Estudio de Mediamind Buenas prácticas para crear un anuncio online inteligente
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Estudio de Mediamind Buenas prácticas para crear un anuncio online inteligente

on

  • 1,543 views

El nuevo estudio de MediaMind muestra cómo mejorar significativamente los resultados de un anuncio online e identifica las mejores prácticas para ayudar a los anunciantes a crear campañas de ...

El nuevo estudio de MediaMind muestra cómo mejorar significativamente los resultados de un anuncio online e identifica las mejores prácticas para ayudar a los anunciantes a crear campañas de publicidad digital más eficaces

Statistics

Views

Total Views
1,543
Views on SlideShare
1,081
Embed Views
462

Actions

Likes
0
Downloads
29
Comments
0

7 Embeds 462

http://www.sociallyperforming.com 156
http://www.mediosyempresas.com.ar 127
http://fnep-jovenes2.tadelformacion.com 81
http://www.mediosyempresas.com 70
http://fnep-jovenes.tadelformacion.com 14
http://mediosyempresas.com 12
http://mediosyempresas.com.ar 2
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Estudio de Mediamind Buenas prácticas para crear un anuncio online inteligente Document Transcript

  • 1. Índices de referencia de MediaMind¿Qué es lo que hace que un anuncio sea inteligente?7 buenas prácticas para crear un anuncio inteligente ® 2011 MediaMind Inc. All rights reserved.
  • 2. 7 buenas prácticas para crear un anuncio inteligente Table of Contents 3 7 buenas prácticas para crear un anuncio inteligente 4 Dwell, la manera inteligente de medir resultados 5 Crear anuncios más inteligentes 12 Resumen de índices de referencia 13 Regional Benchmarks 13 Australia & new Zealand 17 Middle East & Africa 14 East Asia 18 North America 15 Europe 19 South Asia 16 Latin America 20 Country Benchmarks 20 Argentina 33 Greece / Hong Kong 45 Portugal 21 Australia 34 Hungary / India 46 Romania / Russia 22 Austria 35 Indonesia / Ireland 47 Singapore 23 Belgium 36 Israel 48 South Africa 24 Brazil 37 Italy 49 Spain 25 Canada 38 Japan / Korea 50 Sweden 26 Chile / China 39 Malaysia 51 Switzerland 27 Colombia / Cyprus 40 Mexico 52 Taiwan 28 Denmark 41 Netherlands 53 Thailand 29 Dubai 42 New Zealand 54 Turkey 30 Finland 43 Norway / Pakistan 55 UK 31 France 44 Philippines / Poland 56 United States 32 Germany 57 MediaMind Verticals Definitions 58 MediaMind Metrics Definitions 2
  • 3. 7 buenas prácticas para crear un anuncio inteligente7 buenas prácticas para crear un anuncio inteligente 1 Usa vídeo El vídeo atrae más usuarios a tu anuncio y hace que pasen más tiempo con él. Haz que tu anuncio se inicie automáticamente 2 Un vídeo iniciado automáticamente destaca más entre el contenido de la página y aumenta la implicación. Ajusta el anuncio al contenido de la página 3 Los anuncios junto a contenidos relevantes logran mejores resultados que los anuncios situados en espacios non-premium o redes sociales. Usa formatos enriquecidos y más visibles para la publicidad 4 Las pausas publicitarias alcanzan una alta atención, mientras que los anuncios expandibles mantienen a los usuarios implicados durante más tiempo. Usa anuncios sincronizados 5 La creatividad integrada alcanza un Dwell Rate más alto que colocar simplemente dos anuncios por separado en una página web. Aprovecha la optimización creativa dinámica 6 La optimización automática, incluida en Smart Versioning, mejora los resultados sirviendo la mejor creatividad en todas las impresiones. Añade Ad Exchange a las compras de espacio publicitario 7 De este modo se reducen los costes y se incrementan las conversiones al alcanzar el público objetivo a través de compras en el mercado Ad Exchange (bolsa de anuncios). 3
  • 4. 7 buenas prácticas para crear un anuncio inteligente Dwell, la manera inteligente de medir resultados Para comprender el efecto de la marca sobre anuncios, debemos medir la implicación. Para medir la eficacia de la marca, MediaMind utiliza dos métricas: Dwell Rate y la Average Dwell Duration. La Dwell Rate mide la proporción de impresiones de Rich Media que se han activado intencionadamente mediante una tecla, interacción o clic. La Average Dwell Duration se mide en segundos por los usuarios implicados. En ambos casos, se excluyen los Dwells no intencionados que duran menos de un segundo. El Dwell proporciona una estimación de la proporción de las impresiones que los usuarios han visto con alta probabilidad. Estos tienden a seguir el movimiento del cursor del ratón con los ojos. El Dwell mide la proporción de las impresiones que registraron un contacto significativo, de más de un segundo, con el cursor del ratón. Aunque pueda haber usuarios que hayan visto los anuncios sin tocarlos con el ratón, el Dwell permite determinar el número de usuarios que con alta probabilidad han visto el anuncio. Además, un estudio realizado por MediaMind, Microsoft Advertising y comScore revela que el Dwell realmente tiene un efecto sobre la métrica de marca. Los resultados del estudio conjunto indican que los usuarios que estaban expuestos a campañas con un Dwell alto son tres veces más propensos a buscar palabras claves relacionadas con la marca que los usuarios que han visto una campaña con un Dwell bajo. Asimismo, las campañas con un Dwell elevado aumentan el tráfico en la web del anunciante en un 69% y la implicación con la marca, lo que incrementa las visitas a la página y el tiempo de permanencia en ella.11 Puedes descargar el informe en: http://advertising.microsoft.com/europe/dwell-on-branding 4
  • 5. 7 buenas prácticas para crear un anuncio inteligenteCrear anuncios más inteligentesNo todos los anuncios se crean de la misma manera. Una de las preguntas que los anunciantes se plantean es cómo mejorar los resultadosde sus campañas de marca online. Para encontrar una respuesta y descubrir lo que funciona mejor, analizamos aproximadamente 300.000anuncios creativos y más de 100.000 millones de impresiones. Es cierto que no existe una fórmula mágica y el éxito depende en granmedida de la ejecución creativa de la campaña, pero hay algunas simples reglas generales que los anunciantes deberían tener en cuentaa la hora de crear anuncios más inteligentes y aumentar la implicación.1. Usa vídeoEl vídeo tiene dos efectos sobre el usuario:• Atrae la atención del usuario hacia anuncios dinámicos desviándola del contenido de la página web de la editorial online, que principalmente consta de texto.• Permite que el usuario dedique más rato al anuncio, por lo que aumenta el tiempo de retención del usuario. Gráfico 1: Rendimiento del Dwell con vídeos creativos Dwell Rate Average Dwell Duration (s) Rich Media sin vídeo Rich Media con vídeo Rich Media sin vídeo Rich Media con vídeoFuente: MediaMind Research, 2011.La incorporación de un vídeo al anuncio creativo es un método simple pero eficaz para conseguir que el usuario se implique más con elanuncio. Un estudio llevado a cabo entre todos los anunciantes de MediaMind entre el tercer trimestre de 2010 y el segundo trimestre de2011 demuestra que la publicidad que utiliza vídeos aumenta, en términos medios, la atención hacia el anuncio en un 22%, incrementandoel Dwell Rate del 5,2% al 6,3%. Además, la retención, es decir la Average Dwell Duration, asciende de 48 a 53 segundo, una subida del 11%. 5
  • 6. 7 buenas prácticas para crear un anuncio inteligente2. Haz que tu vídeo se inicie automáticamenteSi se utiliza un vídeo en una campaña online, conviene que este se inicie automáticamente, en lugar de esperar que lo active el usuario. Segúnel estudio de MediaMind, los vídeos de inicio automático alcanzan niveles más elevados de Dwell Rate y tasa de clics (CTR), en comparacióncon banners expandibles y banners corteses (polite banners). En lo que concierne a la Average Dwell Duration, los resultados son dispares. Gráfico 2: Rendimiento de vídeos iniciados automáticamente y por el usuario IniciadoBanner automáticamenteexpandible Iniciado por el usuario IniciadoPolite automáticamenteBanner Iniciado por el usuario Dwell Rate Average Dwell Duration (s) Click Through RateFuente: MediaMind Research, 2011.Esto tiene sentido ya que el vídeo que se inicia automáticamente es más visible para el usuario. En los banners expandibles el vídeo quedaocultado a menudo por el panel. Por consiguiente, el usuario no lo puede percibir a primera vista. Una buena práctica sería tener un vídeosencillo en primer plano y permitir al usuario reproducir una versión de alta calidad después de expandir activamente el banner. 6
  • 7. 7 buenas prácticas para crear un anuncio inteligente3. Ajusta el anuncio al contenido de la páginaHemos notado que un anuncio en medio de un contenido relevante consigue mejores resultados. Entornos como por ejemplo música,entretenimiento, finanzas, páginas iniciales, tecnología y niños suelen alcanzar niveles más altos de Dwell Rate, Dwell Time medio y CTR queentornos más generales tales como RON (Run of Network), ROS (Run of Site) y redes sociales. Estas diferencias en el rendimiento se explicanbásicamente por tres razones• El contenido es un indicador muy eficaz del interés. Las personas que frecuentan páginas con temas financieros sin duda están más interesadas por productos financieros, igual que los visitantes de páginas con contenido técnico son más propensos de comprar nuevos artilugios.• Los usuarios tienden a pasar más tiempo en páginas con contenido relevante, en comparación con contenidos más generales, y cuanto más tiempo pasan hojeando el contenido del soporte, más probable es que vean el anuncio y se impliquen con él. Es posible que en general las personas estén mucho tiempo conectadas a redes sociales, entrando y saliendo varias veces cada día, pero no se quedan mucho rato en la misma página.• Los anuncios en páginas con contenido relevante son más oportunos, ya que transmiten su mensaje a usuarios que están consumiendo contenido de la misma materia y por ello son más receptivos al mensaje de la marca.Por lo tanto, conviene posicionar anuncios en formato Rich Media en páginas con contenido relevante, en vez de páginas non-premium contemas más generales. El contenido relevante impulsa la implicación y los clics, por lo que su anuncio creativo resulta más efectivo. Gráfico 3: Dwell según el entorno y la ubicación del anuncio Tasa de clics IM Average Dwell Duration (s) Correo Mapas Música Tecnología Finanzas Promedio Juegos Tiempo Página inicial Entretenimiento ROS Viajes Noticias Estilo de vida Salud y belleza RON Deportes Redes sociales Niños Coches Promedio Dwell RateFuente: MediaMind Research, 2011 Global 7
  • 8. 7 buenas prácticas para crear un anuncio inteligente4. Usa formatos enriquecidos y más visibles para la publicidadDiferentes formatos publicitarios pueden tener fines distintos, dependiendo de los objetivos de la campaña. Por ejemplo, formatos comohomepage takeover, banner expandible, peelback banner y amplificador de vídeo son muy útiles para retener al usuario. Estos anunciosson pequeños al principio pero crecen y crean un lienzo para los usuarios que se interesen por ellos. Este formato de mayor tamaño permiteincluir más contenido en el anuncio, lo que aumenta la Average Dwell Duration ya que hace que el usuario dedique más tiempo al bannery tenga una gran experiencia.Las pausas publicitarias así como los anuncios flotantes y superpuestos (overlays) crean una experiencia ligeramente diferente. Estos anunciostienen un impacto muy fuerte y acaparan una gran atención de los usuarios, lo que eleva la Dwell Rate. Una proporción relativamentealta de los usuarios sitúa el cursor del ratón sobre estos banners por más de un segundo, lo que permite suponer que han reconocido elmensaje de la publicidad. No obstante, estos formatos presentan una Average Dwell Duration más baja y, por consiguiente, ofrecen unaretención inferior. Gráfico 4: Dwell según el formato publicitario Tasa de clics IM Average Dwell Duration (s) Peelback Amplificador de vídeo Banner expandible Skin Sidekick Homepage Takeover Polite Banner Single Expandable Push Down Banner Eyeblaster TV Overlay Anuncio emergente Anuncio flotante Pausa publicitaria Average Dwell RateFuente: MediaMind Research, 2011 Global 8
  • 9. 7 buenas prácticas para crear un anuncio inteligente5. Usa anuncios sincronizadosHay un método de desviar la atención del contenido del soporte y aumentar la visibilidad sin ser intrusivo. Los anuncios sincronizados ocupandos posiciones diferentes y crean una experiencia unificada. Una de las ventajas importantes aportadas por los anuncios sincronizados esque el total es más que la suma de sus partes; los dos banners pueden interactuar entre sí y, de esta manera, ocupan una mayor parte dela página que un lienzo para transmitir el mensaje.Un análisis de miles de anuncios sincronizados muestra que una mayor visibilidad aumenta la Dwell Rate y la tasa de clics para cada unode los anuncios creativos. Por lo tanto, los anuncios sincronizados alcanzan valores más altos de Dwell Rate y CTR que la simple colocaciónde dos anuncios regulares en la misma página. La Average Dwell Duration suele repartirse entre los dos anuncios y, por ende, es más baja. Gráfico 5: Dwell para anuncios sincronizados Dwell Rate Dwell Duration (Sec) Anuncios Anuncios Anuncios Anuncios regulares sincronizados regulares sincronizados Click Through Rate Anuncios Anuncios regulares sincronizadosFuente: MediaMind Research, 2011. 9
