Online Display Advertising Benchmarks: DoubleClick Benchmarks Report
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Online Display Advertising Benchmarks: DoubleClick Benchmarks Report

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comprehensive benchmarks including display, interaction and expansion times across creative sizes and industry verticals

comprehensive benchmarks including display, interaction and expansion times across creative sizes and industry verticals

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Online Display Advertising Benchmarks: DoubleClick Benchmarks Report Online Display Advertising Benchmarks: DoubleClick Benchmarks Report Document Transcript

  • research research report June 2009 2008 Year-in-Review Benchmarks lEaRn moRE Executive Summary ............................................................................................ 1 Looking for more Static Image Ad Benchmarks ........................................................................... 2 . DoubleClick research? Flash Ad Benchmarks .........................................................................................3 Check out Rich Media Ad Benchmarks .............................................................................. 4 www.doubleclick.com/knowledge Worldwide Overall Performance Norms ........................................................ 14 Appendix ........................................................................................................... 16 The DoubleClick Benchmarks Report is a free report of industry benchmarks that helps marketers, agencies, and publishers evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms. DoubleClick benchmarks are derived from a robust data set of metrics across DART for Advertisers (DFA), based on rigorous methodology with input from the Advertising Research Foundation. This data set includes hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions. Data shown here represent activity of a wide range of ad formats for DFA advertisers in the United States unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on interaction rates and interaction times are from April 2008 to December 2008. Executive Summary Overall U.S. campaign performance norms for 2008 across DoubleClick image, Flash, and rich media campaigns are as follows: Country Click- Interaction Average Expansion Video Average Average through Rate Interaction Rate Complete Display Expanding Rate Time Rate Time Time (CTR) United 0.10% 2.11% 10.29 secs 2.46% 54.52% 32.13 6.50 secs States secs Key observations: • Clicks and interaction rates correlate strongly to ad size: Larger creative sizes tend to produce higher click-through rates and/or interaction rates. • Video outperforms non-video ads: DoubleClick Rich Media video ad units generally experience higher click-through rates and interaction rates than non-video DoubleClick rich media ad formats.
  • 2008 Year-in-Review Benchmarks Static Image ad Benchmarks overall Click-through Rate (CTR) 0.11% Figure 1 Click-through Rate by Creative Sizes Half Page Ad (300x600) 0.20% Wide Skyscraper (160x600) 0.11% Vertical Rectangle (240x400) 0.37% Large Rectangle (336x280) 0.15% Medium Rectangle (300x250) 0.13% Skyscraper (120x600) 0.09% Leaderboard (728x90) 0.09% Square Pop-Up (250x250) 0.26% 3:1 Rectangle (300x100) 0.9% Vertical Banner (120x240) 0.7% Full Banner (468x60) 0.8% Rectangle (180x150) 0.12% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008 Figure 2 Click-through Rate by Industry Vertical Auto 0.13% B2B 0.10% CPG 0.10% Financial Services 0.07% Media/Entertainment 0.12% Retail 0.11% Tech 0.11% Telecom 0.09% Travel 0.10% Wellness 0.13% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major industry verticals only, January – December 2008 2
  • 2008 Year-in-Review Benchmarks Flash ads overall Click-through Rate (CTR) 0.10% Figure 3 Click-through Rate by Creative Sizes Half Page Ad (300x600) 0.22% Wide Skyscraper (160x600) 0.10% Vertical Rectangle (240x400) 0.33% Large Rectangle (336x280) 0.12% Medium Rectangle (300x250) 0.12% Skyscraper (120x600) 0.06% Leaderboard (728x90) 0.08% Square Pop-Up (250x250) 0.18% 3:1 Rectangle (300x100) 0.7% Vertical Banner (120x240) 0.5% Full Banner (468x60) 0.5% Rectangle (180x150) 0.10% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008 Figure 4 Click-through Rate by Industry Vertical Auto 0.12% B2B 0.08% CPG 0.09% Financial Services 0.06% Media/Entertainment 0.11% Retail 0.10% Tech 0.10% Telecom 0.08% Travel 0.09% Wellness 0.09% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major industry verticals only, January – December 2008 3
