4% 26.8 0.8% 58.0% 37.4% 2.3% 7.7% 68.6 Health/Beauty 3.3% 4.9% 4.1% 43.8 0.14% 0.05% 36.2 52.4% 70.3% 49.3% 52.5 10.3% 63.2% 47.4% 7.0% 17.2% 64.6 Verticals Medical 6.0% 7.6% 7.8% 35.7 0.23% 0.07% 38.2 38.6% 83.9% 72.8% -- -- -- -- 9.1% 11.2% 49.5 News/Media 3.8% 4.7% 4.0% 65.3 0.27% 0.07% -- -- -- -- -- -- -- -- 5.3% 7.1% 17.7 Restaurant 3.4% 5.1% 3.8% 47.0 0.21% 0.11% 16.3 62.0% 76.1% 55.6% -- -- -- -- 8.8% 23.2% 92.0 Retail 3.8% 4.8% 4.1% 42.8 0.12% 0.07% 21.0 63.4% 78.1% 65.2% 8.1 3.5% 69.4% 52.3% 7.6% 10.2% 56.8 Services 1.9% 2.4% 2.2% 29.2 0.06% 0.05% 43.6 -- 65.9% 48.7% 22.9 1.5% 44.1% 30.5% 2.4% 3.0% 23.3 Sports 4.1% 5.2% 4.4% 37.5 0.15% 0.06% -- -- -- -- 21.1 -- 53.1% 37.7% 6.1% 8.2% 27.1 Tech/Internet 1.1% 6.7% 3.9% 59.4 0.11% 0.06% 8.7 46.5% 8.3% 5.8% 15.1 20.3% 33.3% 24.1% 1.4% -- -- Telecom 1.6% 2.2% 3.2% 43.5 0.20% 0.05% 35.6 -- 50.1% 31.3% 53.0 0.2% 42.6% 30.2% 2.5% 44.5% -- Travel 2.3% 3.3% 3.7% 37.4 0.13% 0.07% 63.4 59.2% 75.8% 59.1% 16.3 22.3% 76.5% 59.5% 5.1% 11.8% 58.2 Data Source MediaMind Research, 2010. Market Definition Australia and New Zealand market includes Australia and New Zealand. -- Denotes inapplicable metric or insufficiant data. Regional benchmark tables For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com11
  12. 12. Benchmarks for East Asia - 2010 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 Duration Avg. Video Duration Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR (Seconds) Started Rate 50% Played Rate Fully Played Rate (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 11.3% 38.4% 7.2% 56.2 0.41% -- 66.9% 71.5% 53.6% 40.8 15.1% 50.1% 38.9% 10.3% 25.6% 25.3 300x250 6.9% 11.3% 7.0% 38.0 0.26% 52.4 51.2% 56.5% 39.0% 41.2 22.2% 38.7% 21.8% 5.6% 19.9% 43.1 728x90 4.5% 6.2% 6.2% 43.9 0.51% 16.6 -- 44.3% 30.9% -- -- -- -- 3.2% 36.1% 89.8 234x60 13.1% -- 7.5% 59.2 0.41% -- 77.2% 79.6% 63.8% 40.5 12.5% 55.3% 45.0% 12.6% 24.7% 19.5 Expandable Strip 23.0% -- 6.3% 47.4 0.25% 72.2 81.5% 47.5% 28.5% -- -- -- -- 22.9% 44.1% 7.3 Formats Floating Ad 8.9% 10.3% 10.9% 13.2 0.93% 26.1 70.2% 31.1% 17.1% -- -- -- -- -- -- -- Floating Ad with Reminder 11.8% 17.2% 9.2% 15.6 0.34% 27.3 72.6% 50.6% 36.7% -- -- -- -- -- -- -- Polite Banner 0.8% 2.6% 3.0% 33.1 0.09% 45.0 62.4% 58.4% 41.7% 27.4 -- 51.6% 36.1% -- -- -- 300x250 1.2% 3.7% 3.3% 34.3 0.11% 45.4 66.2% 59.0% 42.3% 27.6 -- 52.0% 37.0% -- -- -- 728x90 -- 0.1% 3.0% 25.6 0.05% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 5.1% 6.6% 8.5% 