  • 10. 7 buenas prácticas para crear un anuncio inteligente6. Aprovecha la optimización creativa dinámicaLa optimización creativa, incluida en Smart Versioning, permite a los anunciantes aprovechar la sabiduría de su público para encontrar mejoresanuncios creativos que impliquen a los usuarios. Comparando constantemente los resultados de cada versión del anuncio y ofreciendo lamejor al usuario, la optimización creativa contribuirá a una máxima eficacia de los anuncios.Se trata de un algoritmo de aprendizaje realimentado continuamente por las acciones de los usuarios al interactuar con la campaña. Elalgoritmo cambia la creatividad en función de las respuestas que recibe de los usuarios, y puede visualizar las versiones de los anuncioscreativos que registran con mayor probabilidad clics, conversiones, interacciones o Dwell.La optimización creativa ayuda a los anunciantes porque ya no tienen que adivinar qué creatividad es la mejor o qué imagen, copia ofuente conviene tener en cuenta. Los anunciantes pueden cargar todas sus ideas creativas y dejar que el algoritmo entregue las versionesque generen más respuestas entre los usuarios en un momento determinado.La optimización creativa también puede distinguir diferencias minúsculas entre versiones similares. Tomemos a modo de ejemplo dosllamadas a una acción: “Haga clic aquí para recibir un descuento de un dólar” y “Haga clic aquí para recibir un descuento del 10%.”Aunque ambas pueden ser económicamente equivalentes, es posible que una genere más clics que la otra. Sin la optimización creativa,por el tiempo que pierde al elegir la versión que funcione mejor, puede ser demasiado tarde para conseguir un impacto significativo sobreel rendimiento global de la campaña. Sin embargo, con la optimización creativa, el algoritmo puede seleccionar la versión más eficaz.Por lo tanto, los anunciantes pueden reducir el riesgo de presentar anuncios creativos ineficaces y adoptar una estrategia más audaz einnovadora de publicidad online. Gráfico 6: Dwell con optimización automática Dwell Rate Dwell Duration (Sec) Otros Optimización Otros Optimización automática automáticaFuente: MediaMindComo se puede ver, la optimización creativa puede mejorar considerablemente los resultados de una campaña. Un análisis de campañascon optimización creativa revela que estas lograron un incremento del 6% de la Dwell Rate y del 10% en la Average Dwell Duration encomparación con banners estándares. 10
  • 11. 7 buenas prácticas para crear un anuncio inteligente7. Añade Ad Exchange a las compras de espacio publicitarioDirigirse a los usuarios a través del mercado Ad Exchange puede ser una excelente manera de aumentar el ROI y reducir los costes porconversión. Las compras de inventario publicitario a través de Ad Exchange permiten a los anunciantes llevar a cabo campañas dirigidassolamente a unos usuarios concretos, en vez de difundir la publicidad por páginas tradicionales y rezar para que funcione (spray & pray).Además, la licitación puede reducir los costes de los espacios publicitarios en comparación con las páginas premium.He aquí un ejemplo de cómo una empresa de entretenimiento de la lista Fortune 500 consiguió reducir los costes por conversión. Elobjetivo de la campaña era contratar a solicitantes de trabajo con habilidades concretas y recibir un máximo de solicitudes completadasa un coste mínimo.El cliente optimizó, a través de su agencia, Bernard Hodes Group, el alcance y los resultados de su compra de espacios publicitarios non-premium adquiriendo espacio adicional a través de Ad Exchange y apuntando hacia usuarios concretos. El resultado fue fenomenal: elespacio comprado a través de Ad Exchange resultó más rentable que cualquier otro, alcanzando el número más alto de conversiones yreduciendo el coste por conversión en un 58% en relación con otras compras non-premium. Gráfico 7: Comparación de costes por conversión Ad Exchange Otros espacios non-premiumSource: MediaMind Research, 2011 Global.En resumen, las campañas basadas en comercio inteligente lograron una tasa de clics del 0,03% en Europa y Norteamérica.En el mercado competitivo de la publicidad digital, los anunciantes tienen que invertir su valioso dinero de manera inteligente.Las siete reglas expuestas son métodos probados para mejorar el rendimiento y obtener más de cada impresión servida. 11
  • 12. 7 buenas prácticas para crear un anuncio inteligenteResumen de índices de referenciaEste documento contiene los índices de referencia correspondientes al rendimiento medio según mercado, formato publicitario, tamaño ysector, para ayudar a los anunciantes a medir los resultados de sus campañas y a compararlos con los resultados de sus competidores. Losíndices de referencia se basan en datos recopilados entre el tercer trimestre de 2010 y el segundo trimestre de 2011.En cuanto a la tasa de clics, Rich Media suele rendir tres veces más que los banners estándares. Los sectores con la tasa de clics más alta soncomercio al por menor, telecomunicaciones y salud y belleza. Los sectores donde destacan los banners estándares por su alto rendimientoson: tecnología e Internet, noticias y medios de comunicación y textil. CTR by Vertical Comercio al por menor Telecomunicaciones Salud y belleza Entretenimiento Deportes Coches Juegos Electrónica Trabajo Bienes de consumo Tecnología/Internet Viajes Apparel Noticias/medios Services Finanzas Corporativo Administración Pública/suministro Gastronomía Salud B2B Banner éstandar Rich MediaFuente: MediaMind Research, 2011.La única finalidad de estos índices de referencia es servir de orientación para el rendimiento. Las campañas a las que se refieren estosíndices pueden tener objetivos distintos, y es posible que cada sector contenga diferentes tamaños e implementaciones. Por lo tanto, losanunciantes deberían utilizar esta información como referencia, y no para medirse a sí mismo. 12
  • 13. Benchmarks for Australia and New Zealand – Q4 2010 - Q3 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 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 3.2% 4.5% 5.5% 51.1 0.16% 48.5 67.3% 78.3% 67.6% 27.5 1.7% 51.1% 39.2% 3.2% 27.6% 119.9 300x250 2.9% 4.3% 6.6% 45.8 0.21% 49.5 65.7% 75.0% 63.0% 24.0 2.3% 53.0% 41.1% 2.6% 34.2% 198.1 728x90 8.5% 10.1% 8.0% 63.5 0.09% 87.5 68.3% 49.1% 33.9% 48.8 2.3% 45.5% 33.2% 8.5% 21.7% 79.6 120x600 14.9% 20.2% 13.1% 42.7 0.17% -- -- -- -- 8.1 6.9% 60.2% 41.2% 14.9% 20.0% 41.2 0.07% Formats 234x60 2.7% 3.8% 1.6% 95.5 31.2 82.6% 95.6% 90.9% 21.0 0.6% 44.4% 33.0% 2.6% 3.6% 40.7 Floating Ad 1.4% 2.0% -- -- 1.34% 8.7 55.9% 42.4% 9.4% -- -- -- -- -- -- -- Floating Ad with Reminder 2.8% 3.1% 16.3% 28.8 0.74% 15.2 69.9% 45.8% 32.4% -- -- -- -- -- -- -- Polite Banner 0.5% 1.5% 2.2% 31.0 0.12% 26.8 58.7% 73.1% 58.3% -- -- -- -- -- -- -- 300x250 0.5% 1.8% 2.5% 31.8 0.10% 27.2 58.6% 71.9% 57.2% -- -- -- -- -- -- -- 728x90 0.5% 1.2% 1.5% 30.1 0.16% 22.6 67.8% 84.4% 70.1% -- -- -- -- -- -- -- 160x600 0.5% 0.7% 1.5% 26.6 0.07% 18.9 83.8% 85.2% 73.1% -- -- -- -- -- -- -- Push Down Banner 0.8% 1.7% 4.1% 28.4 0.11% 50.0 38.2% 78.9% 64.4% 37.5 3.4% 71.2% 53.6% 0.7% 19.3% 115.5 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 1.2% 1.9% 3.0% 41.8 0.08% 0.06% 66.9 63.2% 64.4% 50.1% 80.5 1.8% 64.6% 49.0% 2.7% 8.0% 62.3 7 buenas prácticas para crear un anuncio inteligente Auto 1.8% 2.9% 4.1% 32.8 0.12% 0.06% 40.5 42.0% 74.3% 60.6% 17.4 7.2% 86.2% 77.3% 3.4% 21.9% 83.4 B2B 2.9% 4.0% 7.1% 42.3 0.24% 0.04% 14.1 83.7% 60.8% 44.1% 16.1 0.1% 39.4% 27.7% 5.1% 21.4% 18.4 Careers 2.5% 2.7% 2.5% 9.9 0.00% 0.05% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 1.4% 2.1% 4.0% 43.6 0.15% 0.06% 32.0 54.0% 71.4% 58.1% 39.6 9.1% 68.8% 52.9% 2.8% 47.2% 245.7 Corporate 0.6% 0.8% 4.5% 19.8 0.17% 0.07% 31.2 52.4% 64.2% 25.9% 90.8 1.8% 34.8% 24.6% 0.8% 6.0% 32.9 Electronics 2.1% 3.2% 3.3% 27.9 0.31% 0.07% 19.1 45.5% 62.3% 48.4% -- -- -- -- 1.7% 9.5% 34.9 Entertainment 1.0% 1.7% 3.8% 42.4 0.17% 0.09% 30.3 62.8% 76.0% 62.7% 20.3 11.8% 74.4% 62.0% 2.0% 26.7% 197.1 Financial 1.4% 1.6% 4.7% 40.2 0.39% 0.03% 36.3 57.0% 78.9% 58.5% -- -- -- -- 2.1% 66.1% 208.1 Gaming 1.6% 4.4% 4.4% 22.8 0.19% 0.04% 37.1 47.8% 81.6% 70.7% 34.9 19.4% 83.9% 74.0% 2.4% 10.5% 76.7 Government/Utilities 1.0% 1.3% 3.5% 41.4 0.13% 0.05% 43.6 60.9% 59.7% 45.3% 24.3 14.6% 78.0% 60.7% 1.7% 9.5% 69.8 Health/Beauty 3.3% 4.9% 4.5% 43.7 0.18% 0.05% 23.9 52.8% 70.5% 55.1% 43.6 4.0% 50.8% 36.1% 6.5% 27.5% 98.6 Verticals Medical 0.2% 0.2% 3.4% 34.6 0.10% 0.06% 29.1 56.3% 60.0% 45.4% -- -- -- -- -- -- -- News/Media 1.9% 2.6% 3.4% 36.6 0.11% 0.03% 33.8 67.3% 70.0% 52.7% -- -- -- -- 7.9% 10.5% 43.4 Restaurant 2.5% 3.5% 4.0% 40.3 0.27% 0.08% -- -- -- -- -- -- -- -- 5.2% 17.5% 98.8 Retail 1.4% 1.9% 3.4% 41.8 0.11% 0.08% 25.4 55.6% 79.1% 65.4% 49.8 12.1% 80.3% 63.1% 4.0% 8.9% 90.6 Services 1.2% 1.7% 1.7% 36.8 0.05% 0.05% 32.7 63.4% 69.9% 52.6% 44.6 0.5% 38.0% 20.7% 1.4% 10.9% 241.3 Sports 2.5% 3.2% 3.1% 36.3 0.16% 0.06% -- -- -- -- 23.3 0.7% 21.7% 13.5% 2.6% 4.7% 21.2 Tech/Internet 4.0% 19.9% 5.4% 79.1 0.14% 0.05% 40.9 49.4% 52.9% 39.9% -- -- -- -- -- -- -- Telecom 1.9% 3.0% 3.9% 31.4 0.18% 0.05% 29.3 63.8% 76.8% 63.6% 12.1 5.2% 90.5% 83.8% 2.2% 11.2% 139.1 Travel 1.7% 2.2% 3.5% 43.1 0.12% 0.06% 18.5 59.3% 64.9% 52.1% -- -- -- -- 4.7% 37.5% 162.0 Data Source MediaMind Research, Q4 2010 - Q3 2011 Regional Benchmarks 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.com13
  • 14. Benchmarks for East Asia – Q4 2010 - Q3 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 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- Rich Media Commercial Break 4.7% 4.6% -- -- -- -- -- -- -- -- -- -- -- -- -- -- Expandable Banner 7.1% 23.0% 5.5% 50.6 0.26% 49.5 70.3% 70.1% 57.7% 42.6 11.2% 47.1% 35.6% 6.2% 41.6% 53.2 300x250 5.8% 10.8% 7.8% 40.2 0.21% 64.4 50.8% 55.5% 40.6% 38.2 13.5% 44.5% 26.8% 5.0% 16.4% 46.6 728x90 3.6% 5.4% 7.4% 40.4 0.36% -- -- -- -- -- -- -- -- 3.0% 32.1% 118.8 234x60 -- -- 8.1% 46.9 0.41% 52.7 81.2% 77.9% 65.6% 44.9 10.6% 48.6% 38.2% 11.7% 23.3% 20.4 Formats Floating Ad 3.9% 4.2% 12.8% 4.3 1.07% 32.2 83.4% 55.1% 39.2% -- -- -- -- -- -- -- Floating Ad with Reminder 14.4% 26.8% 19.3% 26.8 1.52% 24.4 52.1% 61.7% 46.2% -- -- -- -- -- -- -- Polite Banner 1.1% 3.3% 4.3% 42.5 0.14% 36.8 52.4% 58.2% 42.3% -- -- -- -- -- -- -- 300x250 1.3% 4.2% 4.1% 53.2 0.10% 37.2 60.5% 59.5% 42.9% -- -- -- -- -- -- -- 728x90 -- -- 3.9% 27.0 0.09% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- 1.1% 29.5 0.13% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 1.9% 3.1% 11.7% 18.5 0.30% 39.7 19.6% 41.7% 21.6% -- -- -- -- 0.5% 42.4% 73.8 728x90 -- -- -- -- -- 39.7 19.6% 41.7% 21.6% -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with 7 buenas prácticas para crear un anuncio inteligente Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 3.8% 12.8% 5.4% 38.4 0.25% 0.21% 34.4 44.0% 62.5% 46.6% 39.9 15.5% 64.0% 48.1% 10.1% 23.3% 44.9 Auto 5.9% 16.0% 5.9% 51.4 0.23% 0.16% 42.4 64.1% 74.6% 57.7% 27.1 19.7% 50.2% 38.0% 6.4% 37.9% 114.4 B2B 0.4% 1.1% 2.4% 28.8 0.07% 0.08% -- -- -- -- -- -- -- -- 9.5% 50.1% 15.7 Careers -- -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 4.1% 14.0% 5.6% 38.3 0.24% 0.05% 42.4 70.9% 64.9% 51.6% 29.3 11.3% 43.9% 34.0% 4.4% 44.8% 106.1 Corporate 3.8% 9.1% 6.3% 35.9 0.19% 0.06% 21.6 64.4% 67.6% 51.8% -- -- -- -- 9.1% 26.6% 112.2 Electronics 8.5% 26.3% 7.5% 48.0 0.34% 0.16% 41.3 74.1% 64.5% 51.4% 36.1 18.4% 43.0% 27.2% 9.8% 25.0% 58.4 Entertainment -- -- 6.3% 48.5 0.28% 0.11% 50.6 55.6% 58.9% 45.3% 50.1 17.1% 54.7% 42.7% 7.8% 46.9% 115.3 Financial 4.4% 12.3% 4.8% 40.2 0.24% 0.04% 39.5 77.0% 62.4% 47.1% -- -- -- -- 4.6% 44.9% 108.8 Gaming 6.5% 23.0% 5.1% 52.4 0.28% 0.18% 40.1 64.6% 56.8% 44.1% 23.5 4.6% 15.8% 10.5% 5.2% 45.5% 130.1 Government/Utilities -- -- 8.4% 60.9 0.33% -- -- -- -- -- -- -- -- -- 11.3% 19.1% 45.4 Health/Beauty 3.6% 12.0% 4.7% 51.6 0.18% 0.04% 48.7 66.1% 59.5% 45.4% 45.6 12.0% 51.0% 38.2% 4.3% 51.3% 114.9 Verticals Medical -- -- 9.4% 48.6 0.55% 0.15% 31.5 82.0% 72.7% 62.4% 28.2 19.0% 40.8% 29.4% 10.6% 21.7% 21.7 News/Media 6.5% 20.3% 7.2% 42.5 0.39% 0.06% -- -- -- -- -- -- -- -- 8.6% 24.0% 70.3 Restaurant -- -- 9.8% 28.4 0.78% 0.14% -- -- -- -- 47.3 6.9% 24.3% 18.3% 12.1% 26.6% 16.8 Retail -- -- 9.4% 53.6 0.45% 0.05% 37.3 58.4% 62.4% 50.2% 53.2 11.3% 35.8% 25.6% 10.6% 30.3% 61.6 Services 8.1% 26.9% 7.0% 39.4 0.35% 0.04% -- -- -- -- -- -- -- -- 10.0% 25.3% 58.2 Sports -- -- 9.6% 36.4 0.41% 0.08% -- -- -- -- -- -- -- -- -- -- -- Tech/Internet 2.8% 7.4% 3.3% 42.2 0.12% 0.05% 34.6 50.7% 57.8% 46.1% -- -- -- -- 3.2% 45.8% 135.1 Telecom -- -- 8.2% 39.2 0.37% 0.08% 33.4 70.1% 51.9% 37.6% -- -- -- -- 10.9% 31.4% 52.4 Travel 9.4% 22.2% 8.0% 47.6 0.25% 0.09% 50.3 67.8% 68.9% 57.4% 15.9 6.9% 18.7% 11.0% 9.6% 23.4% 67.7 Data Source MediaMind Research, Q4 2010 - Q3 2011 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.com14