  • 2008 Year-in-Review Benchmarks Rich media ad Benchmarks • Preface: a Primer on Evaluating Rich media ad metrics • overall Performance norms • Click-through Rate • Interaction Rate and Expansion Rate • average Display Time, Interaction Time, and Expanding Time • Video Complete Rate Preface: a Primer on Evaluating Rich media ad metrics A rich media ad unit can inspire a range of responses from users — not every click in a rich media unit produces a click-through. When a viewer clicks on a rich media unit, a number of outcomes are possible, including expanding the unit, playing a video or otherwise interacting with the unit. The call-to-action for a viewer to click-through competes with all other possible forms of interaction within the unit. As a result, click-through rates can be lower for rich media than for other forms of online advertising where the click- through is the only form of user interaction. The objective of rich media ads isn’t always to drive clicks — they are often used to provide users with an experience within the ad itself. Therefore, engagement metrics such as interaction rates, interactions times, video completion, and expansions are important measures of the success of such ads. Also keep in mind that conversion activity can happen within the ad unit itself: A click could result in the user downloading a report from the ad unit, signing up for more information through a form on the ad unit, locating a product by zip code, or playing a video within the ad unit. Advertisers should consider the goals of the campaign at hand, and evaluate the performance of their campaigns based on the most relevant rich media ad metric. overall Rich media Performance norms Creative Click- Interaction Average Expansion Video Average Average Type through Rate Interaction Rate Complete Display Expanding Rate (CTR) Time Rate Time Time Rich 0.09% 2.11% 10.29 secs 2.46% 54.52% 32.13 6.50 secs media secs 4
  • 2008 Year-in-Review Benchmarks Click-through Rate by DoubleClick Rich media Format Video exhibits higher click-through rates than non-video for both in-page as well as expanding rich media formats. Figure 5 Click-through Rate by DoubleClick Rich media Format 0.15% 0.10% 0.10% 0.10% 0.09% 0.08% 0.05% 0.00% DoubleClick Rich DoubleClick Rich DoubleClick Rich DoubleClick Rich Media In-Page Media Expanding Media In-Page Media Expanding (Non-Video) (Non-Video) (Video) (Video) Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008 Click-through Rate (CTR) by Creative Size for In-Page and Expanding DoubleClick Rich media Formats Figure 6 DoubleClick Rich media In-Page (Video) - Click-through Rate Half Page Ad (300x600) 0.26% Wide Skyscraper (160x600) 0.09% Large Rectangle (336x280) 0.16% Medium Rectangle (300x250) 0.12% Skyscraper (120x600) 0.13% Leaderboard (728x90) 0.06% Full Banner (468x60) 0.09% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008 5
  • 2008 Year-in-Review Benchmarks Figure 7 DoubleClick Rich media In-Page (non-Video) - Click-through Rate Half Page Ad (300x600) 0.19% Wide Skyscraper (160x600) 0.11% Large Rectangle (336x280) 0.13% Medium Rectangle (300x250) 0.11% Skyscraper (120x600) 0.09% Leaderboard (728x90) 0.06% Full Banner (468x60) 0.07% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008 Figure 8 DoubleClick Rich media Expandable (Video) - Click-through Rate Half Page Ad (300x600) 0.27% Wide Skyscraper (160x600) 0.08% Large Rectangle (336x280) 0.16% Medium Rectangle (300x250) 0.13% Skyscraper (120x600) 0.10% Leaderboard (728x90) 0.09% Full Banner (468x60) 0.17% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008 6
  • 2008 Year-in-Review Benchmarks Figure 9 DoubleClick Rich media Expandable (non-Video) - Click-through Rate Half Page Ad (300x600) 0.10% Wide Skyscraper (160x600) 0.09% Large Rectangle (336x280) 0.15% Medium Rectangle (300x250) 0.11% Skyscraper (120x600) 0.13% Leaderboard (728x90) 0.07% Full Banner (468x60) 0.11% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008 Interaction and Expansion Rates Consider video over non-video for higher interaction and expansion rates in both in-page as well as expanding rich media formats. Figure 10 Interaction Rate and Expansion Rate by DoubleClick Rich media Format 3.00% 2.65% 2.48% 2.50% 2.35% 2.29% 1.99% 2.08% 2.00% 1.50% 1.00% 0.50% 0.00% DoubleClick Rich DoubleClick Rich DoubleClick Rich DoubleClick Rich Media In-Page Media Expanding Media In-Page Media Expanding (Non-Video) (Non-Video) (Video) (Video) Interaction rate Expansion rate Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008 7