19.1 0.47% -- -- -- -- -- -- -- -- 4.0% 43.8% 8.2 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Avg. Video Duration Avg. Video Duration any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Fully Played Rate (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Apparel 6.6% 23.6% 6.4% 41.2 0.33% 0.28% 22.9 73.1% 53.9% 34.5% 44.5 22.7% 77.3% 66.9% 11.0% 26.2% 40.1 Auto 8.2% 17.1% 6.1% 51.6 0.30% 0.24% 32.4 57.9% 70.1% 52.4% 30.2 -- 46.9% 34.8% 9.9% 28.3% 55.2 Planning Audience Reach with ‘Adjusted Unique’ B2B 2.2% 3.2% 3.8% 32.1 0.15% -- -- -- -- -- -- -- -- -- 2.3% 3.1% 27.3 Consumer Packaged Goods 10.3% -- 7.3% 48.6 0.45% 0.10% 54.7 65.7% 66.5% 49.1% 27.7 10.0% 45.0% 32.6% 11.1% 33.4% 53.4 Corporate 8.2% 28.2% 7.4% 45.5 0.31% 0.07% 46.0 67.7% 68.2% 50.1% 28.6 10.7% 52.6% 37.5% 11.3% 34.7% 76.1 Electronics 5.8% 15.5% 5.1% 51.5 0.24% 0.08% -- 74.8% 64.5% 45.3% 38.0 -- 45.1% 28.5% 10.1% 20.4% 51.6 Entertainment 12.2% -- 8.5% 56.8 0.44% -- 56.5 64.5% 55.6% 39.2% 45.6 18.6% 51.9% 39.8% 12.8% 33.0% 32.6 Financial 6.8% 23.0% 5.0% 46.7 0.23% 0.04% 42.4 82.0% 72.8% 58.8% -- -- -- -- 11.3% 25.2% 44.0 Gaming 7.0% 18.3% 4.7% 49.7 0.32% 0.18% -- -- -- -- -- -- -- -- 6.4% 16.1% 49.9 Government/Utilities 4.7% 17.0% 9.2% 48.6 0.19% -- -- -- -- -- -- -- -- -- 10.6% 19.1% 43.5 Health/Beauty 8.1% 31.6% 6.0% 56.9 0.36% 0.05% 56.6 59.3% 66.9% 50.8% 42.8 18.9% 50.2% 36.8% 10.5% 29.0% 62.4 Verticals News/Media 2.0% 6.8% 3.6% 39.0 0.19% -- -- -- -- -- -- -- -- -- -- -- -- Restaurant 15.1% -- 9.0% 65.3 0.40% -- -- -- -- -- -- -- -- -- 13.4% 25.8% 17.6 Retail 11.5% 31.3% 6.2% 49.9 0.51% -- -- -- -- -- -- -- -- -- 9.5% 31.8% 54.7 Services 12.4% -- 9.0% 42.5 0.49% 0.07% -- 65.6% 69.6% 59.4% -- -- -- -- 11.6% 26.0% 17.9 Sports 5.1% 18.8% 4.8% 46.3 0.32% 0.08% -- -- -- -- -- -- -- -- 14.1% 25.6% 20.7 Tech/Internet 1.9% 5.8% 2.5% 33.1 0.10% 0.07% -- 50.0% 63.0% 48.3% 19.6 12.4% 30.7% 19.4% 7.6% 17.8% 49.3 Telecom 8.4% 32.5% 5.5% 48.8 0.41% -- -- -- -- -- 27.3 21.7% 46.1% 37.2% 11.9% 31.1% 45.4 Travel 4.9% 13.1% 3.3% 52.4 0.14% 0.10% -- -- -- -- -- -- -- -- 10.8% 20.5% 21.3 Data Source MediaMind Research, 2010. Market Definition East Asia market includes Taiwan, China, Japan, Hong Kong and Korea. -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com12