  • 15. Benchmarks for Europe – Q4 2010 - Q3 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 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Rich Media Commercial Break 2.4% 2.6% -- -- -- -- -- -- -- -- -- -- -- -- -- -- Expandable Banner 8.2% 13.2% 9.6% 57.7 0.42% 44.5 70.8% 74.9% 63.0% 39.1 7.1% 58.3% 42.4% 7.4% 35.0% 148.5 300x250 6.0% 9.5% 8.7% 49.6 0.40% 46.0 71.4% 74.3% 60.8% 41.2 8.5% 66.2% 46.8% 4.8% 38.1% 136.9 728x90 8.8% 12.5% 10.6% 52.8 0.33% 34.9 70.7% 74.7% 62.5% 49.5 7.3% 53.2% 39.7% 9.1% 29.8% 97.6 120x600 8.1% 16.6% 8.7% 55.9 0.27% 109.3 17.4% 69.7% 43.5% 34.1 9.6% 77.9% 71.3% 7.9% 14.1% 87.5 234x60 13.5% 24.3% 8.9% 95.9 0.43% -- -- -- -- 24.8 5.7% 46.7% 36.4% 13.4% 22.5% 26.6 Formats Expandable Strip 6.3% 12.5% 6.6% 43.3 0.18% 158.8 74.0% 53.1% 39.9% 30.9 11.5% 70.4% 54.5% 6.0% 7.9% 26.9 Floating Ad 2.0% 2.5% 19.7% 4.5 1.44% 10.6 77.0% 46.4% 33.4% -- -- -- -- -- -- -- Floating Ad with Reminder 4.5% 9.1% 7.5% 29.1 1.42% -- -- -- -- 14.0 10.7% 24.8% 15.7% -- -- -- Polite Banner 2.1% 4.2% 3.4% 36.8 0.14% 47.3 61.4% 71.7% 57.5% -- -- -- -- -- -- -- 300x250 2.9% 5.8% 3.0% 40.5 0.12% 48.3 62.0% 71.9% 58.2% -- -- -- -- -- -- -- 728x90 0.8% 1.6% 2.4% 36.2 0.10% 36.9 68.1% 75.5% 59.3% -- -- -- -- -- -- -- 160x600 0.5% 1.2% 1.6% 27.3 0.08% 29.8 70.4% 73.1% 57.4% -- -- -- -- -- -- -- Push Down Banner 5.7% 7.9% 10.8% 34.8 0.30% 70.4 43.8% 62.9% 41.2% 22.3 9.6% 72.9% 57.3% 4.7% 28.4% 57.5 728x90 6.6% 11.6% 10.6% 40.5 0.41% 70.4 43.8% 62.9% 41.2% 22.3 9.6% 72.9% 57.3% 6.1% 37.6% 42.8 7 buenas prácticas para crear un anuncio inteligente Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 3.8% 7.4% 5.7% 47.3 0.24% 0.14% 59.6 57.8% 70.4% 54.1% 48.7 9.1% 62.5% 47.4% 9.1% 30.4% 77.3 Auto 4.2% 7.3% 7.2% 40.5 0.33% 0.09% 62.1 58.1% 65.1% 50.5% 55.5 14.6% 56.2% 31.1% 6.7% 30.8% 91.3 B2B 2.6% 3.8% 5.9% 51.4 0.17% 0.08% 79.4 61.9% 83.1% 70.2% -- -- -- -- 5.3% 45.9% 170.4 Careers 8.2% 12.6% 8.2% 73.5 0.30% 0.08% 117.1 58.6% 70.5% 60.8% 101.6 8.4% 48.9% 39.8% 10.0% 13.9% 51.7 Consumer Packaged Goods 5.8% 10.0% 8.2% 49.8 0.29% 0.09% 54.3 53.3% 62.5% 48.5% 49.2 10.6% 54.8% 38.0% 8.0% 35.3% 95.8 Corporate 4.4% 7.5% 5.5% 48.2 0.20% 0.07% 105.7 75.2% 73.6% 40.7% 68.7 18.6% 65.2% 41.6% 5.8% 26.8% 139.8 Electronics 4.8% 8.0% 7.6% 44.7 0.25% 0.10% 78.3 69.1% 73.3% 48.8% 29.6 9.6% 58.2% 43.7% 7.6% 31.3% 91.0 Entertainment 4.2% 7.3% 6.7% 50.4 0.32% 0.07% 26.5 68.8% 76.0% 64.9% 23.4 14.6% 69.4% 56.9% 7.7% 35.9% 130.8 Financial 3.4% 7.8% 5.3% 45.8 0.20% 0.11% 81.2 60.0% 67.6% 53.9% 77.6 16.1% 62.2% 48.1% 6.9% 43.3% 120.9 Gaming 4.0% 6.9% 5.4% 49.1 0.25% 0.08% 35.6 53.0% 68.6% 53.3% -- -- -- -- 5.6% 17.4% 68.6 Government/Utilities 5.5% 11.7% 6.6% 50.6 0.28% 0.07% 76.9 59.7% 59.7% 45.3% -- -- -- -- 7.1% 24.0% 49.9 Health/Beauty 4.8% 9.2% 6.6% 48.6 0.25% 0.09% 60.5 57.0% 68.0% 53.9% 50.6 9.2% 58.4% 44.8% 7.1% 39.5% 91.2 Verticals Medical 7.7% 11.5% 8.9% 51.7 0.46% 0.13% 128.3 56.5% 65.5% 53.5% -- -- -- -- 11.8% 26.0% 25.1 News/Media 5.1% 8.5% 7.2% 40.1 0.35% 0.07% 36.9 59.2% 55.9% 44.5% -- -- -- -- 12.3% 29.0% 88.1 Restaurant 3.8% 7.8% 4.6% 54.7 0.21% 0.11% 45.2 53.2% 67.1% 44.9% 43.6 17.6% 71.5% 59.0% 6.0% 21.6% 172.9 Retail 5.6% 9.7% 8.0% 43.9 0.41% 0.11% 83.6 94.9% 58.6% 48.1% 45.1 9.6% 48.9% 34.4% 9.1% 32.1% 104.2 Services 5.8% 16.0% 6.1% 62.5 0.24% 0.09% 114.2 61.1% 62.5% 47.4% -- -- -- -- 9.6% 38.7% 89.1 Sports 5.3% 8.6% 5.3% 65.7 0.23% 0.08% 80.2 57.1% 56.9% 43.2% 24.4 9.6% 55.4% 41.9% 9.8% 15.5% 39.0 Tech/Internet 3.2% 4.8% 5.3% 57.7 0.37% 0.11% 100.7 72.7% 73.7% 58.7% 36.9 6.7% 68.3% 53.6% 5.3% 37.9% 172.3 Telecom 4.5% 7.1% 6.7% 52.4 0.36% 0.12% 67.2 59.8% 64.5% 46.5% 55.1 17.3% 61.0% 41.3% 7.6% 39.9% 115.6 Travel 5.2% 9.2% 6.9% 53.0 0.26% 0.07% 63.4 62.2% 64.6% 48.0% -- -- -- -- 7.4% 25.8% 83.0 Data Source MediaMind Research, Q4 2010 - Q3 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.com15
  • 16. Benchmarks for Latin America – Q4 2010 - Q3 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 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 13.1% 24.1% 12.1% 80.0 0.47% 34.3 50.1% 83.6% 71.3% 24.7 3.5% 44.7% 28.8% 12.9% 26.9% 47.7 300x250 9.6% 16.2% 9.2% 48.2 0.43% 30.1 67.4% 81.6% 68.2% 26.6 2.7% 45.2% 29.0% 9.1% 19.9% 74.8 728x90 -- -- 12.9% 48.8 0.39% 44.4 75.5% 83.8% 59.4% 36.1 3.7% 49.5% 30.6% 11.8% 33.7% 65.8 120x600 13.1% 19.4% 12.7% 56.7 0.29% -- -- -- -- -- -- -- -- 13.1% 18.8% 59.1 0.80% Formats 234x60 -- -- 18.7% 125.0 31.2 88.3% 92.2% 88.4% 14.2 7.7% 41.7% 27.9% -- -- -- Floating Ad 1.5% 2.0% 19.5% 5.3 1.39% 23.5 47.8% 74.0% 63.1% 15.0 10.3% 51.8% 25.5% -- -- -- Polite Banner 3.2% 4.7% 3.9% 33.3 0.14% 40.5 56.0% 79.4% 66.6% 28.3 2.2% 69.9% 51.5% -- -- -- 300x250 2.1% 3.1% 3.3% 31.6 0.13% 31.9 55.8% 79.1% 66.0% 29.0 2.0% 67.9% 50.4% -- -- -- 728x90 8.0% 11.6% 6.3% 37.7 0.17% 46.3 77.7% 87.5% 78.4% -- -- -- -- -- -- -- 160x600 0.2% 0.3% 1.9% 27.6 0.17% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 5.2% 6.5% 12.2% 40.5 0.34% 17.4 55.0% 60.4% 39.5% 16.5 7.1% 62.5% 45.5% 4.7% 49.7% 64.9 728x90 9.1% 10.7% 11.3% 63.7 0.26% 17.4 55.0% 60.4% 39.5% 16.5 7.1% 62.5% 45.5% 8.5% 42.3% 111.3 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion 7 buenas prácticas para crear un anuncio inteligente Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 12.3% 22.6% 11.6% 73.5 0.65% 0.24% 105.8 56.3% 67.0% 55.6% 19.8 13.1% 52.6% 40.3% 17.7% 33.3% 40.9 Auto 8.8% 16.4% 10.7% 54.4 0.51% 0.17% 70.9 61.5% 78.2% 34.1% 80.0 6.3% 66.7% 23.7% 12.6% 30.6% 69.5 B2B 7.0% 18.4% 15.1% 35.3 0.52% 0.14% -- -- -- -- -- -- -- -- 8.1% 28.5% 34.5 Consumer Packaged Goods 9.7% 17.1% 10.3% 81.3 0.45% 0.15% 25.1 48.1% 72.3% 58.8% 20.3 2.3% 50.7% 36.0% 14.3% 30.5% 56.1 Corporate 8.7% 13.3% 7.6% 72.9 0.22% 0.10% -- -- -- -- -- -- -- -- 9.5% 13.8% 44.3 Electronics 8.3% 13.2% 10.0% 56.0 0.45% 0.15% 30.6 25.1% 83.0% 73.9% 15.1 3.1% 38.6% 25.9% 9.9% 20.8% 52.5 Entertainment 6.7% 13.0% 8.0% 65.2 0.43% 0.18% 22.2 65.1% 79.5% 69.6% 23.9 3.6% 55.8% 37.7% 10.7% 28.9% 108.7 Financial 11.1% 19.9% 10.4% 60.8 0.49% 0.09% 30.5 44.6% 70.1% 56.3% 24.2 4.2% 42.5% 30.4% 13.5% 27.0% 52.0 Gaming -- -- 13.4% 70.0 0.40% 0.16% 27.0 50.9% 79.1% 64.1% 13.7 4.0% 50.2% 31.7% -- -- -- Government/Utilities 12.2% 15.5% 10.4% 80.9 0.33% 0.10% 127.1 68.2% 68.6% 59.5% 17.8 2.6% 40.5% 27.2% 13.0% 18.1% 53.8 Health/Beauty 11.1% 22.3% 12.5% 60.2 0.44% 0.14% 48.8 48.4% 69.6% 56.0% 26.8 7.9% 47.1% 32.5% 15.1% 33.3% 60.4 Verticals Medical 4.6% 5.2% 6.9% 42.6 0.20% 0.09% -- -- -- -- -- -- -- -- 5.2% 13.4% 87.5 News/Media 1.4% 2.1% 10.0% 41.0 0.35% 0.06% -- -- -- -- -- -- -- -- 3.3% 47.2% 21.6 Restaurant 9.2% 15.7% 10.2% 67.8 0.27% 0.19% -- -- -- -- -- -- -- -- 19.0% 34.8% 68.4 Retail 14.6% 24.1% 14.0% 63.0 0.96% 0.19% -- -- -- -- -- -- -- -- 14.2% 30.3% 53.2 Services 6.1% 9.5% 7.0% 71.9 0.25% 0.10% -- -- -- -- 8.7 2.1% 42.5% 25.1% 14.0% 27.7% 78.7 Tech/Internet 9.6% 19.0% 9.9% 53.5 0.33% 0.20% -- -- -- -- 11.7 2.3% 29.4% 17.6% 11.3% 22.4% 46.1 Telecom 10.5% 17.8% 9.8% 61.9 0.39% 0.11% 19.5 44.3% 91.9% 90.4% 20.1 1.6% 41.9% 29.1% 12.5% 27.3% 56.9 Travel 6.8% 15.0% 8.7% 53.2 0.41% 0.09% -- -- -- -- 18.1 2.7% 61.7% 46.5% 10.4% 22.6% 53.2 Data Source MediaMind Research, Q4 2010 - Q3 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.com16
  • 17. Benchmarks for Middle East & Africa – Q4 2010 - Q3 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 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 7.5% 13.2% 8.5% 70.5 0.43% 47.9 36.9% 55.4% 35.9% 22.9 2.5% 35.7% 22.7% 7.4% 19.9% 39.7 300x250 3.1% 4.0% 6.2% 42.1 0.55% 38.5 30.3% 50.1% 28.2% 23.4 2.0% 40.2% 26.8% 2.6% 14.5% 58.8 728x90 10.1% 13.2% 9.4% 56.6 0.26% 33.5 63.5% 72.4% 62.9% 40.5 6.6% 36.4% 24.5% 10.6% 17.4% 109.3 120x600 1.7% 2.7% 3.9% 86.4 0.06% -- -- -- -- 16.8 3.1% 58.8% 41.8% 1.7% 34.8% 270.5 234x60 13.6% 27.1% 10.4% 94.5 0.51% -- -- -- -- 14.9 4.4% 31.8% 19.3% 13.5% 25.8% 23.4 Formats Floating Ad 0.3% 0.4% 4.2% 18.2 0.30% -- -- -- -- -- -- -- -- -- -- -- Floating Ad with Reminder 0.3% 0.6% 1.4% 86.2 0.07% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.2% 0.4% 2.1% 31.8 0.07% 69.8 62.6% 60.2% 45.8% -- -- -- -- -- -- -- 300x250 0.3% 0.5% 2.6% 27.6 0.08% 70.7 62.3% 59.8% 45.5% -- -- -- -- -- -- -- 728x90 -- -- 1.4% 36.9 0.07% -- -- -- -- 3.2 6.3% 97.2% 52.5% -- -- -- 160x600 0.9% 2.5% 1.7% 50.9 0.11% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 2.2% 2.5% 9.3% 26.1 0.22% -- -- -- -- 46.9 16.0% 62.6% 46.1% 2.0% 15.6% 63.3 728x90 -- -- -- -- -- -- -- -- -- 46.9 16.0% 62.6% 46.1% -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with 7 buenas prácticas para crear un anuncio inteligente Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 6.7% 11.1% 7.0% 62.4 0.53% 0.20% 68.4 37.7% 63.7% 50.3% 26.3 3.7% 39.1% 27.1% 7.7% 14.2% 36.5 Auto 4.4% 7.0% 6.0% 53.6 0.28% 0.11% 128.7 70.3% 81.1% 74.2% 23.1 2.8% 55.4% 40.7% 5.6% 13.7% 56.7 B2B 9.4% 17.4% 8.8% 92.9 0.45% 0.12% -- -- -- -- 27.5 4.3% 27.7% 16.6% 10.3% 17.9% 53.2 Careers 2.2% 2.5% 2.5% 80.5 0.13% 0.08% -- -- -- -- 88.9 3.1% 72.7% 60.7% 3.4% 58.1% 287.8 Consumer Packaged Goods 4.6% 7.6% 5.9% 56.9 0.30% 0.11% 63.7 21.6% 43.5% 32.8% 16.8 2.0% 38.8% 23.8% 6.2% 17.3% 62.3 Corporate 1.6% 2.3% 3.5% 29.8 0.38% 0.04% -- -- -- -- -- -- -- -- 3.3% 23.2% 21.7 Electronics 9.4% 18.7% 8.9% 83.2 0.46% 0.08% -- -- -- -- -- -- -- -- 14.5% 29.0% 69.8 Entertainment 1.6% 2.8% 2.6% 47.3 0.16% 0.14% 40.7 62.5% 51.4% 32.9% -- -- -- -- 6.9% 30.2% 166.9 Financial 2.4% 4.0% 4.5% 59.2 0.12% 0.08% 100.0 57.5% 75.2% 60.5% 90.1 2.7% 69.6% 55.9% 3.5% 18.0% 219.0 Gaming 4.4% 7.5% 6.1% 57.4 0.26% 0.36% -- -- -- -- -- -- -- -- 4.4% 15.3% 65.8 Government/Utilities 5.2% 9.1% 5.6% 47.7 0.13% 0.05% -- -- -- -- -- -- -- -- 5.6% 9.8% 15.8 Health/Beauty 4.0% 7.2% 5.1% 79.5 0.32% 0.10% 54.5 41.6% 69.5% 52.6% 24.3 3.7% 50.7% 34.2% 9.6% 30.5% 155.6 Verticals Medical 2.7% 4.7% 7.6% 34.1 0.14% 0.21% -- -- -- -- -- -- -- -- -- -- -- News/Media 1.3% 1.9% 3.4% 33.0 0.08% 0.07% 88.4 66.4% 57.9% 45.1% -- -- -- -- 10.3% 26.3% 31.4 Restaurant 9.7% 15.6% 11.0% 52.6 0.47% 0.15% 67.3 44.5% 62.7% 41.2% -- -- -- -- 9.8% 17.6% 48.1 Retail 8.5% 14.4% 8.2% 57.3 0.39% 0.09% 45.7 49.2% 64.5% 53.3% 45.9 8.0% 39.7% 26.6% 10.1% 16.2% 33.1 Services 7.6% 12.8% 6.9% 59.3 0.38% 0.06% -- -- -- -- -- -- -- -- 7.9% 17.7% 125.1 Sports 13.2% 25.4% 10.0% 70.4 0.51% 0.14% -- -- -- -- 21.7 0.6% 50.5% 32.4% 15.0% 28.3% 51.1 Tech/Internet 7.4% 15.9% 9.8% 69.8 0.68% 0.08% -- -- -- -- 14.6 6.4% 37.1% 23.9% 8.6% 24.9% 43.1 Telecom 6.0% 10.9% 7.1% 67.3 0.34% 0.07% 16.7 33.1% 76.0% 50.5% 18.1 1.2% 30.6% 17.9% 9.3% 21.4% 42.0 Travel 5.4% 8.8% 6.7% 56.9 0.32% 0.12% 32.3 51.3% 76.5% 61.6% 17.4 14.2% 67.3% 52.3% 8.2% 22.5% 255.8 Data Source MediaMind Research, Q4 2010 - Q3 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.com17