  • 2008 Year-in-Review Benchmarks Interaction Rate by Creative Size Figure 11 DoubleClick Rich media In-Page (Video) - Interaction Rate Half Page Ad (300x600) 4.88% Wide Skyscraper (160x600) 2.25% Large Rectangle (336x280) 3.40% Medium Rectangle (300x250) 2.78% Skyscraper (120x600) 2.13% Leaderboard (728x90) 1.38% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008 Figure 12 DoubleClick Rich media In-Page (non-Video) - Interaction Rate Half Page Ad (300x600) 4.53% Wide Skyscraper (160x600) 2.15% Large Rectangle (336x280) 3.01% Medium Rectangle (300x250) 2.51% Skyscraper (120x600) 1.73% Leaderboard (728x90) 1.40% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008 8
  • 2008 Year-in-Review Benchmarks Interaction Rate and Expansion Rate by Creative Size Figure 13 DoubleClick Rich media Expandable (Video) - Interaction Rate and Expansion Rate Half Page Ad 6.19% (300x600) 2.44% Wide Skyscraper 1.92% (160x600) 2.50% Large Rectangle 3.73% (336x280) 4.29% Medium Rectangle 3.06% (300x250) 2.59% Skyscraper 1.85% (120x600) 2.54% Leaderboard 2.10% (728x90) 2.71% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% Interaction rate Expansion rate Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008 Figure 14 DoubleClick Rich media Expandable (non-Video) - Interaction Rate and Expansion Rate Half Page Ad 5.51% (300x600) 1.09% Wide Skyscraper 2.02% (160x600) 1.75% Large Rectangle 3.36% (336x280) 3.34% Medium Rectangle 2.81% (300x250) 2.50% Skyscraper 2.10% (120x600) 2.30% Leaderboard 1.40% (728x90) 2.50% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% Interaction rate Expansion rate Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008 9
  • 2008 Year-in-Review Benchmarks Figure 15 Click-through Rate (CTR), Interaction Rate, and Expansion Rate by Industry Vertical for DoubleClick Rich media Formats Industry Vertical Click-through Rate Interaction Rate Expansion Rate Auto 0.09 2.00 1.76 B2B 0.08 3.27 4.50 CPG 0.10 3.07 3.01 Financial Services 0.06 2.43 2.51 Media / Entertainment 0.16 2.87 1.83 Retail 0.10 3.12 4.86 Tech 0.12 2.73 2.56 Telecom 0.08 1.98 1.45 Travel 0.08 2.30 3.76 Wellness 0.08 4.16 2.95 Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media formats only, a cross section of major industry verticals only, January – December 2008 average Display Time, Interaction Time, and Expanding Time Figure 16 average Display Time, Interaction Time, and Expanding Time by DoubleClick Rich media Format 40.00 sec 36.18 32.99 sec 35.00 sec sec 29.93 27.66 sec 30.00 sec sec 25.00 sec 20.00 sec 15.00 sec 10.67 10.89 sec 9.04 sec sec 7.85 8.67 10.00 sec 5.86 sec sec sec 5.00 sec 0.00 sec DoubleClick Rich DoubleClick Rich DoubleClick Rich DoubleClick Rich Media In-Page Media Expanding Media In-Page Media Expanding (Non-Video) (Non-Video) (Video) (Video) Average Display Time (sec) Average Expanding Time (sec) Average Interaction Time (sec) Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008 10
  • 2008 Year-in-Review Benchmarks average Display Time, Interaction Time, and Expanding Time by Creative Size and Rich media Format Figure 17 DoubleClick Rich media In-Page Average display time Average interaction (secs) time (secs) Half Page Ad (300x600) Video 31.60 9.79 Half Page Ad (300x600) Non-Video 39.10 11.38 Wide Skyscraper (160x600) Video 34.31 9.75 Wide Skyscraper (160x600) Non-Video 31.77 9.34 Large Rectangle (336x280) Video 44.81 11.47 Large Rectangle (336x280) Non-Video 48.11 10.62 Medium Rectangle (300x250) Video 36.30 10.85 Medium Rectangle (300x250) Non-Video 33.45 10.29 Skyscraper (120x600) Video 37.64 10.51 Skyscraper (120x600) Non-Video 35.89 10.78 Leaderboard (728x90) Video 35.52 10.32 Leaderboard (728x90) Non-Video 31.90 10.22 Full Banner (468x60) Video 38.48 10.00 Full Banner (468x60) Non-Video 33.36 7.58 Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page format only, a cross section of standard ad sizes only, January – December 2008 Figure 18 DoubleClick Rich media Expandable - average Display Time, Expanding Time, and Interaction Time Average Average Average display time expanding interaction (secs) time (secs) time (secs) Half Page Ad (300x600) Video 25.25 6.94 7.26 Half Page Ad (300x600) Non-Video 32.70 5.00 8.22 Wide Skyscraper (160x600) Video 26.53 11.53 9.27 Wide Skyscraper (160x600) Non-Video 24.13 5.86 7.69 Large Rectangle (336x280) Video 38.59 12.67 8.42 Large Rectangle (336x280) Non-Video 35.81 9.65 8.43 Medium Rectangle (300x250) Video 29.82 7.41 7.95 Medium Rectangle (300x250) Non-Video 27.74 6.19 7.56 Skyscraper (120x600) Video 29.16 7.39 6.94 Skyscraper (120x600) Non-Video 34.34 4.74 6.10 Leaderboard (728x90) Video 31.18 7.24 8.33 Leaderboard (728x90) Non-Video 28.81 5.49 8.74 Full Banner (468x60) Video 32.84 4.94 1.99 Full Banner (468x60) Non-Video 28.14 5.83 2.96 Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media expanding format only, a cross section of standard ad sizes only, January – December 2008 11