  13. 13. Benchmarks for Europe - 2010 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 Duration Avg. Video Duration Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR (Seconds) Started Rate 50% Played Rate Fully Played Rate (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Rich Media Commercial Break 1.9% 2.1% -- 3.2 -- -- -- -- -- -- -- -- -- -- -- -- Expandable Banner 8.8% 14.8% 8.0% 58.7 0.45% 58.1 63.7% 71.7% 53.4% 37.3 7.4% 56.0% 39.8% 8.4% 35.0% 87.3 300x250 6.1% 9.6% 6.9% 41.3 0.42% 59.4 65.1% 70.8% 52.3% 39.3 9.2% 67.9% 47.7% 5.0% 35.3% 89.0 728x90 8.5% 12.2% 8.8% 48.6 0.35% 57.6 69.2% 71.7% 56.7% 35.0 6.0% 45.6% 32.3% 9.0% 34.4% 81.6 234x60 16.1% 30.7% 10.2% 97.0 0.51% 85.3 70.7% 85.4% 77.4% 19.1 5.8% 42.1% 30.9% 16.0% 28.1% 26.8 Expandable Strip 5.8% 11.8% 3.2% 57.5 0.15% -- 58.9% 68.8% 44.7% 29.9 4.6% 67.2% 50.6% 5.3% 8.2% 29.4 Formats Floating Ad 2.7% 3.2% 21.5% 4.8 2.14% 8.0 75.7% 53.6% 37.5% 11.6 -- 51.5% 21.2% -- -- -- Floating Ad with Reminder 5.2% 13.4% 8.5% 18.2 1.71% -- -- -- -- 16.8 8.7% 27.4% 19.5% -- -- -- Polite Banner 1.9% 5.4% 4.1% 42.3 0.16% 50.0 56.8% 65.7% 49.7% 43.6 28.3% 69.7% 55.4% -- -- 28.3 300x250 2.2% 6.9% 3.8% 44.7 0.14% 50.6 56.4% 64.4% 48.9% 47.8 27.4% 67.9% 53.3% -- -- 28.3 728x90 1.1% 2.3% 3.3% 50.2 0.11% 42.8 55.6% 75.3% 56.9% 20.8 -- 77.7% 64.5% -- -- -- 160x600 0.8% 2.3% 2.3% 57.1 0.09% 43.8 81.4% 76.1% 56.7% 23.6 -- 78.0% 62.9% -- -- -- Push Down Banner 7.5% 10.0% 10.4% 35.1 0.24% 35.5 37.7% 58.8% 36.9% 22.8 14.7% 71.1% 55.5% 6.1% 29.1% 61.0 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Avg. Video Duration Avg. Video Duration any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Fully Played Rate (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Planning Audience Reach with ‘Adjusted Unique’ Apparel 4.7% 8.3% 6.2% 41.0 0.30% 0.33% 72.0 58.4% 63.1% 43.8% 32.1 9.6% 58.7% 43.9% 10.8% 27.4% 65.4 Auto 4.4% 7.9% 6.2% 36.7 0.38% 0.09% 58.5 59.6% 64.6% 47.4% 64.4 10.5% 63.3% 41.7% 7.5% 37.7% 88.1 B2B 6.0% 8.8% 7.3% 47.1 0.24% 0.08% 20.9 56.8% 76.0% 63.5% 18.8 22.1% 68.5% 55.3% 9.1% 17.5% 56.8 Careers 7.0% 9.3% 6.9% 76.7 0.36% 0.10% -- 55.2% 69.4% 60.3% -- 13.2% 55.8% 47.1% 11.3% 16.3% 46.4 Consumer Packaged Goods 6.1% 11.6% 7.0% 54.0 0.33% 0.10% 50.4 59.4% 61.3% 44.5% 50.7 11.6% 54.2% 37.0% 9.8% 45.7% 65.3 Corporate 4.7% 12.0% 5.4% 52.0 0.29% 0.07% 67.1 58.8% 67.1% 48.3% 69.8 17.5% 62.4% 44.3% 6.9% 33.4% 98.8 Electronics 5.6% 10.6% 7.2% 39.8 0.31% 0.09% 58.1 56.4% 69.1% 48.1% 17.4 18.5% 72.5% 58.2% 7.9% 35.2% 69.0 Entertainment 5.3% 9.2% 6.3% 54.4 0.36% 0.08% 36.6 59.8% 72.5% 55.8% 24.5 14.0% 67.0% 54.7% 7.5% 29.4% 93.1 Financial 4.8% 13.4% 5.6% 50.6 0.23% 0.07% 72.7 57.5% 67.0% 