  • 18. Benchmarks for North America – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Rich Media Commercial Break 2.7% 2.8% -- -- -- -- -- -- -- -- -- -- -- -- -- -- Expandable Banner 4.7% 7.0% 6.0% 50.4 0.16% 19.2 62.0% 73.4% 57.3% 19.9 5.4% 62.3% 46.4% 4.5% 10.8% 96.3 300x250 4.1% 6.1% 5.7% 43.9 0.17% 16.5 60.4% 74.2% 58.6% 15.5 5.4% 64.1% 50.2% 3.8% 9.3% 85.3 728x90 5.6% 8.1% 6.8% 52.6 0.13% 22.8 63.0% 72.4% 56.3% 27.2 5.3% 61.5% 44.7% 5.5% 14.1% 98.4 120x600 4.3% 5.6% 4.8% 51.5 0.09% -- -- -- -- -- -- -- -- 4.3% 5.4% 60.1 0.42% Formats 234x60 13.6% 25.0% 8.9% 125.7 17.1 57.1% 93.6% 91.2% 10.9 3.8% 34.7% 23.7% 13.5% 24.2% 28.6 Expandable Strip 0.5% 1.2% 4.1% 58.9 0.07% -- -- -- -- -- -- -- -- 0.4% 0.8% 45.0 Floating Ad 3.5% 4.3% -- -- 3.39% -- -- -- -- 7.0 18.8% 78.5% 57.9% -- -- -- Polite Banner 0.5% 0.7% 2.8% 33.7 0.10% 32.1 58.5% 71.2% 55.8% -- -- -- -- -- -- -- 300x250 0.4% 0.7% 2.9% 34.2 0.09% 29.3 57.4% 70.3% 55.9% -- -- -- -- -- -- -- 728x90 0.5% 0.8% 2.4% 35.5 0.08% 40.0 58.9% 70.8% 54.4% -- -- -- -- -- -- -- 160x600 0.3% 0.3% 1.6% 24.6 0.08% 30.4 64.1% 75.1% 56.7% -- -- -- -- -- -- -- Push Down Banner 1.7% 2.1% 7.2% 26.7 0.14% 13.0 26.9% 58.2% 41.1% 11.3 11.2% 50.7% 34.4% 1.3% 22.4% 63.5 728x90 1.8% 4.1% 5.2% 35.1 0.27% 13.0 26.9% 58.2% 41.1% 11.3 11.2% 50.7% 34.4% 1.7% 15.0% 68.9 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics 7 buenas prácticas para crear un anuncio inteligente Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 1.5% 2.1% 3.5% 40.7 0.12% 0.09% 21.3 44.2% 68.2% 53.2% 19.3 9.5% 57.0% 39.9% 3.9% 15.9% 68.1 Auto 2.2% 2.8% 4.0% 45.5 0.08% 0.06% 18.9 65.1% 78.0% 60.8% -- -- -- -- 4.4% 7.0% 60.6 B2B 1.0% 1.2% 3.4% 34.9 0.11% 0.07% 16.4 61.8% 70.8% 57.8% 15.9 14.9% 76.4% 61.2% 1.2% 4.2% 48.5 Careers 1.2% 1.8% 3.5% 25.6 0.17% 0.08% 24.8 57.8% 78.5% 61.7% -- -- -- -- 0.5% 4.9% 52.4 Consumer Packaged Goods 2.6% 3.4% 4.6% 40.8 0.14% 0.09% 16.4 63.9% 71.9% 55.1% -- -- -- -- 5.1% 14.0% 86.4 Corporate 7.0% 10.7% 7.1% 50.7 0.12% 0.07% 14.6 63.9% 70.6% 58.1% 14.2 8.7% 71.5% 59.3% 6.8% 11.3% 60.6 Electronics 1.4% 2.4% 3.4% 41.6 0.17% 0.07% 18.0 58.7% 73.9% 45.1% 15.8 5.0% 74.1% 60.0% 1.9% 5.7% 120.9 Entertainment 2.0% 3.1% 4.5% 35.7 0.26% 0.12% 21.2 59.2% 73.1% 58.2% 17.6 5.8% 66.8% 52.5% 3.2% 11.9% 94.9 Financial 1.2% 1.7% 3.6% 44.7 0.17% 0.06% 26.8 56.1% 76.7% 63.2% 16.2 8.9% 68.8% 53.9% 2.6% 4.7% 64.0 Gaming 2.3% 4.3% 4.0% 54.7 0.23% 0.08% 76.6 55.4% 65.0% 50.5% -- -- -- -- 6.9% 41.9% 127.1 Government/Utilities 1.2% 1.7% 2.8% 30.3 0.07% 0.06% 28.5 55.1% 69.0% 54.3% 14.5 5.5% 66.5% 53.7% 3.0% 8.9% 108.8 Health/Beauty 6.6% 12.2% 8.1% 50.9 0.16% 0.10% 18.1 59.5% 70.7% 55.8% 16.6 10.6% 45.5% 31.2% 8.4% 14.1% 49.3 Verticals Medical 1.7% 2.2% 3.8% 29.8 0.07% 0.10% 5.4 62.5% 89.0% 77.9% 9.7 0.5% 22.0% 12.7% 1.8% 2.3% 40.0 News/Media 1.0% 1.1% 6.2% 11.7 0.61% 0.20% 45.0 49.1% 27.9% 10.1% -- -- -- -- 1.8% 7.1% 22.8 Restaurant 1.9% 2.6% 4.4% 35.3 0.23% 0.07% 14.3 49.6% 80.4% 66.3% 11.1 12.8% 81.3% 64.2% 3.8% 13.7% 46.5 Retail 3.2% 4.2% 5.1% 38.0 0.16% 0.08% 17.0 43.6% 73.5% 58.2% 39.2 2.2% 48.9% 34.5% 4.4% 7.6% 67.0 Services 3.1% 4.0% 5.1% 42.5 0.13% 0.07% 20.0 62.9% 67.5% 52.5% 19.0 4.6% 56.6% 41.9% 4.5% 10.3% 65.2 Sports 6.4% 8.6% 8.3% 43.1 0.13% 0.12% -- -- -- -- 21.5 4.7% 34.5% 24.4% 6.9% 13.9% 36.0 Tech/Internet 3.2% 5.3% 4.3% 55.4 0.13% 0.27% 21.7 56.9% 71.8% 57.3% 26.4 4.8% 73.4% 52.3% 4.0% 10.5% 71.4 Telecom 3.2% 5.5% 6.1% 43.3 0.23% 0.06% 23.8 56.3% 60.6% 47.5% 30.3 2.1% 42.7% 30.2% 4.7% 10.1% 91.8 Travel 1.9% 2.3% 3.3% 43.9 0.13% 0.05% 19.1 53.8% 68.1% 42.2% 19.4 12.7% 63.1% 48.0% 5.7% 11.7% 45.5 Data Source MediaMind Research, Q4 2010 - Q3 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. Benchmarks for South Asia – Q4 2010 - Q3 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 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 10.2% 14.5% 10.0% 67.9 0.44% 39.3 44.3% 68.4% 55.5% 23.6 4.5% 45.1% 31.4% 10.1% 24.1% 82.0 300x250 8.0% 11.8% 9.5% 61.3 0.55% 40.4 43.3% 68.1% 54.8% 22.5 4.0% 48.6% 34.6% 7.8% 29.8% 133.3 728x90 16.4% 21.6% 15.1% 68.3 0.36% -- -- -- -- 28.6 7.6% 46.2% 32.6% 16.3% 22.3% 75.4 120x600 5.6% 8.3% 4.6% 50.4 0.15% -- -- -- -- 20.4 3.4% 31.5% 19.9% 5.6% 10.8% 104.2 234x60 11.8% 18.3% 7.8% 98.0 0.34% -- -- -- -- 18.1 4.2% 28.5% 17.4% 11.8% 17.7% 28.1 Formats Floating Ad 2.7% 3.0% 23.7% 10.2 2.69% -- -- -- -- -- -- -- -- -- -- -- Floating Ad with Reminder 12.2% 25.0% 13.0% 74.0 1.06% -- -- -- -- 17.4 8.1% 15.1% 10.4% -- -- -- Polite Banner 0.4% 0.8% 2.8% 31.6 0.19% 69.5 54.8% 78.0% 65.9% 68.4 17.1% 71.7% 55.5% -- -- -- 300x250 0.3% 0.6% 3.4% 39.2 0.14% 68.4 54.5% 77.2% 65.3% 74.2 17.2% 73.0% 56.6% -- -- -- 728x90 0.3% 0.4% 3.0% 26.2 0.18% -- -- -- -- -- -- -- -- -- -- -- 160x600 0.2% 0.2% 1.7% 34.2 0.18% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 2.0% 2.3% 8.1% 33.4 0.16% 29.8 33.3% 51.9% 38.0% 74.1 1.9% 54.4% 18.1% 1.7% 23.4% 123.8 728x90 7.2% 9.1% 13.5% 59.6 0.16% 29.8 33.3% 51.9% 38.0% 74.1 1.9% 54.4% 18.1% 7.1% 46.8% 79.2 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with 7 buenas prácticas para crear un anuncio inteligente Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 5.5% 7.2% 6.2% 59.5 0.34% 0.13% 147.9 55.2% 88.0% 79.4% 31.1 4.4% 56.2% 39.7% 10.2% 30.3% 153.5 Auto 8.7% 11.9% 9.9% 56.4 0.41% 0.14% 46.2 55.4% 73.5% 61.5% 96.0 7.4% 65.0% 49.5% 11.5% 27.8% 123.8 B2B 8.3% 12.7% 8.4% 75.4 0.37% 0.18% 23.1 41.9% 79.2% 62.4% 17.0 12.3% 70.3% 54.9% 10.9% 33.8% 143.3 Careers 2.4% 4.1% 5.1% 48.2 0.23% 0.03% -- -- -- -- -- -- -- -- 9.9% 51.8% 200.3 Consumer Packaged Goods 6.3% 9.2% 8.1% 62.8 0.28% 0.08% 60.7 50.6% 72.0% 60.5% 21.6 8.3% 45.9% 32.1% 8.4% 16.2% 96.1 Corporate 6.5% 11.4% 7.3% 55.5 0.22% 0.19% 15.1 50.8% 79.7% 67.8% 17.2 1.0% 41.1% 26.8% 7.4% 19.5% 121.0 Electronics 10.5% 15.6% 10.9% 65.8 0.51% 0.19% 50.2 38.9% 69.1% 54.0% 19.1 9.1% 46.6% 33.4% 11.9% 25.9% 116.2 Entertainment 6.1% 8.8% 8.2% 64.5 0.49% 0.10% 27.4 43.1% 67.7% 52.9% 22.6 6.8% 52.0% 36.2% 9.2% 29.2% 110.2 Financial 7.4% 9.9% 8.4% 64.5 0.25% 0.07% -- -- -- -- 22.4 4.9% 22.3% 14.2% 9.3% 19.9% 103.9 Gaming 10.9% 18.2% 8.8% 68.1 0.24% 0.20% -- -- -- -- -- -- -- -- 14.3% 23.9% 95.0 Government/Utilities 8.6% 12.0% 9.5% 68.6 0.39% 0.09% -- -- -- -- 16.4 5.6% 39.6% 26.2% 11.0% 23.6% 76.7 Health/Beauty 6.7% 10.3% 7.7% 58.3 0.59% 0.11% 64.2 58.1% 75.5% 63.6% 20.1 5.2% 46.7% 34.6% 8.1% 22.6% 88.7 Verticals Medical 6.1% 7.6% 10.9% 57.1 0.62% 0.12% -- -- -- -- -- -- -- -- 5.0% 56.2% 147.3 News/Media -- -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- Restaurant 3.6% 4.8% 3.2% 71.8 0.10% 0.08% -- -- -- -- 28.8 4.2% 39.3% 23.9% 14.5% 23.9% 92.2 Retail 2.9% 4.1% 4.3% 62.6 0.22% 0.29% -- -- -- -- 53.2 4.2% 37.6% 23.2% 8.7% 32.4% 117.6 Services 9.9% 12.7% 9.3% 62.0 0.35% 0.13% 145.2 47.0% 87.1% 73.1% 20.4 6.9% 53.8% 37.0% 10.6% 26.6% 135.4 Sports 7.5% 10.5% 9.4% 62.2 0.45% 0.04% -- -- -- -- -- -- -- -- 7.2% 60.8% 151.4 Tech/Internet 7.2% 10.4% 8.0% 57.9 0.33% 0.15% 30.6 45.4% 65.4% 50.5% 22.9 12.0% 67.4% 52.3% 9.4% 40.6% 158.6 Telecom 9.7% 13.8% 8.6% 69.2 0.34% 0.20% 11.4 77.5% 92.0% 85.8% 20.7 3.4% 44.2% 33.2% 11.7% 24.5% 111.8 Travel 9.2% 13.0% 9.4% 65.8 0.35% 0.10% 38.6 33.9% 77.0% 64.2% 70.0 2.3% 53.6% 26.7% 11.8% 25.7% 98.4 Data Source MediaMind Research, Q4 2010 - Q3 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. Benchmarks for Argentina – Q4 2010 - Q3 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 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 6.7% 11.6% 9.1% 78.1 0.30% 24.4 48.1% 79.2% 58.3% 22.1 0.9% 54.0% 34.4% 6.6% 25.5% 156.0 300x250 3.5% 6.9% 7.1% 54.2 0.25% -- -- -- -- 21.8 0.7% 58.8% 39.0% 3.4% 25.0% 120.2 728x90 5.6% 8.7% 7.2% 79.8 0.19% -- -- -- -- -- -- -- -- 5.5% 9.4% 78.9 0.68% Formats 234x60 -- -- 20.8% 142.4 -- -- -- -- 16.8 2.7% 38.2% 19.8% -- -- -- Floating Ad 1.8% 1.8% -- -- 1.75% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.3% 0.5% 2.6% 39.9 0.19% 66.0 55.0% 82.7% 67.1% 33.5 1.6% 70.3% 58.2% -- -- -- 300x250 0.4% 0.7% 2.9% 29.1 0.17% 45.3 53.1% 82.7% 66.1% 33.5 1.6% 70.3% 58.2% -- -- -- 728x90 0.2% 0.2% 2.1% 51.1 0.18% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 1.1% 1.3% 14.0% 24.1 0.44% 17.1 61.3% 60.2% 31.3% -- -- -- -- 0.5% 67.2% 71.3 728x90 -- -- -- -- -- 17.1 61.3% 60.2% 31.3% -- -- -- -- -- -- -- 7 buenas prácticas para crear un anuncio inteligente Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 11.8% 18.1% 11.1% 84.9 0.59% -- -- -- -- -- -- -- -- -- -- -- -- Auto 3.4% 4.4% 15.1% 35.6 0.54% 0.15% 18.8 69.2% 70.3% 35.3% -- -- -- -- 3.0% 58.0% 59.8 Consumer Packaged Goods 4.2% 4.8% -- -- 0.48% 0.12% 34.7 45.2% 69.1% 48.5% 15.9 11.7% 75.1% 57.9% 5.6% 28.1% 44.0 Electronics 12.2% 18.6% 13.8% 63.9 0.61% 0.12% -- -- -- -- -- -- -- -- -- -- -- Entertainment 3.2% 6.5% 4.7% 72.3 0.18% 0.12% 71.9 56.6% 83.3% 70.4% 21.5 0.5% 54.5% 35.6% 5.2% 21.9% 161.5 Financial 2.1% 2.6% 13.1% 41.0 0.45% 0.04% -- -- -- -- -- -- -- -- 1.8% 53.1% 35.0 Gaming 3.0% 4.2% 5.6% 39.8 0.45% 0.11% -- -- -- -- -- -- -- -- -- -- -- Government/Utilities 1.0% 1.7% 10.8% 45.6 0.38% -- 130.2 68.3% 69.0% 60.2% -- -- -- -- -- -- -- Health/Beauty 3.4% 4.3% 18.2% 33.1 0.88% 0.12% -- -- -- -- 18.4 4.7% 58.5% 37.8% 3.9% 44.4% 33.8 Verticals Medical -- -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- News/Media 3.6% 5.5% 14.2% 60.6 0.65% -- -- -- -- -- -- -- -- -- 3.3% 47.2% 21.6 Retail 1.0% 1.2% 15.4% 25.1 0.73% 0.23% -- -- -- -- -- -- -- -- 0.4% 68.1% 54.3 Tech/Internet 8.0% 10.0% 9.6% 80.8 0.21% 0.22% -- -- -- -- -- -- -- -- 7.9% 16.4% 138.2 Telecom 9.9% 15.7% 15.2% 60.9 0.46% -- -- -- -- -- -- -- -- -- 12.0% 40.8% 51.8 Data Source MediaMind Research, Q4 2010 - Q3 2011 -- Denotes inapplicable metric or insufficiant data. Country Benchmarks For more information about MediaMind Research, please contact your local MediaMind representative or email us at info@mediamind.com20
  • 21. Benchmarks for Australia – Q4 2010 - Q3 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 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 3.0% 4.3% 5.3% 51.9 0.15% 51.0 66.6% 78.9% 68.3% 29.3 1.6% 50.5% 38.5% 3.1% 28.3% 120.9 300x250 2.8% 4.3% 6.6% 47.5 0.21% -- -- -- -- 25.3 2.5% 53.2% 41.4% 2.5% 35.9% 206.8 728x90 8.6% 10.2% 8.0% 63.8 0.08% 87.5 68.3% 49.1% 33.9% 48.9 2.4% 45.5% 33.2% 8.6% 22.0% 79.8 120x600 14.9% 20.2% 13.1% 42.7 0.17% -- -- -- -- 8.1 6.9% 60.2% 41.2% 14.9% 20.0% 41.2 234x60 1.8% 2.5% 1.3% 96.7 0.05% -- -- -- -- 25.7 0.5% 33.9% 21.1% 1.8% 2.2% 27.6 Formats Floating Ad 1.4% 1.5% -- -- 1.36% 8.7 54.6% 40.5% 6.3% -- -- -- -- -- -- -- Floating Ad with Reminder 3.1% 3.4% 17.1% 29.2 0.81% 15.4 78.6% 47.7% 33.8% -- -- -- -- -- -- -- Polite Banner 0.5% 1.6% 2.2% 31.6 0.12% 26.8 58.5% 73.4% 58.6% -- -- -- -- -- -- -- 300x250 0.5% 1.9% 2.4% 32.4 0.10% 27.3 58.4% 72.2% 57.5% -- -- -- -- -- -- -- 728x90 0.5% 1.3% 1.5% 30.1 0.17% 22.7 68.0% 84.4% 70.2% -- -- -- -- -- -- -- 160x600 0.6% 0.8% 1.5% 27.0 0.07% 18.9 83.8% 85.2% 73.1% -- -- -- -- -- -- -- Push Down Banner 0.7% 1.6% 4.1% 28.5 0.11% 50.0 38.2% 78.9% 64.4% 37.5 3.5% 71.2% 53.6% 0.6% 19.2% 116.2 728x90 -- -- -- -- -- 50.0 38.2% 78.9% 64.4% 37.5 3.5% 71.2% 53.6% -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with 7 buenas prácticas para crear un anuncio inteligente Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 1.2% 1.9% 2.9% 43.2 0.09% 0.06% 70.2 62.4% 64.1% 50.0% 80.5 1.8% 64.6% 49.0% 2.7% 8.0% 62.3 Auto 1.8% 2.8% 4.0% 32.8 0.12% 0.06% 43.8 40.2% 75.9% 62.8% 17.4 7.7% 87.6% 78.8% 3.3% 22.0% 84.1 B2B 1.5% 1.8% 6.7% 44.2 0.19% 0.04% 14.1 83.7% 60.8% 44.1% -- -- -- -- 2.5% 19.0% 21.3 Careers 2.5% 2.7% 2.5% 9.9 0.00% 0.05% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 1.3% 2.0% -- -- 0.14% 0.06% 32.5 54.1% 71.6% 58.5% 44.6 7.6% 67.3% 52.8% 2.6% 50.5% 248.9 Corporate 0.6% 0.8% 4.5% 19.8 0.17% 0.07% 31.2 52.4% 64.2% 25.9% 29.1 0.3% 51.8% 38.8% 0.8% 6.0% 32.9 Electronics 2.0% 3.1% 3.2% 27.2 0.32% 0.07% 15.4 48.5% 62.7% 48.9% -- -- -- -- 1.6% 9.5% 28.8 Entertainment 0.9% 1.5% 3.7% 42.7 0.17% 0.09% 30.5 62.4% 76.4% 63.1% 19.9 11.9% 74.2% 61.8% 1.7% 26.9% 204.9 Financial 1.3% 1.5% 4.8% 41.8 0.45% 0.03% 34.9 56.9% 78.9% 58.4% -- -- -- -- 1.5% 78.5% 215.7 Gaming 1.7% 4.9% 4.5% 22.5 0.20% 0.04% 45.1 44.4% 82.6% 72.5% -- -- -- -- 2.5% 7.5% 53.5 Government/Utilities 1.0% 1.3% 3.2% 44.8 0.10% 0.05% 44.7 63.9% 61.1% 46.3% 16.3 0.6% 74.4% 61.5% 1.9% 5.7% 84.7 Health/Beauty 3.3% 5.0% 4.4% 44.0 0.18% 0.06% 24.3 52.3% 70.5% 55.1% 45.4 3.8% 49.3% 34.8% 6.5% 27.9% 99.7 Verticals Medical 0.2% 0.2% 3.1% 36.2 0.09% 0.06% 29.2 56.1% 59.7% 45.2% -- -- -- -- -- -- -- News/Media 2.0% 2.7% 3.4% 36.8 0.10% 0.03% 30.6 67.3% 80.5% 64.8% -- -- -- -- 7.9% 10.5% 43.4 Restaurant 1.4% 2.2% 3.7% 30.3 0.27% 0.07% -- -- -- -- -- -- -- -- 3.3% 17.8% 102.7 Retail 1.5% 2.1% 3.4% 43.3 0.10% 0.07% 25.4 55.6% 79.1% 65.4% 49.8 12.1% 80.3% 63.1% 4.0% 8.9% 90.6 Services 1.2% 1.6% 1.5% 39.1 0.04% -- 33.6 60.2% 65.5% 46.2% 25.5 0.4% 21.1% 12.4% 1.3% 10.9% 243.0 Sports 1.7% 2.6% 3.2% 37.4 0.16% 0.06% -- -- -- -- 23.3 0.7% 21.7% 13.5% 1.8% 4.4% 23.5 Tech/Internet 4.2% 20.9% 5.5% 80.5 0.14% 0.05% 41.7 48.5% 51.9% 39.1% -- -- -- -- -- -- -- Telecom 1.6% 2.5% 3.5% 30.2 0.16% -- 31.7 70.7% 82.5% 72.3% 7.3 4.1% 95.2% 92.2% 1.6% 11.5% 147.6 Travel 1.7% 2.3% 3.3% 44.2 0.11% 0.08% 18.7 59.5% 64.9% 52.3% 12.6 0.5% 27.0% 15.9% 4.8% 38.5% 167.3 Data Source MediaMind Research, Q4 2010 - Q3 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.com21
  • 22. Benchmarks for Austria – Q4 2010 - Q3 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 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 4.6% 8.9% 7.8% 65.7 0.39% 40.3 84.7% 65.8% 51.8% 51.4 8.8% 83.1% 78.2% 6.7% 71.7% 94.7 300x250 1.9% 2.9% 9.3% 58.6 0.65% -- -- -- -- 69.0 14.8% 70.3% 63.6% 1.9% 94.7% 86.4 728x90 0.8% 1.2% 4.2% 35.8 0.20% -- -- -- -- -- -- -- -- 6.4% 7.8% 55.6 234x60 9.5% 15.3% 6.2% 88.5 0.44% -- -- -- -- 14.1 2.9% 29.4% 15.6% 9.5% 14.4% 15.7 Formats Polite Banner 1.7% 5.5% 3.2% 30.0 0.10% 51.4 59.8% 63.6% 49.4% -- -- -- -- -- -- -- 300x250 2.5% 8.8% 3.5% 33.3 0.10% 53.4 56.6% 62.3% 47.6% -- -- -- -- -- -- -- 728x90 -- -- 2.3% 20.0 0.05% -- -- -- -- -- -- -- -- -- -- -- 7 buenas prácticas para crear un anuncio inteligente 160x600 0.2% 0.4% 1.9% 34.6 0.08% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 10.2% 14.0% 12.7% 18.7 0.48% -- -- -- -- -- -- -- -- 10.1% 80.9% 12.5 728x90 10.2% 14.0% 12.7% 18.7 0.48% -- -- -- -- -- -- -- -- 10.1% 80.9% 12.5 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 0.2% 0.4% 3.5% 22.4 0.14% 0.13% -- -- -- -- -- -- -- -- -- -- -- Auto 2.1% 3.7% 4.3% 24.2 0.14% 0.08% -- -- -- -- -- -- -- -- 13.5% 65.5% 84.8 Consumer Packaged Goods 3.3% 8.9% -- -- 0.20% 0.07% 42.9 70.0% 65.7% 51.7% -- -- -- -- 7.2% 91.3% 83.2 Electronics -- -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- Entertainment 4.4% 5.2% 5.7% 34.8 0.46% 0.15% 11.9 51.7% 72.9% 59.5% 15.8 11.5% 67.0% 55.2% 5.1% 65.4% 117.7 Verticals Gaming 1.4% 4.5% 3.5% 34.4 0.16% 0.12% 116.9 58.7% 63.3% 45.8% -- -- -- -- -- -- -- Telecom 3.5% 6.1% 7.0% 43.7 0.33% -- -- -- -- -- -- -- -- -- 8.9% 43.7% 57.0 Data Source MediaMind Research, Q4 2010 - Q3 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.com22