  • 2008 Year-in-Review Benchmarks Video Complete Rate Figure 19 Video Complete Rate by Format 62.32% 60.00% 50.00% 40.00% 35.25% 30.00% 20.00% 10.00% 0.00% DoubleClick Rich Media Expanding (Video) DoubleClick Rich Media In-Page (Video) Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008 Video Complete Rate by Creative Size Figure 20 DoubleClick Rich media In-Page (Video) - Video Complete Rate Half Page Ad (300x600) 43.83% Wide Skyscraper (160x600) 67.53% Large Rectangle (336x280) 61.90% Medium Rectangle (300x250) 56.59% Skyscraper (120x600) 71.48% Leaderboard (728x90) 66.83% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page video format only, a cross section of standard ad sizes only, January – December 2008 12
  • 2008 Year-in-Review Benchmarks Figure 21 DoubleClick Rich media Expandable (Video) - Video Complete Rate Half Page Ad (300x600) 24.26% Wide Skyscraper (160x600) 34.78% Large Rectangle (336x280) 34.29% Medium Rectangle (300x250) 36.82% Skyscraper (120x600) 36.04% Leaderboard (728x90) 34.50% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media expanding video format only, a cross section of standard ad sizes only, January – December 2008 Figure 22 Video Complete Rate by Industry Vertical Auto 61.41% B2B 45.45% CPG 45.51% Financial Services 53.33% Media/Entertainment 35.98% Retail 57.23% Tech 60.65% Telecom 60.29% Travel 42.42% Wellness 45.93% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media video format only, a cross section of major verticals only, January – December 2008 13
  • 2008 Year-in-Review Benchmarks Worldwide overall Performance norms Figure 23 overall Worldwide Click-through Rate across Static Image, Flash, and Rich media ad Formats Country Overall Click-through Rate Australia 0.10% Austria 0.15% Belgium 0.17% Canada 0.10% China 0.18% Denmark 0.12% Finland 0.09% France 0.12% Germany 0.13% Greece 0.18% Hong Kong 0.21% Hungary 0.11% India 0.20% Ireland 0.08% Italy 0.12% Luxembourg 0.08% Malaysia 0.29% Netherlands 0.16% New Zealand 0.14% Norway 0.07% Singapore 0.20% Spain 0.14% Sweden 0.10% Switzerland 0.11% Turkey 0.14% United Arab Emirates 0.26% United Kingdom 0.08% United States 0.10% Source: DoubleClick DART for Advertisers, a cross section of regions, January – December 2008 14
  • 2008 Year-in-Review Benchmarks Figure 24 DoubleClick Rich media metrics across a Cross-Section of Regions Country Interaction Expansion Video Average Average Average Rate Rate Complete Interaction Expanding Display Rate Time Time Time Australia 3.70% 5.96% 38.73% 10.12 secs 8.06 secs 41.84 secs Belgium 3.06% N/A 38.81% 8.22 secs 3.25 secs 26.29 secs Canada 3.45% 5.28% 67.66% 9.26 secs 4.81 secs 41.27 secs France 3.31% 7.16% 54.18% 9.19 secs 15.89 secs 38.26 secs Germany 4.10% 7.72% 59.91% 8.32 secs 5.56 secs 31.72 secs Hong Kong 4.72% 9.67% 27.11% 9.67 secs 4.29 secs 10.98 secs Ireland 2.08% 4.10% 42.07% 10.55 secs 10.46 secs 32.82 secs Italy 3.42% N/A 55.38% 8.85 secs 7.98 secs 35.67 secs Luxembourg 2.14% 6.00% 34.24% 9.08 secs 7.73 secs 30.98 secs Malaysia 4.49% 9.67% N/A 8.60 secs 5.57 secs 45.15 secs Netherlands 4.45% 9.57% 43.68% 7.97 secs 3.81 secs 29.82 secs Singapore 3.80% 6.91% 37.69% 10.10 secs 5.29 secs 31.20 secs Sweden 3.41% N/A N/A 9.39 secs N/A 34.66 secs United Kingdom 2.29% 4.77% 47.41% 9.30 secs 7.04 secs 32.20 secs United States 2.11% 2.46% 54.52% 10.29 secs 6.50 secs 32.13 secs Source: DoubleClick DART for Advertisers, a cross section of regions with statistically significant rich media metrics, January – December 2008 15