51.7% 92.3 23.6% 61.9% 47.9% 8.3% 33.3% 78.1 Gaming 4.5% 7.3% 4.9% 47.5 0.23% 0.07% 24.1 51.1% 70.8% 56.2% 21.8 20.4% 74.2% 60.1% 6.2% 21.0% 83.6 Government/Utilities 5.8% 9.1% 6.4% 54.8 0.25% 0.08% 52.7 62.4% 61.8% 47.6% 34.9 19.9% 62.2% 47.2% 8.4% 25.6% 60.0 Health/Beauty 6.1% 10.8% 6.3% 51.8 0.33% 0.08% 65.1 57.2% 69.3% 53.4% 44.1 10.2% 64.8% 51.1% 7.3% 36.3% 78.3 Verticals Medical 3.0% 5.0% 4.3% 37.6 0.20% 0.12% -- 63.3% 64.4% 51.9% -- 23.4% 81.8% 71.1% 10.5% 25.6% 32.4 News/Media 3.8% 6.9% 4.7% 42.2 0.24% 0.08% 27.9 60.6% 51.6% 36.7% 46.0 24.0% 48.1% 34.8% 9.0% 21.1% 14.0 Restaurant 2.6% 4.5% 4.4% 41.3 0.32% 0.12% 74.6 55.1% 50.7% 31.8% 45.3 22.1% 73.6% 61.2% 6.7% 17.8% 51.9 Retail 7.1% 12.7% 7.2% 46.3 0.41% 0.13% 67.5 61.6% 62.1% 46.6% 45.0 10.3% 49.4% 34.1% 8.2% 36.7% 72.4 Services 6.2% 19.9% 5.4% 60.5 0.24% 0.11% 99.5 58.5% 61.6% 46.2% -- 13.8% 65.6% 54.1% 10.6% 23.3% 50.2 Sports 4.8% 8.3% 4.8% 56.4 0.19% 0.08% 64.5 67.6% 69.4% 52.3% 30.2 8.7% 40.5% 29.2% 5.3% 21.5% 21.0 Tech/Internet 3.2% 5.3% 4.7% 52.6 0.37% 0.11% 89.6 54.7% 69.4% 48.5% 15.9 6.6% 69.5% 52.8% 6.3% 39.7% -- Telecom 6.2% 12.2% 6.8% 65.5 0.28% 0.12% 47.0 58.2% 65.6% 48.4% 57.2 19.2% 57.0% 40.1% 9.0% 32.3% 69.8 Travel 4.2% 7.6% 5.2% 43.9 0.27% 0.08% 50.0 56.1% 62.7% 47.4% 86.1 17.8% 61.9% 50.1% 8.7% 27.8% 70.9 Data Source MediaMind Research, 2010. 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.com13
  14. 14. Benchmarks for Latin America - 2010 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 Duration Avg. Video Duration Any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) CTR (Seconds) Started Rate 50% Played Rate Fully Played Rate (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Standard Banner -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 13.8% 26.8% 12.5% 77.9 0.43% 58.0 -- 78.2% 53.7% 24.8 4.2% 57.1% 38.4% 13.3% 27.2% 50.5 300x250 9.5% 18.4% 8.8% 43.1 0.28% 34.2 46.9% 73.5% 54.2% 25.0 4.4% 63.4% 47.6% 9.4% 21.7% 73.7 728x90 16.0% -- 13.7% 46.7 0.36% -- 60.4% 86.1% 20.2% 35.3 4.3% 50.2% 30.6% 13.6% 34.4% 45.9 234x60 25.2% -- 20.4% -- 0.78% 38.9 79.1% 86.2% 79.4% 12.7 7.5% 41.2% 27.1% 25.2% 46.3% 23.9 Floating Ad 2.0% 2.4% 20.6% 4.6 1.84% 17.6 53.1% 55.8% 41.4% 15.0 17.4% 54.2% 25.8% -- -- -- Formats Polite Banner 3.5% 5.2% 3.2% 28.3 0.14% 45.1 49.1% 73.6% 57.8% 29.2 6.8% 40.8% 31.0% -- -- -- 300x250 3.2% 5.0% 3.1% 27.9 0.13% 42.8 49.4% 73.2% 57.3% 29.5 6.8% 39.0% 29.6% -- -- -- 728x90 6.6% 9.2% 3.2% 36.5 0.18% 92.6 53.4% 83.6% 