  • 23. Benchmarks for Belgium – Q4 2010 - Q3 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 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.24% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 11.8% 18.6% 12.5% 43.6 0.53% 33.0 70.1% 66.2% 54.4% 13.9 8.6% 41.0% 30.1% 11.6% 28.8% 32.7 300x250 7.4% 12.6% 10.9% 38.0 0.49% -- -- -- -- 13.2 9.5% 45.2% 33.3% 6.9% 29.2% 38.4 728x90 12.3% 16.8% 14.1% 32.9 0.55% 16.8 69.9% 67.6% 53.2% 13.5 6.6% 28.6% 18.6% 12.3% 28.6% 35.5 234x60 -- -- 9.4% 70.2 0.46% -- -- -- -- 11.6 7.5% 30.1% 19.0% 15.9% 29.0% 14.1 Formats Expandable Strip -- -- 13.5% 42.8 0.35% 20.1 63.1% 42.4% 29.0% -- -- -- -- 12.2% 21.3% 8.9 Floating Ad 1.6% 1.7% 3.1% 4.1 0.25% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 1.4% 3.2% 5.2% 25.8 0.22% 25.6 66.8% 68.5% 53.5% -- -- -- -- -- -- -- 300x250 2.1% 5.0% 3.5% 24.4 0.30% 15.3 63.1% 65.7% 51.6% -- -- -- -- -- -- -- 728x90 0.1% 0.1% 2.1% 17.6 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- 1.3% 23.3 0.08% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 19.6% 28.7% 15.0% 37.8 0.27% -- -- -- -- 11.7 13.3% 34.7% 17.9% 19.5% 27.7% 36.6 728x90 19.6% 28.7% 15.0% 37.8 0.27% -- -- -- -- 11.7 13.3% 34.7% 17.9% 19.6% 27.7% 32.6 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion 7 buenas prácticas para crear un anuncio inteligente Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 8.9% 23.1% 7.5% 39.0 0.34% 0.11% 15.4 48.6% 42.7% 31.8% 15.9 19.2% 35.6% 23.6% 14.2% 41.1% 54.3 Auto 5.5% 8.8% 8.9% 30.8 0.30% 0.20% 15.1 62.1% 71.8% 60.7% -- -- -- -- 11.9% 29.5% 26.0 B2B 3.0% 3.1% -- -- 3.02% 0.06% 16.9 74.7% 70.7% 52.0% -- -- -- -- -- -- -- Consumer Packaged Goods 7.9% 13.2% -- -- 0.32% 0.13% 18.3 61.3% 59.3% 45.2% 15.6 6.0% 28.8% 19.3% 11.9% 24.9% 43.2 Corporate 6.5% 9.6% 5.7% 35.8 0.12% 0.15% -- -- -- -- -- -- -- -- -- -- -- Electronics 10.1% 15.6% 11.6% 42.4 0.38% 0.13% 12.1 70.0% 80.1% 69.5% -- -- -- -- 15.4% 37.4% 16.1 Entertainment 6.2% 10.0% 12.8% 39.2 0.48% 0.26% 32.2 65.7% 66.2% 53.4% 16.8 13.1% 54.5% 41.1% 10.9% 29.1% 36.9 Financial 2.9% 7.0% 4.9% 28.0 0.11% 0.10% 16.5 64.9% 74.7% 61.1% -- -- -- -- 12.5% 30.7% 57.5 Gaming 5.2% 8.4% 9.0% 39.6 0.52% 0.24% 35.5 63.1% 70.3% 56.4% -- -- -- -- 7.4% 31.4% 43.2 Government/Utilities 10.7% 19.7% 11.8% 44.7 0.68% 0.14% 28.7 67.1% 66.3% 52.4% -- -- -- -- 15.9% 29.3% 14.9 Verticals Health/Beauty 8.2% 14.6% 9.0% 36.6 0.29% 0.14% 19.8 64.1% 65.9% 52.2% 10.9 16.2% 44.9% 30.7% 13.5% 25.0% 39.4 News/Media 1.4% 1.7% 4.0% 29.8 0.26% 0.09% -- -- -- -- -- -- -- -- -- -- -- Restaurant 2.1% 2.3% 19.3% 34.9 2.24% -- -- -- -- -- -- -- -- -- -- -- -- Retail 5.0% 5.4% 15.7% 43.1 0.65% 0.09% -- -- -- -- -- -- -- -- 4.7% 26.6% 8.4 Services 3.6% 4.4% 8.0% 32.2 0.16% -- 14.4 63.9% 70.3% 57.2% -- -- -- -- -- -- -- Telecom 1.5% 2.6% 4.8% 35.1 0.39% -- 22.5 71.4% 64.2% 47.1% 23.4 18.9% 39.6% 23.0% 12.2% 33.5% 16.3 Travel 3.8% 8.1% 5.8% 31.6 0.10% 0.08% 13.7 68.6% 66.5% 52.4% 9.7 9.6% 41.1% 24.7% 17.8% 25.2% 21.1 Data Source MediaMind Research, Q4 2010 - Q3 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.com23
  • 24. Benchmarks for Brazil – Q4 2010 - Q3 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 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.16% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 9.4% 15.4% 10.0% 78.0 0.32% 16.9 10.0% 49.3% 42.4% 18.8 1.7% 47.9% 35.1% 10.0% 26.3% 58.0 300x250 7.5% 11.6% 7.6% 51.3 0.19% -- -- -- -- 19.0 1.5% 43.1% 30.9% 7.5% 19.4% 78.2 728x90 8.7% 11.7% 9.6% 48.6 0.27% -- -- -- -- 18.0 4.4% 42.5% 29.9% 8.6% 34.1% 90.3 0.70% Formats 234x60 -- -- 23.0% 121.8 -- -- -- -- 15.0 8.8% 61.2% 50.8% -- -- -- Floating Ad 0.5% 0.5% 13.2% 3.7 0.44% 27.3 45.7% 82.6% 73.5% 20.9 0.2% 48.4% 36.0% -- -- -- Polite Banner 0.3% 0.3% 2.6% 26.0 0.12% 29.8 47.0% 78.2% 60.5% 29.8 0.2% 81.7% 67.9% -- -- -- 300x250 0.2% 0.3% 2.7% 27.4 0.11% 27.4 50.0% 82.0% 63.6% 31.6 0.2% 80.4% 65.9% -- -- -- 728x90 0.5% 0.6% 1.7% 32.5 0.15% -- -- -- -- -- -- -- -- -- -- -- 160x600 0.1% 0.2% 1.6% 26.9 0.11% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 13.3% 16.1% 12.6% 66.1 0.16% -- -- -- -- -- -- -- -- 13.5% 32.4% 48.1 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 4.1% 5.7% 5.3% 38.1 0.34% 0.57% -- -- -- -- -- -- -- -- -- -- -- Auto 3.7% 5.5% 7.6% 38.5 0.37% 0.24% -- -- -- -- -- -- -- -- 8.5% 21.0% 102.2 7 buenas prácticas para crear un anuncio inteligente B2B 1.3% 1.6% 8.8% 13.7 0.46% 0.10% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 7.9% 14.3% -- -- 0.42% 0.13% -- -- -- -- 15.6 0.3% 44.2% 33.0% 13.1% 35.1% 63.0 Corporate 5.2% 7.4% 4.8% 32.6 0.12% 0.07% -- -- -- -- -- -- -- -- 10.3% 14.7% 36.3 Electronics 5.2% 7.8% 8.4% 39.2 0.35% 0.16% 28.7 24.8% 82.9% 73.9% 17.8 2.4% 43.2% 29.3% 7.2% 19.1% 47.4 Entertainment 5.6% 9.8% 7.0% 64.4 0.31% 0.19% 24.3 28.4% 67.0% 54.2% 20.8 1.8% 56.2% 44.4% 11.0% 32.0% 106.8 Financial 8.1% 13.3% 7.6% 67.0 0.32% 0.09% -- -- -- -- -- -- -- -- 14.1% 29.0% 76.1 Gaming 5.0% 6.5% 8.3% 93.6 0.43% -- -- -- -- -- -- -- -- -- -- -- -- Government/Utilities 8.4% 11.9% 8.9% 72.9 0.25% 0.07% -- -- -- -- -- -- -- -- -- -- -- Health/Beauty 7.6% 14.9% 12.7% 43.3 0.40% 0.16% -- -- -- -- 19.4 0.2% 54.9% 37.5% -- -- -- Verticals Medical 2.7% 2.8% 5.9% 23.6 0.18% 0.09% -- -- -- -- -- -- -- -- 3.0% 13.3% 93.2 News/Media -- -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Restaurant 5.4% 9.9% 8.5% 46.2 0.21% 0.19% -- -- -- -- -- -- -- -- 17.9% 39.0% 74.7 Retail 12.3% 22.8% 12.2% 101.7 0.23% 0.16% -- -- -- -- -- -- -- -- 11.8% 29.1% 105.3 Services 3.8% 6.6% 4.9% 51.3 0.16% -- -- -- -- -- -- -- -- -- 14.9% 41.6% 114.7 Tech/Internet 7.2% 9.3% 7.8% 47.9 0.11% 0.17% -- -- -- -- -- -- -- -- 8.8% 12.2% 48.0 Telecom 6.5% 9.7% 7.1% 67.5 0.21% -- -- -- -- -- 16.4 0.8% 45.1% 29.1% 9.1% 25.3% 72.4 Travel 2.5% 3.7% 4.6% 25.1 0.31% -- -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com24
  • 25. Benchmarks for Canada – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 5.3% 7.2% 7.3% 44.0 0.33% 30.9 55.8% 79.3% 58.4% 52.8 3.7% 68.5% 24.8% 5.3% 16.1% 74.1 300x250 4.2% 6.0% 7.0% 41.7 0.46% -- -- -- -- 14.1 2.7% 57.7% 41.3% 4.2% 19.2% 105.7 728x90 8.3% 11.0% 8.6% 48.0 0.07% 85.2 62.6% 82.7% 23.1% 88.3 4.9% 74.3% 10.6% 8.3% 10.9% 54.3 Formats 234x60 2.4% 2.6% 1.5% 73.5 0.04% -- -- -- -- -- -- -- -- 2.4% 2.5% 16.1 Floating Ad 0.8% 0.8% 9.7% 6.9 0.84% -- -- -- -- -- -- -- -- -- -- -- Polite Banner -- -- 3.1% 30.4 0.08% 14.2 63.5% 75.0% 60.5% -- -- -- -- -- -- -- 300x250 -- -- 3.3% 33.3 0.08% 14.3 63.6% 74.9% 60.3% -- -- -- -- -- -- -- 728x90 -- -- 2.5% 17.2 0.06% 12.1 59.9% 77.3% 62.7% -- -- -- -- -- -- -- 160x600 -- -- 1.2% 20.1 0.03% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel -- -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- Auto 1.6% 2.2% 3.6% 33.4 0.07% 0.07% -- -- -- -- -- -- -- -- 3.3% 9.9% 80.1 B2B -- -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 7 buenas prácticas para crear un anuncio inteligente Consumer Packaged Goods 3.7% 5.1% -- -- 0.25% 0.09% 12.4 64.1% 76.7% 62.2% -- -- -- -- 5.6% 20.0% 44.0 Corporate -- -- 2.5% 10.7 0.08% 0.11% -- -- -- -- -- -- -- -- -- -- -- Entertainment 1.6% 2.3% 5.1% 54.7 0.29% 0.17% 14.7 67.8% 73.6% 62.5% 30.1 7.4% 56.2% 40.1% 2.6% 60.2% 220.9 Financial 0.8% 1.2% 3.3% 35.3 0.11% 0.06% 13.0 66.5% 73.7% 59.2% 14.4 5.3% 77.5% 62.4% 1.2% 2.1% 45.6 Government/Utilities -- -- 2.1% 39.2 0.03% 0.13% 11.7 59.2% 78.9% 65.8% -- -- -- -- -- -- -- Health/Beauty 3.1% 4.3% 4.5% 64.1 0.05% 0.09% 12.7 71.7% 78.0% 61.7% -- -- -- -- 4.2% 5.5% 60.8 Medical 8.1% 11.6% 8.6% 37.0 0.08% 0.06% 5.4 62.5% 89.0% 77.9% -- -- -- -- 15.2% 20.7% 44.4 Verticals Restaurant 1.4% 2.0% 5.1% 37.0 0.38% 0.12% 6.9 42.6% 87.5% 79.2% -- -- -- -- 6.5% 26.9% 51.7 Retail 1.5% 2.1% 7.0% 20.0 0.46% 0.07% -- -- -- -- -- -- -- -- 2.3% 3.1% 56.6 Services 2.5% 3.4% 4.4% 31.8 0.08% -- -- -- -- -- 11.9 4.7% 53.5% 39.6% 2.8% 3.8% 13.8 Sports -- -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- Tech/Internet 1.9% 2.5% 4.6% 51.0 0.09% 0.11% 19.6 64.4% 71.5% 57.9% 18.6 13.5% 49.0% 33.2% 3.6% 10.9% 65.5 Telecom -- -- 2.7% 57.6 0.02% -- -- -- -- -- -- -- -- -- -- -- -- Travel 8.3% 10.9% 11.5% 39.1 0.44% 0.08% -- -- -- -- -- -- -- -- 10.7% 20.7% 79.1 Data Source MediaMind Research, Q4 2010 - Q3 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.com25
  • 26. Benchmarks for Chile – Q4 2010 - Q3 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 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 10.6% 15.3% 11.3% 113.0 0.34% -- -- -- -- 14.6 5.5% 37.1% 19.8% 10.5% 18.7% 112.0 0.34% Formats 300x250 5.9% 8.2% 7.8% 65.4 -- -- -- -- 24.2 0.1% 47.9% 28.5% 5.8% 17.2% 136.8 234x60 15.9% 25.7% 13.4% 166.0 0.42% -- -- -- -- -- -- -- -- 15.8% 25.2% 101.4 Polite Banner 0.2% 0.3% 3.0% 26.0 0.13% 21.0 58.0% 75.0% 62.8% 28.8 9.9% 69.5% 51.2% -- -- -- 300x250 0.3% 0.4% 3.4% 25.4 0.17% 22.0 58.4% 72.6% 60.5% 31.6 6.3% 63.0% 43.2% -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Auto 10.0% 12.2% 10.6% 76.6 0.14% 0.07% 15.2 57.5% 87.2% 75.8% -- -- -- -- -- -- -- Consumer Packaged Goods 3.4% 5.1% -- -- 0.31% 0.17% -- -- -- -- 33.5 3.1% 54.2% 34.8% 7.4% 20.3% 133.9 Electronics -- -- -- -- -- 0.22% -- -- -- -- -- -- -- -- -- -- -- Entertainment -- -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- Verticals Financial -- -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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 7 buenas prácticas para crear un anuncio inteligente Benchmarks for China – Q4 2010 - Q3 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 -- -- -- -- 0.21% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.25% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.27% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 11.5% 17.8% 10.5% 106.6 0.23% -- -- -- -- -- -- -- -- 11.3% 13.0% 122.2 300x250 11.6% 15.9% 11.2% 110.7 0.28% -- -- -- -- -- -- -- -- 11.6% 13.9% 117.4 Formats Polite Banner 0.4% 0.9% 4.0% 29.1 0.18% 36.2 19.8% 50.0% 41.6% -- -- -- -- -- -- -- 300x250 0.1% 0.3% 3.6% 24.3 0.18% 17.3 41.6% 77.5% 67.1% -- -- -- -- -- -- -- 728x90 -- -- 4.5% 27.6 0.09% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 4.2% 4.6% 6.5% 55.4 0.31% -- -- -- -- -- -- -- -- 2.4% 14.8% 120.3 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 0.5% 1.0% 3.9% 28.5 0.21% 0.27% 36.4 19.2% 48.9% 40.9% -- -- -- -- -- -- -- Auto -- -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Corporate 0.5% 0.9% 5.5% 35.9 0.09% 0.05% -- -- -- -- -- -- -- -- -- -- -- Verticals Travel -- -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com26
  • 27. Benchmarks for Colombia – Q4 2010 - Q3 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 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.22% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.20% -- -- -- -- -- -- -- -- -- -- -- Rich Media Formats Expandable Banner 19.5% 24.7% 15.4% 75.6 0.39% -- -- -- -- -- -- -- -- 19.5% 24.5% 76.6 Floating Ad 4.4% 4.5% -- -- 4.26% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 6.4% 6.8% 18.5% 8.8 4.90% 0.29% -- -- -- -- -- -- -- -- -- -- -- Auto -- -- 21.9% 75.3 0.74% 0.20% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 17.3% 21.5% -- -- 0.39% 0.06% -- -- -- -- -- -- -- -- 18.9% 23.2% 78.2 Entertainment -- -- 20.6% 35.4 1.87% -- -- -- -- -- -- -- -- -- -- -- -- Verticals Government/Utilities -- -- -- -- -- 0.16% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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 7 buenas prácticas para crear un anuncio inteligente Benchmarks for Cyprus – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 15.5% 22.2% 15.0% 82.3 1.30% -- -- -- -- -- -- -- -- 15.0% 22.9% 68.4 234x60 16.7% 27.5% 12.1% 92.8 1.26% -- -- -- -- -- -- -- -- 16.7% 25.9% 24.7 Formats Polite Banner 0.4% 0.5% 3.1% 22.6 0.15% -- -- -- -- -- -- -- -- -- -- -- 300x250 0.7% 0.8% 3.9% 23.5 0.19% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- 1.9% 25.7 0.06% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Auto 4.1% 5.6% 6.7% 40.5 0.25% -- -- -- -- -- -- -- -- -- 12.7% 17.7% 35.7 Consumer Packaged Goods 6.7% 9.3% -- -- 1.38% -- -- -- -- -- -- -- -- -- 16.3% 36.0% 26.9 Financial -- -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Health/Beauty 2.1% 3.5% 9.4% 21.3 0.37% -- -- -- -- -- -- -- -- -- -- -- -- Services 1.0% 1.8% 3.7% 28.1 0.16% -- -- -- -- -- -- -- -- -- -- -- -- Verticals Telecom 2.4% 4.2% 3.4% 49.7 0.25% -- -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com27