  • 2008 Year-in-Review Benchmarks appendix appendix a: about the Source Data DoubleClick has built a robust software tool to analyze online advertising campaign activity across its DART ad serving platform. Presently, the tool reports click-through rates, interaction rates, interaction times, expansion rates, expansion times and video complete rates for ads for thousands of advertisers using the DART for Advertisers (DFA) and DoubleClick Rich Media platforms. These data are carefully normalized to reflect industry norms to the best of our ability. The Advertising Research Foundation (ARF) was consulted on the design of this tool and advised on aspects of its methodological design, including the use of medians instead of mean averages for the calculation of the benchmark metrics noted above. Data shown here represent activity of a wide range of ad formats for DFA advertisers in the United States unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on interaction rates and interaction times are from April 2008 to December 2008. The dataset used for the DoubleClick benchmarks reports of the activity of thousands of DFA advertisers that have been categorized by industry and country geography. Industry categories are defined by the sub-categories they represent. To make category assignments, each DFA advertiser is assigned to a single industry sub-category. Subcategory assignments then roll-up into category assignments. For example, the Media and Entertainment industry category is a roll-up of advertiser data from seventeen sub- categories, including Music, Movies, Sports, Arts and others. To ensure statistical soundness as well as client confidentiality, minimums have been applied to the data sets that can be reported on: at least four advertisers and four DART networks must be represented for any metric to be reported at any dimension of the data (e.g., by creative size, by time period). appendix B: Definition of Interaction Rate and Interactions Interaction Rate: The ratio of DoubleClick Rich Media ad interactions to the number of rich media ad impressions displayed. This number is reached using the following calculation: Interactions ÷ Rich Media Impressions Interactions: The number of times users interacted with a DoubleClick Rich Media ad. An interaction is uniquely counted only once per impression. Interactions are captured when the user does one or more of the following: • Mouses over the ad for 1 continuous second • Clicks an Exit link • Makes the ad display in Full Screen mode • Expands the ad appendix C: Definition of average Interaction Time Average Interaction Time: The average amount of time, in seconds, that a user interacts with a DoubleClick Rich Media ad. Time from multiple interactions with an ad during a single ad view are aggregated. 16
  • 2008 Year-in-Review Benchmarks appendix D: Definition of Expansion Rate Expansion Rate: Expansion rate is calculated by dividing Expansions by DoubleClick Rich Media Expanding ad impressions. Expansions are counted when a user expands the ad by either rolling over the ad or by clicking on it and the ad reaches its expanded state. An expansion is counted only once per impression appendix E: Definition of average Expanding Time Average Expanding Time: The average length of time, in seconds, that an expanding ad is viewed in its expanded state. Time from multiple expansions during a single ad view are aggregated. Timer starts when the ad reaches the expanded state and stops when it collapses. Any expansion time that exceeds four minutes is capped. This extended expansion time can occur, for example, when a user opens an expanding ad on his or her browser, then steps away for an hour without collapsing the ad or closing the browser. The capping rule helps prevent skewed results. appendix F: measuring Video Completes The video complete rate is calculated by the following formula and definitions: Video Completes ÷ Video Plays Video Completes: The number of times a video played to its completion. For example, the number of times a 15-second video plays for its full 15 seconds. Video Plays: The number of impressions where a video started to play. about DoubleClick DoubleClick is a premier provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, mobile, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. DoubleClick is a division of Google Inc. (NASDAQ: GOOG). Learn more at www.doubleclick.com For more information on the DoubleClick platform and DoubleClick advertiser, publisher, search, and rich media solutions, contact a sales representative at (212) 271-CLICK (2542) or www.doubleclick.com/contact/report US Headquarters EMEA Headquarters Asia Pacific Headquarters 76 Ninth Avenue Gordon House Suite 19, Level 1 6th Floor Barrow Street 88 Cumberland Street New York, NY 10011 Dublin 4 The Rocks, Tel: 212-683-0001 Ireland Sydney, NSW 2000 Tel: 866-683-0001 (toll free) Tel: +353 1 543 0100 Australia Fax: 212-287-1203 Fax: +353 1 436 1001 Tel: +61 (0)2 8247 3700 Fax: +61 (0)2 8247 3701 www.doubleclick.com ©2009 Google Inc. DoubleClick is a division of Google Inc. All rights reserved. 090616_1676093