69.2% 19.8 7.0% 30.3% 24.9% -- -- -- 160x600 0.3% 0.3% 1.7% 27.9 0.15% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 5.3% 6.5% 8.2% 40.6 0.19% 30.5 26.3% 73.4% 63.5% -- -- -- -- 5.3% 27.7% 51.3 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Avg. Video Duration Avg. Video Duration any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Fully Played Rate (Seconds) Started Rate 50% Played Rate Fully Played Rate Expansion Rate Rate Duration (Seconds) Apparel 13.0% 22.7% 9.9% 86.7 0.49% 0.17% -- -- -- -- -- -- -- -- 19.1% 31.9% 27.0 Planning Audience Reach with ‘Adjusted Unique’ Auto 11.1% 22.8% 10.9% 54.3 0.52% 0.19% -- 59.4% 84.3% 33.2% 83.1 7.7% 67.2% 21.8% 13.8% 29.2% 70.0 B2B -- -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 11.6% 21.1% 11.0% 74.6 0.50% 0.14% 22.3 49.4% 75.1% 59.9% 20.4 4.2% 59.5% 42.6% 16.0% 29.6% 34.6 Corporate 11.3% 18.3% 10.3% 85.4 0.39% 0.18% -- -- -- -- -- -- -- -- 11.8% 17.9% 33.9 Electronics 7.8% 10.6% 9.2% 64.7 0.33% 0.12% 57.1 -- 37.4% 27.9% 13.3 2.5% 49.4% 32.8% 9.2% 23.5% 49.9 Entertainment 8.0% 17.1% 8.2% 57.8 0.39% 0.16% 30.4 50.2% 72.6% 59.8% 19.9 4.3% 57.8% 38.2% 10.3% 27.4% 76.2 Financial 8.7% 16.3% 8.4% 58.4 0.37% 0.08% 69.7 55.6% 82.7% 46.3% 16.6 3.5% 46.7% 31.5% 12.2% 23.3% 31.3 Gaming 17.5% 39.1% 13.5% 70.9 0.37% 0.23% 35.2 52.8% 77.6% 62.6% 14.4 4.1% 52.8% 33.2% 22.1% 44.1% 21.7 Government/Utilities 14.6% 24.3% 14.2% 88.8 0.76% 0.10% -- -- -- -- 24.1 4.1% 66.5% 51.0% -- -- -- Health/Beauty 9.7% 16.5% 11.8% 55.1 0.54% 0.17% 25.0 57.7% 69.6% 54.1% 41.6 13.7% 15.3% 11.1% 16.4% 27.3% 41.6 Medical -- -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- Verticals News/Media 19.6% 35.8% 34.0% 72.5 2.86% -- -- -- -- -- -- -- -- -- -- -- -- Restaurant 13.0% 22.2% 12.2% -- 0.42% 0.40% -- -- -- -- -- -- -- -- 20.1% 33.9% 29.6 Retail 18.1% 33.7% 15.3% -- 0.59% 0.19% -- -- -- -- -- -- -- -- 20.9% 38.4% 23.2 Services 9.3% 14.7% 8.2% 69.7 0.35% 0.09% -- -- -- -- 18.8 3.1% 65.8% 35.2% 12.2% 22.2% 85.9 Sports 3.1% 4.1% 12.2% 5.9 1.42% 0.25% -- -- -- -- -- -- -- -- -- -- -- Tech/Internet 11.0% 25.1% 10.1% 60.6 0.39% 0.12% -- -- -- -- 13.1 2.2% 24.8% 13.8% 13.0% 29.4% 40.5 Telecom 13.5% 23.7% 9.9% 58.6 0.31% 0.10% -- -- -- -- 31.4 3.2% 42.3% 27.2% 14.3% 24.7% 48.0 Travel 10.8% 27.4% 10.4% 45.6 0.63% 0.11% -- -- -- -- -- -- -- -- 11.3% 30.2% 46.0 Data Source MediaMind Research, 2010. 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.com14

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