  • 28. Benchmarks for Denmark – Q4 2010 - Q3 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 -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.19% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 5.3% 7.3% 6.0% 46.3 0.41% 82.9 60.6% 69.0% 54.0% 89.9 5.1% 47.6% 36.4% 5.1% 16.6% 71.2 300x250 3.9% 5.3% 6.4% 37.6 0.52% -- -- -- -- 54.0 4.4% 27.8% 18.4% 3.3% 23.2% 69.4 728x90 11.0% 16.1% 10.3% 34.8 0.71% -- -- -- -- -- -- -- -- 11.5% 18.6% 37.2 234x60 9.9% 14.6% 7.1% 70.6 0.51% -- -- -- -- 159.9 3.7% 31.6% 24.2% 9.7% 20.7% 83.9 Formats Expandable Strip 4.6% 8.2% 5.7% 52.1 0.26% 122.8 70.1% 49.9% 35.1% -- -- -- -- 4.3% 5.3% 27.4 Polite Banner 0.8% 1.6% 3.9% 22.8 0.15% 15.4 43.7% 69.9% 56.5% 15.4 3.4% 52.5% 41.3% -- -- -- 300x250 1.3% 4.0% 2.8% 18.5 0.16% 12.8 51.9% 64.2% 49.4% 15.5 3.3% 31.6% 24.7% -- -- -- 728x90 0.2% 0.2% 2.6% 23.0 0.14% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- 1.1% 26.0 0.08% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 5.7% 6.3% 9.1% 28.6 0.40% -- -- -- -- -- -- -- -- 5.5% 18.2% 15.5 7 buenas prácticas para crear un anuncio inteligente Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 8.3% 10.1% 7.8% 42.6 0.26% 0.10% -- -- -- -- 12.9 1.1% 21.7% 11.3% 8.3% 9.7% 36.0 Auto 2.2% 2.7% 4.2% 21.0 0.24% 0.13% -- -- -- -- -- -- -- -- 9.2% 15.4% 63.3 B2B 3.9% 7.3% 13.6% 29.1 0.29% -- -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 7.0% 10.2% -- -- 0.33% -- -- -- -- -- 134.6 16.0% 37.2% 27.0% 6.9% 27.6% 101.2 Electronics 5.9% 7.6% 7.3% 47.1 0.85% 0.07% -- -- -- -- -- -- -- -- 5.3% 19.8% 108.5 Entertainment 3.8% 4.7% 6.8% 45.8 0.24% 0.16% 14.1 42.5% 68.9% 56.9% 15.9 3.5% 52.0% 39.8% 8.1% 36.9% 86.8 Gaming 8.6% 14.9% 6.1% 63.0 0.25% -- -- -- -- -- 105.2 7.5% 66.3% 53.7% 8.7% 18.8% 61.0 Government/Utilities -- -- 6.2% 15.2 0.14% 0.19% -- -- -- -- -- -- -- -- -- -- -- Verticals Health/Beauty 6.2% 10.4% 5.3% 67.4 0.24% -- -- -- -- -- -- -- -- -- 5.7% 13.2% 99.0 Sports -- -- 1.6% 17.2 0.07% 0.11% -- -- -- -- -- -- -- -- -- -- -- Tech/Internet 5.6% 8.5% 9.2% 42.0 1.38% -- -- -- -- -- -- -- -- -- 5.9% 20.9% 24.0 Telecom 2.2% 2.7% 3.0% 32.2 0.18% -- -- -- -- -- 20.9 1.1% 18.3% 10.5% 2.4% 8.6% 52.2 Travel 4.9% 6.0% 6.9% 34.0 0.41% 0.10% -- -- -- -- -- -- -- -- 4.8% 19.3% 81.2 Data Source MediaMind Research, Q4 2010 - Q3 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.com28
  • 29. Benchmarks for Dubai – Q4 2010 - Q3 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 -- -- -- -- 0.24% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.33% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.18% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 14.0% 26.3% 13.9% 84.7 0.71% -- -- -- -- 16.5 6.2% 39.7% 25.0% 15.1% 29.8% 32.7 300x250 7.6% 10.6% 10.1% 61.5 0.42% -- -- -- -- 19.6 3.7% 51.7% 37.9% 7.4% 16.7% 65.4 728x90 14.9% 21.1% 13.8% 58.6 0.49% -- -- -- -- 18.6 5.5% 40.5% 26.9% 15.0% 23.3% 74.4 0.83% Formats 234x60 -- -- 14.1% 111.3 -- -- -- -- 12.6 6.7% 36.4% 21.4% 17.9% 35.8% 24.5 Polite Banner 0.6% 0.9% 4.0% 24.3 0.39% 34.6 39.5% 75.5% 62.0% 19.8 8.9% 75.6% 60.5% -- -- -- 300x250 0.7% 1.1% 4.1% 25.6 0.43% 35.2 39.6% 75.4% 62.2% 19.8 9.7% 75.6% 60.5% -- -- -- 728x90 0.2% 0.3% 3.2% 16.5 0.25% -- -- -- -- -- -- -- -- -- -- -- 160x600 0.1% 0.2% 1.8% 19.9 0.15% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 15.7% 20.4% 20.9% 62.3 0.63% -- -- -- -- 46.9 16.0% 62.6% 46.1% 15.5% 37.2% 55.5 7 buenas prácticas para crear un anuncio inteligente 728x90 -- -- -- -- -- -- -- -- -- 46.9 16.0% 62.6% 46.1% -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 7.4% 14.3% 8.0% 71.7 0.54% 0.32% 144.2 50.1% 68.4% 55.7% 24.7 5.6% 61.7% 47.7% 17.3% 33.0% 20.6 Auto 14.8% 25.2% 14.9% 81.9 0.67% 0.20% 17.9 48.2% 75.4% 59.1% 22.7 8.7% 56.2% 40.9% 16.8% 30.8% 58.4 B2B -- -- -- -- -- 0.32% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods -- -- -- -- 0.90% 0.32% -- -- -- -- -- -- -- -- 18.7% 40.0% 40.8 Corporate 0.6% 1.0% 3.7% 20.1 0.29% 0.07% -- -- -- -- -- -- -- -- -- -- -- Electronics -- -- 13.4% 99.9 0.77% 0.20% -- -- -- -- -- -- -- -- -- -- -- Entertainment 14.2% 26.1% 10.4% 55.2 0.78% 0.21% -- -- -- -- 10.5 5.8% 39.9% 24.8% 14.5% 27.8% 45.1 Financial 11.1% 21.0% 14.3% 64.0 0.78% 0.19% 17.9 56.2% 71.1% 56.2% 16.8 9.0% 62.0% 47.1% 16.3% 34.2% 57.8 Gaming -- -- -- -- -- 1.10% -- -- -- -- -- -- -- -- -- -- -- Health/Beauty 12.1% 23.3% 11.8% 99.6 0.69% 0.34% 13.4 32.0% 86.0% 75.5% 25.6 4.4% 57.4% 39.3% 14.7% 27.8% 40.8 Verticals Restaurant 1.2% 1.6% 11.7% 49.4 0.40% 0.45% -- -- -- -- -- -- -- -- 7.2% 7.4% 48.9 Retail 10.4% 21.9% 8.8% 89.8 0.81% 0.19% 31.5 43.5% 79.5% 67.6% 16.3 6.4% 44.9% 27.8% 10.9% 22.4% 29.6 Services -- -- 12.9% 110.9 0.59% -- -- -- -- -- -- -- -- -- -- -- -- Sports 10.2% 15.5% 10.5% 64.1 0.35% 0.18% -- -- -- -- 21.7 0.6% 50.5% 32.4% 16.2% 24.3% 46.7 Tech/Internet 14.4% 24.7% 14.9% 74.7 0.64% 0.34% -- -- -- -- -- -- -- -- 17.1% 28.5% 50.5 Telecom 7.5% 14.9% 9.0% 68.0 0.48% -- -- -- -- -- 17.2 5.3% 32.2% 18.3% 11.0% 32.3% 35.1 Travel 5.3% 8.9% 7.9% 50.6 0.47% 0.26% 32.3 51.3% 76.5% 61.6% 17.4 14.2% 67.3% 52.3% 8.8% 15.6% 49.7 Data Source MediaMind Research, Q4 2010 - Q3 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.com29
  • 30. Benchmarks for Finland – Q4 2010 - Q3 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 -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 6.1% 8.5% 5.7% 64.0 0.35% 58.7 46.5% 79.7% 64.3% 137.8 6.5% 34.6% 25.3% 6.2% 34.4% 149.7 300x250 4.7% 5.5% 6.0% 50.9 0.37% -- -- -- -- -- -- -- -- 4.4% 42.2% 183.3 Formats 728x90 1.3% 1.4% 5.6% 75.0 0.31% -- -- -- -- -- -- -- -- 1.5% 75.7% 227.7 234x60 9.6% 15.0% 5.1% 74.1 0.33% -- -- -- -- -- -- -- -- 9.6% 14.9% 46.7 Expandable Strip 1.6% 7.4% 3.0% 54.8 0.11% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.1% 0.2% 2.7% 22.5 0.11% -- -- -- -- -- -- -- -- -- -- -- 7 buenas prácticas para crear un anuncio inteligente Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Auto 4.2% 5.5% 6.6% 48.0 0.30% 0.14% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 8.0% 12.1% -- -- 0.30% -- 197.1 44.3% 65.1% 53.7% -- -- -- -- 7.9% 18.0% 169.8 Electronics 3.6% 3.8% 5.8% 54.4 0.30% -- -- -- -- -- -- -- -- -- -- -- -- Entertainment 4.7% 7.0% 5.2% 73.3 0.13% -- 70.1 51.7% 80.7% 65.2% -- -- -- -- 5.0% 19.0% 118.6 Gaming 6.4% 9.2% 4.6% 52.3 0.28% -- -- -- -- -- -- -- -- -- 9.0% 33.1% 133.8 Services 7.8% 9.6% 7.4% 76.9 0.54% -- -- -- -- -- -- -- -- -- 7.8% 19.8% 15.5 Verticals Tech/Internet 2.8% 2.7% 4.2% 52.6 0.17% -- -- -- -- -- -- -- -- -- -- -- -- Telecom 3.8% 4.5% 5.9% 58.0 0.42% -- -- -- -- -- -- -- -- -- 3.6% 40.9% 192.3 Data Source MediaMind Research, Q4 2010 - Q3 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.com30
  • 31. Benchmarks for France – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 6.1% 9.6% 9.2% 48.7 0.54% 61.1 58.0% 71.4% 57.9% 75.8 9.4% 64.0% 30.1% 4.2% 28.8% 80.6 300x250 4.1% 7.1% 7.6% 38.1 0.52% -- -- -- -- 96.3 14.0% 75.8% 31.3% 2.0% 25.2% 65.2 728x90 13.6% 17.8% 13.9% 53.4 0.34% 39.7 70.0% 69.7% 53.0% 22.0 8.2% 41.6% 18.4% 13.0% 19.1% 51.4 234x60 10.7% 17.4% 7.6% 113.6 0.31% -- -- -- -- 13.1 3.8% 31.1% 18.2% 10.7% 16.2% 31.8 Formats Floating Ad 4.8% 6.9% -- -- 4.05% 7.1 77.2% 74.3% 50.6% -- -- -- -- -- -- -- Floating Ad with Reminder 3.3% 4.1% 3.5% 24.9 0.70% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 2.9% 11.5% 4.2% 54.2 0.14% 62.9 57.4% 66.6% 50.6% -- -- -- -- -- -- -- 300x250 3.5% 14.6% 3.9% 59.5 0.13% 59.8 57.4% 65.2% 49.5% -- -- -- -- -- -- -- 728x90 1.8% 6.0% 2.9% 52.4 0.07% 83.6 52.3% 65.1% 49.8% -- -- -- -- -- -- -- 160x600 0.5% 1.4% 1.7% 32.7 0.07% 35.8 65.7% 84.1% 74.7% -- -- -- -- -- -- -- Push Down Banner 4.5% 5.6% 9.6% 32.9 0.21% 80.0 67.0% 58.0% 22.8% -- -- -- -- 2.2% 22.4% 35.5 728x90 -- -- -- -- -- 80.0 67.0% 58.0% 22.8% -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics 7 buenas prácticas para crear un anuncio inteligente Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 4.3% 15.0% 5.7% 64.5 0.19% 0.10% 80.3 57.9% 71.8% 52.3% -- -- -- -- 6.7% 26.1% 89.7 Auto 4.0% 11.9% 6.2% 46.0 0.29% 0.07% 66.1 58.6% 63.0% 45.8% -- -- -- -- 2.7% 18.5% 50.6 B2B 1.0% 1.2% 5.3% 49.8 0.10% 0.02% 90.9 62.0% 87.0% 73.8% -- -- -- -- -- -- -- Careers -- -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 5.4% 13.7% -- -- 0.59% 0.11% 44.8 64.4% 71.1% 55.8% -- -- -- -- 4.0% 39.8% 23.3 Corporate 2.1% 4.9% 4.3% 36.3 0.10% 0.05% 46.7 52.1% 57.4% 45.1% -- -- -- -- 2.2% 14.9% 29.7 Electronics 7.1% 9.1% 10.7% 46.7 0.31% 0.10% 387.4 52.7% 96.6% 0.8% 63.5 7.7% 64.4% 16.7% 11.6% 24.9% 36.7 Entertainment 2.4% 4.0% 5.2% 50.6 0.25% 0.14% 52.5 59.0% 66.2% 54.6% 29.2 17.8% 50.7% 34.1% 4.9% 32.8% 34.1 Financial -- -- 6.1% 66.7 0.18% 0.08% 81.4 57.7% 66.3% 51.5% -- -- -- -- 0.9% 7.8% 32.3 Gaming 4.3% 11.8% 4.9% 61.8 0.21% 0.09% 62.8 54.7% 62.5% 46.9% 44.4 18.8% 60.2% 42.4% 5.2% 16.2% 72.6 Government/Utilities 5.2% 12.9% 7.3% 39.3 0.31% 0.11% 37.6 61.8% 53.4% 40.0% -- -- -- -- 3.6% 22.9% 39.8 Health/Beauty 5.2% 7.2% 10.9% 34.3 0.70% 0.09% 27.3 58.6% 78.0% 67.8% 28.7 16.4% 59.5% 48.8% 2.3% 55.1% 13.1 Verticals Medical -- -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- News/Media -- -- 11.5% 82.5 0.28% -- -- -- -- -- -- -- -- -- -- -- -- Restaurant 2.5% 6.8% 3.6% 47.1 0.13% -- 46.8 47.3% 65.7% 39.7% 24.9 6.2% 58.7% 43.0% 2.2% 23.3% 216.2 Retail 4.1% 6.2% 8.8% 28.3 0.56% 0.11% 73.6 60.7% 53.0% 36.7% 18.4 16.6% 35.2% 20.5% 5.0% 21.2% 29.2 Services -- -- 5.4% 141.8 0.15% -- -- -- -- -- -- -- -- -- 10.5% 13.9% 43.4 Sports 12.8% 22.3% 14.1% 44.6 0.79% -- -- -- -- -- -- -- -- -- -- -- -- Tech/Internet 0.3% 0.4% 2.9% 27.5 0.09% 0.09% 14.0 56.0% 74.3% 62.5% 14.3 3.8% 69.8% 57.0% 4.7% 6.5% 47.7 Telecom 2.0% 3.8% 4.4% 47.6 0.23% -- 49.7 51.5% 62.8% 44.9% -- -- -- -- 7.9% 40.5% 50.3 Travel 1.9% 2.4% 4.3% 42.6 0.37% 0.06% 26.6 54.9% 66.2% 48.1% -- -- -- -- 3.9% 25.7% 30.8 Data Source MediaMind Research, Q4 2010 - Q3 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.com31
  • 32. Benchmarks for Germany – Q4 2010 - Q3 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 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 4.9% 9.7% 7.5% 57.0 0.39% 53.7 71.2% 67.3% 53.7% 50.7 9.7% 60.5% 47.1% 4.8% 73.8% 105.7 300x250 3.5% 8.7% 8.4% 52.7 0.33% -- -- -- -- 60.1 17.6% 70.6% 56.9% 1.9% 96.5% 158.1 728x90 1.8% 2.4% 4.6% 51.0 0.16% 12.2 65.3% 93.4% 85.6% -- -- -- -- 1.9% 57.8% 125.1 120x600 8.8% 11.5% 7.9% 80.4 0.09% -- -- -- -- -- -- -- -- 8.8% 11.0% 78.3 234x60 11.1% 19.9% 7.3% 81.9 0.48% -- -- -- -- 44.6 5.4% 39.9% 24.9% 10.9% 16.8% 17.0 Formats Expandable Strip 12.7% 22.5% 12.0% 23.6 0.44% -- -- -- -- -- -- -- -- 12.6% 18.5% 5.7 Floating Ad 0.9% 1.3% 9.3% 5.4 0.66% 13.8 76.3% 45.9% 32.8% -- -- -- -- -- -- -- Polite Banner 1.4% 4.5% 4.1% 31.9 0.14% 48.2 56.9% 62.3% 47.4% -- -- -- -- -- -- -- 300x250 1.7% 5.4% 3.8% 33.4 0.11% 49.4 57.1% 64.4% 49.1% -- -- -- -- -- -- -- 728x90 0.2% 0.2% 1.5% 22.6 0.08% 21.0 48.9% 61.2% 47.5% -- -- -- -- -- -- -- 160x600 0.5% 1.7% 1.8% 25.4 0.09% 37.1 68.5% 63.1% 50.1% -- -- -- -- -- -- -- Push Down Banner 6.0% 7.3% 10.3% 25.6 0.33% 16.5 41.7% 41.8% 34.7% -- -- -- -- 5.8% 60.3% 16.1 728x90 3.2% 3.5% 6.7% 39.1 0.16% 16.5 41.7% 41.8% 34.7% -- -- -- -- 3.0% 52.1% 17.7 7 buenas prácticas para crear un anuncio inteligente Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 3.3% 5.1% 5.9% 39.9 0.34% 0.14% 74.6 55.3% 65.2% 51.0% 11.3 2.0% 25.4% 14.9% 6.1% 40.5% 68.9 Auto 0.8% 1.2% 4.8% 39.9 0.18% 0.11% 57.1 58.0% 55.1% 38.1% -- -- -- -- 1.8% 75.9% 90.8 B2B 1.4% 2.1% 4.3% 70.8 0.22% 0.10% -- -- -- -- -- -- -- -- 1.3% 86.1% 244.6 Careers 0.7% 1.5% 11.1% 15.5 0.60% -- -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 4.9% 7.7% -- -- 0.30% 0.10% 35.6 50.9% 67.6% 52.4% 29.6 5.2% 40.0% 21.7% 5.9% 83.0% 133.4 Corporate 4.5% 6.0% 6.9% 65.3 0.21% 0.06% 58.2 69.0% 44.7% 35.7% -- -- -- -- 4.8% 42.1% 154.5 Electronics 3.0% 4.3% 9.4% 33.1 0.33% 0.11% 60.3 49.6% 43.4% 27.9% 74.7 3.8% 30.5% 20.8% 7.3% 89.9% 107.3 Entertainment 3.9% 7.5% 7.7% 37.7 0.53% 0.10% 26.2 54.7% 67.7% 53.0% 24.1 15.2% 56.2% 41.9% 7.6% 85.1% 77.9 Financial 1.6% 4.1% 4.4% 47.7 0.10% 0.05% 84.3 44.7% 74.2% 56.0% 54.8 14.7% 76.6% 68.1% 0.8% 86.6% 176.1 Gaming 1.9% 3.7% 8.0% 26.8 0.74% 0.12% 62.0 46.5% 72.5% 57.3% 57.4 18.2% 85.2% 79.1% 3.2% 88.4% 89.0 Government/Utilities -- -- 9.2% 60.1 0.10% 0.06% -- -- -- -- -- -- -- -- -- -- -- Health/Beauty 4.0% 11.2% 5.9% 50.5 0.21% 0.09% 65.8 51.6% 62.5% 46.7% -- -- -- -- 6.2% 67.6% 86.1 Verticals Medical 8.8% 16.0% 10.6% 58.1 0.66% 0.22% -- -- -- -- -- -- -- -- 20.0% 35.2% 14.6 News/Media 1.0% 1.3% 4.5% 23.6 0.20% 0.15% 35.9 57.7% 51.5% 40.4% -- -- -- -- -- -- -- Retail 2.9% 5.1% 5.5% 44.7 0.23% 0.09% -- -- -- -- -- -- -- -- 8.8% 67.7% 170.2 Services 1.4% 2.3% 5.3% 32.4 0.30% -- 36.2 53.9% 38.8% 17.0% -- -- -- -- 2.7% 60.2% 69.9 Sports 0.3% 0.3% 6.5% 15.6 0.33% -- -- -- -- -- -- -- -- -- -- -- -- Tech/Internet 1.3% 2.2% 5.2% 41.0 0.47% 0.09% 16.6 62.1% 77.5% 62.6% -- -- -- -- 1.7% 65.2% 191.8 Telecom 3.5% 4.1% 6.4% 43.5 0.31% -- 22.8 53.7% 60.8% 43.0% -- -- -- -- 3.7% 56.3% 128.0 Travel 7.0% 24.8% 5.5% 81.9 0.17% 0.08% 49.3 87.1% 70.8% 48.3% -- -- -- -- 5.9% 6.2% 14.6 Data Source MediaMind Research, Q4 2010 - Q3 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.com32
  • 33. Benchmarks for Greece – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 9.0% 10.6% 10.9% 66.4 0.71% -- -- -- -- -- -- -- -- 9.2% 11.9% 62.9 0.63% Formats 300x250 5.6% 7.7% 7.0% 71.7 -- -- -- -- -- -- -- -- 5.6% 10.2% 88.2 728x90 10.9% 11.0% 16.7% 55.6 0.93% -- -- -- -- -- -- -- -- 12.1% 11.7% 63.9 Polite Banner 0.5% 0.5% 2.4% 21.7 0.10% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- 2.3% 19.3 0.09% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 6.0% 8.3% 8.0% 97.4 0.56% 0.15% -- -- -- -- -- -- -- -- 11.5% 22.6% 103.1 Gaming -- -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Restaurant -- -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- Telecom 7.2% 8.2% 7.2% 50.1 0.36% -- -- -- -- -- -- -- -- -- 8.4% 9.1% 30.3 Verticals Travel 5.3% 4.7% 6.9% 91.5 0.18% -- -- -- -- -- -- -- -- -- 10.7% 9.4% 114.1 Data Source MediaMind Research, Q4 2010 - Q3 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 Benchmarks for Hong Kong – Q4 2010 - Q3 2011 Performance Metrics (By Format, Size and Vertical) Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics 7 buenas prácticas para crear un anuncio inteligente 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 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner -- -- 9.5% 40.2 0.48% 44.4 71.6% 65.8% 52.8% 51.1 7.9% 33.5% 22.5% 12.2% 26.5% 20.0 300x250 10.7% 27.1% 11.2% 53.9 0.31% -- -- -- -- 57.2 16.8% 38.9% 19.6% 9.4% 25.9% 82.4 728x90 17.0% 24.3% 13.7% 54.1 0.44% -- -- -- -- -- -- -- -- 16.7% 32.2% 109.8 0.50% Formats 234x60 -- -- 9.2% 37.6 -- -- -- -- 46.2 6.4% 31.0% 23.7% 12.7% 26.7% 17.9 Floating Ad 3.9% 4.2% 12.7% 4.1 1.03% 32.2 83.4% 55.1% 39.2% -- -- -- -- -- -- -- Floating Ad with Reminder 14.8% 27.5% 19.3% 27.3 1.56% 25.4 50.6% 63.6% 48.4% -- -- -- -- -- -- -- Polite Banner 4.6% 16.6% 9.9% 69.9 0.15% 38.6 64.4% 56.9% 40.1% -- -- -- -- -- -- -- 300x250 5.1% 19.2% 11.1% 74.8 0.15% 39.7 65.0% 57.2% 40.3% -- -- -- -- -- -- -- 728x90 0.2% 0.5% 2.5% 19.1 0.10% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 4.4% 8.1% 9.8% 29.9 0.58% -- -- -- -- -- -- -- -- 2.1% 28.2% 33.0 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel -- -- 9.1% 42.3 0.36% 0.14% 26.4 67.9% 58.2% 31.4% 27.1 10.6% 50.3% 36.7% 13.3% 26.2% 28.3 Auto 5.7% 18.9% 14.5% 6.8 0.20% 0.11% -- -- -- -- -- -- -- -- -- -- -- B2B -- -- 22.0% 42.3 0.51% 0.14% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 5.7% 16.6% -- -- 0.50% 0.11% 32.8 72.9% 61.5% 44.8% -- -- -- -- 13.6% 27.9% 49.4 Electronics -- -- 10.2% 46.3 0.47% 0.13% 23.9 70.4% 55.6% 41.8% 38.7 14.1% 35.1% 25.2% 13.8% 29.0% 21.9 Entertainment -- -- 9.7% 46.8 0.46% 0.10% 54.6 60.3% 66.9% 54.0% 71.8 14.6% 64.2% 53.0% 12.6% 28.7% 59.9 Financial 7.3% 23.8% 7.8% 31.2 0.31% 0.06% 32.7 69.9% 50.8% 36.7% -- -- -- -- 11.1% 22.1% 24.8 Gaming -- -- 8.3% 26.5 0.40% 0.22% -- -- -- -- -- -- -- -- 10.3% 24.7% 15.4 Government/Utilities -- -- 8.9% 40.8 0.43% -- -- -- -- -- -- -- -- -- -- -- -- Health/Beauty -- -- 14.0% 63.5 0.49% 0.10% 53.5 64.9% 52.5% 38.6% 33.8 9.5% 31.6% 15.5% 11.2% 28.2% 59.2 Medical -- -- 8.8% 27.8 0.29% 0.15% -- -- -- -- 28.2 19.0% 40.8% 29.4% 11.4% 25.3% 21.0 Verticals News/Media 6.3% 21.9% 6.9% 36.2 0.41% 0.06% -- -- -- -- -- -- -- -- 9.0% 23.2% 39.8 Restaurant -- -- 10.1% 22.0 0.72% 0.14% -- -- -- -- -- -- -- -- 11.6% 25.4% 20.7 Retail -- -- 13.8% 52.6 0.59% 0.03% -- -- -- -- 99.6 12.6% 34.5% 23.9% 16.8% 29.3% 54.7 Services -- -- 10.8% 22.9 0.55% -- -- -- -- -- 43.1 5.5% 20.8% 15.6% 10.3% 24.2% 17.7 Sports -- -- 7.3% 35.6 0.33% -- -- -- -- -- -- -- -- -- -- -- -- Tech/Internet -- -- 8.4% 37.4 0.42% 0.03% 37.0 57.5% 57.4% 45.6% -- -- -- -- 10.8% 22.4% 18.4 Telecom -- -- 8.5% 33.7 0.42% -- -- -- -- -- -- -- -- -- 13.4% 27.3% 19.4 Travel -- -- 9.7% 50.7 0.43% 0.12% 47.8 58.9% 58.0% 43.8% -- -- -- -- 14.1% 26.0% 22.1 Data Source MediaMind Research, Q4 2010 - Q3 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.com33
  • 34. Benchmarks for Hungary – Q4 2010 - Q3 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 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner -- -- 11.4% 78.0 0.69% -- -- -- -- 11.9 2.5% 24.0% 11.9% 16.1% 33.4% 27.2 300x250 4.5% 7.3% 7.5% 35.0 0.07% -- -- -- -- -- -- -- -- 4.5% 6.5% 51.8 0.77% Formats 234x60 -- -- 12.1% 81.3 -- -- -- -- 11.8 3.4% 23.9% 11.6% 17.8% 37.2% 33.3 Polite Banner 0.1% 0.3% 2.3% 20.4 0.06% 16.4 57.5% 65.5% 53.8% -- -- -- -- -- -- -- 300x250 0.2% 0.4% 3.7% 22.9 0.11% 16.0 52.4% 63.3% 50.0% -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 9.4% 19.5% 7.7% 64.2 0.36% -- 16.4 57.5% 65.5% 53.8% -- -- -- -- 15.2% 43.9% 80.5 Auto 7.0% 14.5% 9.0% 45.9 0.19% 0.06% -- -- -- -- -- -- -- -- 7.0% 14.3% 89.9 Consumer Packaged Goods -- -- -- -- 0.56% -- -- -- -- -- -- -- -- -- 17.1% 33.3% 16.6 Electronics -- -- 12.2% 81.9 3.29% -- -- -- -- -- -- -- -- -- 15.9% 33.9% 17.5 Entertainment -- -- 12.1% 82.4 0.64% -- -- -- -- -- -- -- -- -- 18.3% 38.7% 19.1 Financial 14.7% 22.5% 12.0% 76.5 0.42% -- -- -- -- -- -- -- -- -- 14.7% 21.9% 49.0 Health/Beauty -- -- 11.4% 78.3 0.73% -- -- -- -- -- -- -- -- -- 17.3% 35.1% 29.0 Verticals Retail -- -- 12.2% 87.1 0.93% -- -- -- -- -- -- -- -- -- 18.5% 32.7% 27.2 Tech/Internet -- -- 13.7% 84.1 0.64% -- -- -- -- -- -- -- -- -- 18.7% 39.6% 23.4 Telecom -- -- 12.4% 80.0 0.66% -- -- -- -- -- -- -- -- -- 17.4% 38.3% 34.6 Data Source MediaMind Research, Q4 2010 - Q3 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 Benchmarks for India – Q4 2010 - Q3 2011 Performance Metrics (By Format, Size and Vertical) 7 buenas prácticas para crear un anuncio inteligente 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 -- -- -- -- 0.18% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.21% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 9.3% 12.0% 10.3% 57.3 0.51% 39.7 29.5% 76.6% 64.6% 13.8 3.9% 62.0% 50.7% 9.1% 44.7% 134.5 300x250 4.8% 6.9% 9.2% 56.3 0.64% -- -- -- -- 13.4 3.7% 68.6% 57.6% 4.3% 67.0% 172.4 0.32% Formats 728x90 14.4% 17.9% 12.0% 46.6 -- -- -- -- -- -- -- -- 14.4% 19.7% 73.4 234x60 11.8% 17.4% 7.3% 77.5 0.58% -- -- -- -- -- -- -- -- 11.8% 16.9% 25.7 Polite Banner 0.6% 1.2% 3.6% 31.2 0.23% 20.9 32.6% 71.4% 54.4% 25.5 16.3% 71.7% 52.6% -- -- -- 300x250 0.5% 1.2% 2.7% 27.8 0.23% 20.9 32.6% 71.4% 54.4% 25.5 16.3% 71.7% 52.6% -- -- -- 728x90 0.6% 1.4% 4.8% 34.5 0.23% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 3.5% 4.0% 18.4% 14.2 0.62% -- -- -- -- -- -- -- -- 0.1% 53.5% 44.4 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 3.5% 4.8% 8.5% 43.4 0.60% 0.13% -- -- -- -- -- -- -- -- 3.3% 57.2% 175.1 Auto 7.8% 10.4% 9.8% 43.2 0.57% 0.19% 44.4 26.7% 64.7% 51.5% 19.2 0.7% 68.1% 54.6% 8.0% 47.0% 176.8 B2B 6.0% 9.0% 9.0% 77.7 0.70% 0.15% -- -- -- -- -- -- -- -- 7.6% 59.2% 164.5 Careers 1.5% 2.9% 4.7% 42.4 0.23% -- -- -- -- -- -- -- -- -- 6.9% 72.4% 210.0 Consumer Packaged Goods 7.1% 9.7% -- -- 0.54% 0.55% -- -- -- -- -- -- -- -- 7.8% 46.6% 158.4 Corporate 6.5% 10.3% 6.7% 52.8 0.31% -- -- -- -- -- -- -- -- -- 6.4% 51.0% 160.1 Electronics 10.6% 15.1% 11.4% 61.6 0.64% 0.23% 94.0 28.2% 77.6% 63.0% 29.0 2.1% 52.0% 36.9% 10.6% 39.8% 154.1 Entertainment 3.2% 4.7% 7.6% 47.1 0.56% 0.30% 21.0 28.2% 76.2% 59.2% 25.7 16.6% 70.2% 51.3% 5.4% 53.7% 166.8 Financial 9.0% 11.0% 10.9% 62.4 0.45% 0.14% -- -- -- -- 27.7 8.7% 26.5% 16.4% 8.9% 36.0% 131.1 Gaming 12.3% 24.6% 7.4% 26.7 0.17% -- -- -- -- -- -- -- -- -- 12.2% 24.4% 150.7 Government/Utilities 8.3% 12.6% 10.3% 57.9 0.71% 0.20% -- -- -- -- -- -- -- -- 8.7% 28.5% 100.7 Health/Beauty 10.4% 16.0% 10.2% 51.1 0.56% 0.21% -- -- -- -- 14.8 0.9% 32.1% 19.7% 10.1% 49.1% 164.2 Verticals Medical -- -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- News/Media -- -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- -- Restaurant 13.1% 17.2% 18.3% 144.3 0.88% -- -- -- -- -- -- -- -- -- 13.0% 60.2% 111.4 Retail 5.4% 7.6% 9.2% 51.7 0.56% 0.40% -- -- -- -- -- -- -- -- 5.4% 55.3% 150.7 Services 10.5% 12.8% 10.4% 64.8 0.34% -- -- -- -- -- 14.3 3.0% 60.4% 45.6% 10.7% 32.8% 145.5 Sports 1.2% 1.9% 7.1% 40.6 0.57% -- -- -- -- -- -- -- -- -- 0.7% 87.0% 157.2 Tech/Internet 5.1% 6.9% 7.4% 43.8 0.47% 0.20% -- -- -- -- -- -- -- -- 5.6% 63.7% 173.8 Telecom 11.7% 14.9% 9.8% 48.7 0.46% -- 28.8 9.0% 69.8% 51.9% 29.8 12.3% 46.7% 32.3% 12.2% 37.6% 143.8 Travel 7.9% 10.4% 9.8% 44.9 0.44% 0.13% 91.4 23.6% 87.8% 79.4% -- -- -- -- 8.4% 49.2% 160.0 Data Source MediaMind Research, Q4 2010 - Q3 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.com34
  • 35. Benchmarks for Indonesia – Q4 2010 - Q3 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 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.02% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 13.3% 19.2% 14.2% 64.6 0.27% -- -- -- -- -- -- -- -- 13.3% 19.9% 77.6 300x250 12.0% 16.2% 12.2% 67.1 0.21% -- -- -- -- -- -- -- -- 12.0% 16.3% 84.7 Formats 728x90 -- -- 23.9% 79.6 1.07% -- -- -- -- -- -- -- -- 19.8% 41.6% 56.1 Floating Ad 2.1% 2.1% 24.0% 4.0 2.04% -- -- -- -- -- -- -- -- -- -- -- Polite Banner -- -- 0.6% 40.0 0.01% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- 1.8% 72.7 0.04% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Auto 9.3% 13.2% 18.4% 27.1 0.80% 0.11% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 9.4% 14.8% -- -- 0.37% 0.02% -- -- -- -- -- -- -- -- 13.0% 22.3% 58.9 Corporate -- -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Electronics 10.6% 14.6% 11.2% 81.4 0.48% 0.04% -- -- -- -- -- -- -- -- 10.6% 14.2% 91.3 Entertainment -- -- -- -- -- 0.03% -- -- -- -- -- -- -- -- -- -- -- Financial -- -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- Health/Beauty 5.4% 7.8% 10.5% 38.3 0.36% 0.06% -- -- -- -- -- -- -- -- 6.1% 27.6% 168.5 Verticals Tech/Internet -- -- 1.5% 19.9 0.05% 0.06% -- -- -- -- -- -- -- -- -- -- -- Telecom 15.8% 20.3% 14.3% 70.8 0.19% -- -- -- -- -- -- -- -- -- 15.8% 20.1% 80.9 Travel 0.7% 1.0% 2.3% 26.4 0.39% 0.14% -- -- -- -- -- -- -- -- 0.7% 0.9% 71.1 Data Source MediaMind Research, Q4 2010 - Q3 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 7 buenas prácticas para crear un anuncio inteligente Benchmarks for Ireland – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 7.1% 12.2% 7.3% 61.7 0.22% 14.7 48.4% 69.8% 58.4% 14.3 2.8% 53.9% 39.9% 6.6% 34.1% 142.0 300x250 6.0% 11.8% 6.8% 53.2 0.21% -- -- -- -- 12.4 2.6% 47.3% 34.9% 5.3% 43.9% 196.1 Formats 728x90 13.1% 17.0% 13.3% 64.7 0.39% -- -- -- -- 20.1 4.4% 61.1% 45.9% 13.1% 16.4% 66.5 234x60 6.5% 10.1% 4.2% 115.5 0.07% -- -- -- -- 14.9 2.5% 63.5% 46.8% 6.5% 10.0% 104.4 Polite Banner 0.2% 0.4% 3.1% 37.2 0.09% 23.6 61.2% 70.0% 53.4% -- -- -- -- -- -- -- 300x250 0.2% 0.4% 3.4% 36.0 0.09% 23.6 58.6% 67.6% 52.5% -- -- -- -- -- -- -- 728x90 0.4% 0.7% 2.6% 43.3 0.09% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel -- -- -- -- -- 0.24% -- -- -- -- -- -- -- -- -- -- -- Auto -- -- 1.8% 33.8 0.07% 0.08% -- -- -- -- 25.9 0.3% 83.8% 78.4% -- -- -- Consumer Packaged Goods 0.5% 0.7% -- -- 0.08% 0.08% 17.9 58.2% 64.6% 50.1% -- -- -- -- 2.7% 10.3% 13.3 Electronics 4.0% 6.0% 3.8% 57.4 0.11% -- -- -- -- -- -- -- -- -- -- -- -- Entertainment 1.8% 3.3% 3.8% 51.9 0.17% 0.11% 22.8 63.5% 68.6% 55.4% 20.4 5.2% 56.9% 42.4% 5.8% 36.3% 240.5 Financial -- -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Gaming 2.5% 5.5% 3.4% 46.1 0.08% 0.07% 34.8 36.1% 66.9% 51.2% 38.5 4.0% 49.0% 34.9% 13.3% 28.1% 76.7 Verticals Health/Beauty 3.2% 5.0% 5.3% 60.8 0.14% 0.10% 49.3 47.6% 85.9% 76.1% -- -- -- -- 6.8% 57.2% 186.8 Telecom 12.1% 13.9% 10.5% 51.7 0.11% -- -- -- -- -- 13.2 3.2% 33.1% 21.7% 12.1% 14.9% 49.9 Travel -- -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com35
  • 36. Benchmarks for Israel – Q4 2010 - Q3 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 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.22% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 4.6% 7.9% 6.3% 57.2 0.12% -- -- -- -- 13.7 0.7% 41.5% 28.4% 4.7% 19.6% 147.4 300x250 0.6% 0.7% 1.3% 63.7 0.00% -- -- -- -- -- -- -- -- 0.6% 33.2% 257.7 728x90 0.7% 0.8% 1.4% 110.6 0.01% -- -- -- -- -- -- -- -- 0.7% 30.5% 371.0 120x600 1.1% 1.7% 3.8% 106.1 0.03% -- -- -- -- -- -- -- -- 1.1% 61.0% 275.9 Formats 234x60 8.6% 15.2% 6.6% 54.6 0.19% -- -- -- -- -- -- -- -- 8.6% 15.0% 13.7 Floating Ad 0.2% 0.3% 1.7% 47.7 0.17% -- -- -- -- -- -- -- -- -- -- -- Polite Banner -- -- 1.5% 43.3 0.05% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- 1.6% 25.9 0.05% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- 1.0% 53.5 0.05% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- 1.4% 57.9 0.09% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 0.2% 0.3% 8.8% 14.9 0.22% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with 7 buenas prácticas para crear un anuncio inteligente Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 9.3% 15.3% 9.2% 37.6 0.47% -- -- -- -- -- -- -- -- -- 7.1% 12.7% 15.7 Auto 2.7% 4.8% 4.7% 44.3 0.12% 0.08% -- -- -- -- -- -- -- -- 5.3% 15.8% 133.2 B2B 0.4% 1.2% 2.8% 52.8 0.03% -- -- -- -- -- -- -- -- -- -- -- -- Careers 1.3% 1.5% 2.0% 91.1 0.12% -- -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 2.3% 3.8% -- -- 0.15% 0.07% -- -- -- -- -- -- -- -- 3.5% 15.3% 84.8 Corporate 1.3% 2.3% 1.8% 54.6 0.04% -- -- -- -- -- -- -- -- -- -- -- -- Electronics 3.6% 5.6% 4.6% 42.6 0.10% 0.06% -- -- -- -- -- -- -- -- 3.6% 6.2% 116.3 Entertainment 1.1% 1.8% 2.5% 42.4 0.10% -- -- -- -- -- -- -- -- -- 4.3% 34.7% 201.9 Financial 1.4% 2.1% 2.9% 66.1 0.04% 0.06% -- -- -- -- 13.3 0.8% 42.6% 29.6% 2.1% 17.3% 274.8 Gaming -- -- -- -- -- 0.35% -- -- -- -- -- -- -- -- -- -- -- Government/Utilities 5.3% 9.3% 5.6% 48.0 0.13% 0.04% -- -- -- -- -- -- -- -- 5.6% 9.8% 15.7 Verticals Health/Beauty 0.6% 0.9% 2.0% 46.3 0.07% 0.06% -- -- -- -- -- -- -- -- 2.9% 47.4% 263.5 Medical 2.9% 5.0% 7.7% 34.2 0.14% -- -- -- -- -- -- -- -- -- -- -- -- Retail 7.3% 12.9% 7.4% 51.2 0.25% 0.07% -- -- -- -- -- -- -- -- 9.6% 17.0% 18.8 Services 7.3% 12.7% 6.0% 55.4 0.17% -- -- -- -- -- -- -- -- -- 7.9% 18.9% 166.4 Tech/Internet 9.8% 19.0% 8.2% 39.1 0.43% 0.08% -- -- -- -- -- -- -- -- -- -- -- Telecom 4.3% 8.0% 9.0% 57.8 0.21% -- -- -- -- -- 17.2 0.3% 30.8% 15.9% 5.1% 14.5% 60.2 Travel 4.1% 7.4% 4.0% 57.5 0.11% 0.10% -- -- -- -- -- -- -- -- 7.3% 33.9% 361.9 Data Source MediaMind Research, Q4 2010 - Q3 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.com36
  • 37. Benchmarks for Italy – Q4 2010 - Q3 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 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 9.5% 15.1% 14.0% 34.9 0.63% 12.7 32.1% 41.9% 30.9% 12.8 6.7% 52.1% 36.3% 5.0% 34.2% 52.1 300x250 8.5% 13.5% 13.6% 33.3 0.59% -- -- -- -- 14.1 8.6% 60.1% 43.9% 4.9% 29.4% 46.1 728x90 7.7% 14.8% 9.0% 39.1 0.25% 35.9 50.6% 45.4% 32.7% 15.3 1.1% 31.3% 19.9% 7.5% 60.4% 84.0 234x60 13.5% 20.8% 8.6% 94.8 0.32% -- -- -- -- 8.7 3.8% 27.4% 15.5% 13.4% 21.0% 47.1 Formats Expandable Strip 6.8% 9.9% 5.9% 53.1 0.17% -- -- -- -- -- -- -- -- 6.7% 9.7% 11.3 Floating Ad 2.7% 3.2% -- -- 2.31% 7.6 86.3% 37.3% 27.7% -- -- -- -- -- -- -- Polite Banner 8.9% 9.1% 2.1% 29.2 0.21% 28.3 78.2% 82.3% 71.3% 24.2 15.4% 67.5% 55.2% -- -- -- 300x250 10.0% 10.2% 1.8% 31.8 0.05% 28.7 78.9% 83.4% 72.4% 26.0 18.9% 69.7% 57.6% -- -- -- 728x90 0.5% 0.6% 1.8% 20.3 0.09% 23.3 49.0% 61.3% 44.2% -- -- -- -- -- -- -- 160x600 -- -- 1.0% 20.8 0.06% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 8.0% 10.1% 13.4% 25.9 0.35% 16.7 34.2% 53.2% 36.6% 14.8 9.8% 65.8% 55.5% 5.1% 27.6% 88.9 728x90 6.9% 8.7% 18.6% 19.6 0.90% 16.7 34.2% 53.2% 36.6% 14.8 9.8% 65.8% 55.5% 4.4% 47.1% 23.2 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics 7 buenas prácticas para crear un anuncio inteligente Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 1.9% 2.5% 5.7% 28.9 0.20% 0.09% 16.3 58.8% 62.6% 50.4% 29.9 16.1% 70.4% 57.4% 5.1% 73.0% 159.4 Auto 5.7% 8.9% 12.9% 22.8 0.98% 0.10% 15.7 48.6% 52.2% 40.0% 15.7 8.9% 63.5% 46.9% 4.1% 32.3% 73.9 B2B -- -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 9.3% 15.4% -- -- 0.47% 0.08% 14.0 36.9% 50.4% 38.7% 15.9 6.2% 55.5% 37.9% 5.2% 29.3% 27.5 Corporate 3.8% 6.0% 7.9% 31.6 0.34% 0.06% -- -- -- -- -- -- -- -- 9.8% 25.2% 33.6 Electronics 7.7% 10.3% 12.9% 23.3 0.43% 0.12% 10.7 46.3% 48.0% 37.7% 13.6 18.9% 55.6% 43.3% 5.5% 35.5% 103.0 Entertainment 5.8% 9.0% 9.4% 27.1 0.51% 0.07% 18.7 52.5% 57.3% 44.8% 13.8 10.4% 45.3% 32.4% 4.5% 32.8% 64.6 Financial 5.9% 11.6% 10.0% 33.2 0.52% 0.05% 17.6 54.8% 48.6% 39.2% 100.9 11.5% 47.7% 38.7% 4.3% 29.6% 113.2 Gaming 6.8% 9.8% 10.6% 40.6 0.60% 0.04% 17.1 54.5% 58.5% 45.7% 12.4 18.5% 55.6% 43.1% 6.8% 24.2% 45.3 Government/Utilities 4.3% 5.2% 6.7% 20.1 0.33% 0.02% 16.5 34.5% 50.1% 37.9% 13.4 0.3% 42.0% 32.2% 2.7% 24.3% 11.6 Health/Beauty 5.4% 9.4% 8.6% 31.9 0.23% 0.11% 16.5 57.7% 49.5% 36.1% 18.6 1.7% 44.6% 28.7% 7.0% 53.3% 86.3 Verticals Medical 12.5% 19.9% 20.4% 36.0 1.07% 0.10% 15.2 45.9% 53.3% 40.2% -- -- -- -- 1.3% 39.9% 23.3 News/Media 14.2% 15.0% 21.9% 10.7 1.28% -- 11.5 58.6% 60.5% 51.1% 14.3 7.7% 60.4% 44.1% -- -- -- Retail 7.0% 9.5% 9.7% 24.9 0.60% 0.15% 15.5 43.8% 63.9% 51.3% 17.9 8.7% 56.9% 40.7% 6.1% 26.4% 84.2 Services 11.3% 20.0% 19.0% 40.1 0.31% -- 9.4 25.5% 22.3% 15.5% -- -- -- -- 3.9% 28.8% 16.1 Tech/Internet 4.7% 7.4% 9.9% 34.6 0.83% 0.08% 26.3 49.3% 72.7% 63.9% -- -- -- -- 3.1% 34.9% 51.3 Telecom 7.9% 12.2% 13.9% 39.9 0.81% -- 17.1 48.4% 48.1% 33.6% -- -- -- -- 6.1% 27.1% 29.7 Travel 12.4% 15.5% 19.3% 29.2 0.51% 0.11% 7.9 38.1% 32.2% 22.3% -- -- -- -- 6.2% 33.2% 25.7 Data Source MediaMind Research, Q4 2010 - Q3 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.com37
  • 38. Benchmarks for Japan – Q4 2010 - Q3 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 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.03% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- Rich Media Commercial Break 4.7% 4.6% -- -- -- -- -- -- -- -- -- -- -- -- -- -- Expandable Banner 1.2% 1.6% 1.8% 56.7 0.06% -- -- -- -- 13.9 7.7% 41.7% 28.8% 1.2% 60.3% 117.5 0.10% Formats 300x250 4.2% 6.0% 5.3% 28.5 -- -- -- -- 16.4 6.9% 43.1% 33.6% 4.2% 6.4% 22.2 728x90 4.5% 5.6% 5.7% 28.6 0.05% -- -- -- -- -- -- -- -- 4.6% 6.4% 22.7 Polite Banner 0.1% 0.4% 2.9% 21.8 0.11% 51.7 57.9% 48.1% 34.3% -- -- -- -- -- -- -- 300x250 -- -- 1.8% 24.2 0.07% 55.1 55.0% 44.5% 29.9% -- -- -- -- -- -- -- 728x90 -- -- 2.7% 29.9 0.09% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 1.6% 3.0% 14.5% 16.0 0.31% -- -- -- -- -- -- -- -- 0.2% 49.3% 37.5 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 1.4% 2.7% 3.4% 27.3 0.13% 0.22% 42.7 52.8% 40.3% 26.3% 23.4 10.2% 47.9% 32.6% 5.0% 12.5% 31.9 Auto -- -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- B2B -- -- 2.0% 25.4 0.06% 0.08% -- -- -- -- -- -- -- -- -- -- -- Careers -- -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 0.9% 1.2% -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- -- Corporate 6.5% 8.3% 6.9% 28.4 0.23% -- 21.2 64.3% 66.3% 52.4% -- -- -- -- 10.1% 19.6% 12.1 Electronics 2.3% 5.8% 4.7% 30.3 0.25% 0.22% -- -- -- -- -- -- -- -- 4.7% 13.2% 38.5 Entertainment 0.5% 1.2% 2.0% 49.9 0.06% -- 64.7 53.5% 40.5% 26.1% -- -- -- -- -- -- -- Financial 1.0% 1.6% 2.2% 42.4 0.14% 0.03% -- -- -- -- -- -- -- -- 1.0% 60.1% 115.5 Gaming 1.2% 1.4% 2.3% 80.8 0.14% -- -- -- -- -- -- -- -- -- 1.3% 59.4% 142.1 Verticals Health/Beauty 0.6% 0.8% 1.9% 33.1 0.05% 0.04% -- -- -- -- -- -- -- -- 1.0% 68.1% 122.6 Medical 13.5% 14.7% -- -- 14.02% -- -- -- -- -- -- -- -- -- -- -- -- Retail 1.0% 1.1% 4.6% 27.6 0.28% 0.07% -- -- -- -- -- -- -- -- -- -- -- Sports -- -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Tech/Internet 0.5% 0.7% 2.3% 46.3 0.06% 0.06% -- -- -- -- -- -- -- -- 0.7% 55.9% 139.8 Travel 1.4% 1.9% 12.8% 15.1 0.22% 0.08% -- -- -- -- -- -- -- -- 0.2% 52.1% 90.3 Data Source MediaMind Research, Q4 2010 - Q3 2011 -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, 7 buenas prácticas para crear un anuncio inteligente please contact your local MediaMind representative or email us at info@mediamind.com Benchmarks for Korea – Q4 2010 - Q3 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 -- -- -- -- 0.25% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.30% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.19% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 10.5% 15.2% 5.7% 66.8 0.19% -- -- -- -- 15.0 6.5% 34.1% 19.1% 10.5% 15.1% 22.3 300x250 11.6% 16.6% 11.6% 47.2 0.42% -- -- -- -- 17.9 7.4% 40.5% 23.2% 11.6% 17.4% 53.8 Formats 234x60 10.4% 15.2% 5.5% 68.6 0.18% -- -- -- -- 10.8 6.6% 26.5% 14.3% 10.4% 15.0% 20.2 Polite Banner 0.6% 0.8% 5.0% 27.0 0.28% 19.4 54.2% 79.2% 62.4% -- -- -- -- -- -- -- 300x250 0.6% 0.9% 5.1% 27.3 0.29% 19.4 54.2% 79.2% 62.4% -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Auto 8.9% 14.0% 7.0% 64.0 0.33% 0.25% 19.3 54.2% 79.4% 62.6% 18.5 20.0% 50.7% 35.8% 12.5% 19.6% 32.5 Electronics 10.7% 15.5% 6.1% 69.3 0.14% -- -- -- -- -- -- -- -- -- 10.7% 15.3% 23.7 Entertainment 10.1% 13.6% 5.8% 53.5 0.22% -- -- -- -- -- -- -- -- -- 10.1% 13.4% 16.6 Financial 10.1% 13.6% 5.5% 66.2 0.14% -- -- -- -- -- -- -- -- -- 10.1% 13.5% 21.1 Gaming 9.2% 13.2% 4.8% 44.8 0.14% -- -- -- -- -- -- -- -- -- 9.2% 13.0% 16.4 Health/Beauty 10.3% 15.4% 4.6% 42.9 0.16% -- -- -- -- -- -- -- -- -- 10.3% 15.2% 14.5 Verticals Retail 10.3% 14.6% 5.2% 65.2 0.17% -- -- -- -- -- -- -- -- -- 10.3% 14.4% 21.6 Tech/Internet 9.5% 14.3% 4.2% 58.9 0.15% -- -- -- -- -- -- -- -- -- 9.5% 14.1% 17.7 Travel 9.7% 13.3% 5.1% 74.1 0.13% -- -- -- -- -- -- -- -- -- 9.7% 13.2% 23.4 Data Source MediaMind Research, Q4 2010 - Q3 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.com38
  • 39. Benchmarks for Malaysia – Q4 2010 - Q3 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 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 12.1% 16.6% 10.8% 77.2 0.32% 26.4 41.9% 68.5% 50.6% 24.3 3.9% 38.5% 25.7% 12.0% 18.5% 66.8 300x250 10.9% 15.2% 11.2% 58.7 0.35% -- -- -- -- 31.7 4.1% 37.7% 24.6% 10.7% 19.3% 78.4 728x90 18.1% 23.6% 16.5% 74.6 0.37% -- -- -- -- 17.0 7.1% 38.3% 26.8% 18.1% 23.5% 76.0 120x600 5.9% 8.3% 4.9% 43.8 0.10% -- -- -- -- 18.3 4.1% 30.5% 19.4% 5.9% 8.2% 52.0 0.29% Formats 234x60 10.1% 14.3% 7.0% 113.6 -- -- -- -- 20.5 3.1% 35.9% 23.9% 10.0% 14.1% 33.9 Floating Ad 1.1% 1.7% 9.9% 6.2 1.08% -- -- -- -- -- -- -- -- -- -- -- Floating Ad with Reminder 1.0% 1.1% 12.1% 22.3 0.94% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.3% 0.4% 2.7% 25.3 0.22% 18.6 62.8% 87.2% 77.6% 19.0 9.3% 81.3% 68.5% -- -- -- 300x250 0.3% 0.5% 2.8% 28.6 0.19% 18.3 62.2% 86.9% 77.2% 18.2 8.2% 80.2% 67.1% -- -- -- 728x90 0.3% 0.3% 2.5% 19.9 0.26% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- 1.5% 38.7 0.11% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 1.4% 2.0% 11.9% 20.4 0.72% -- -- -- -- -- -- -- -- 0.8% 33.2% 127.0 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics 7 buenas prácticas para crear un anuncio inteligente Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 7.3% 9.9% 6.4% 90.4 0.29% 0.16% 24.2 24.1% 76.2% 61.8% 27.9 11.2% 71.0% 51.0% 10.7% 15.4% 33.7 Auto 11.9% 16.2% 11.6% 72.4 0.39% 0.14% 13.7 66.3% 90.5% 80.0% 18.9 8.3% 63.3% 52.2% 14.4% 20.2% 69.0 B2B 4.9% 7.0% 4.6% 93.4 0.14% 0.09% -- -- -- -- -- -- -- -- 7.6% 10.6% 59.6 Careers -- -- -- -- -- 0.02% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 11.0% 14.9% -- -- 0.37% 0.12% 27.4 41.4% 75.7% 63.7% 16.0 4.2% 47.1% 31.5% 12.9% 20.6% 93.8 Corporate 4.2% 5.4% 6.6% 50.8 0.19% 0.18% 29.6 54.8% 76.2% 60.5% -- -- -- -- 4.3% 5.2% 66.1 Electronics 10.1% 13.4% 9.1% 87.2 0.17% 0.15% -- -- -- -- -- -- -- -- 10.6% 13.8% 74.9 Entertainment 9.2% 13.1% 8.5% 86.5 0.34% 0.14% -- -- -- -- 20.6 3.9% 35.3% 22.5% 12.3% 17.7% 49.6 Financial 11.2% 14.5% 10.9% 73.9 0.27% 0.09% -- -- -- -- 21.1 3.5% 19.4% 11.7% 14.2% 19.0% 67.6 Government/Utilities -- -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- Health/Beauty 10.2% 14.2% 9.1% 77.7 0.30% 0.13% -- -- -- -- 21.8 1.6% 48.4% 35.0% 10.3% 21.9% 109.0 Verticals Medical -- -- -- -- -- 0.16% -- -- -- -- -- -- -- -- -- -- -- News/Media -- -- -- -- -- 0.21% -- -- -- -- -- -- -- -- -- -- -- Restaurant 15.4% 20.4% 13.4% 72.7 0.34% 0.12% -- -- -- -- -- -- -- -- 15.5% 20.3% 66.4 Retail 2.4% 3.4% 3.4% 71.6 0.17% 0.29% -- -- -- -- 62.8 4.6% 30.9% 19.5% 13.2% 18.5% 59.8 Services 10.3% 14.3% 7.3% 59.9 0.20% -- -- -- -- -- -- -- -- -- 10.3% 14.0% 54.6 Tech/Internet 14.3% 21.3% 13.4% 70.7 0.26% 0.11% -- -- -- -- -- -- -- -- 14.8% 19.8% 73.2 Telecom 8.0% 11.2% 7.3% 79.4 0.31% -- -- -- -- -- 20.9 3.6% 53.5% 42.6% 10.7% 18.6% 99.9 Travel 9.4% 12.9% 9.7% 64.2 0.37% 0.10% -- -- -- -- 14.9 1.6% 40.9% 28.5% 12.1% 19.4% 52.7 Data Source MediaMind Research, Q4 2010 - Q3 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.com39
  • 40. Benchmarks for Mexico – Q4 2010 - Q3 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 -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.16% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner -- -- 13.7% 80.4 0.61% 36.7 82.7% 87.1% 74.6% 26.2 6.5% 43.3% 26.7% 15.4% 27.6% 39.4 300x250 12.8% 22.5% 11.0% 45.3 0.68% -- -- -- -- 30.0 7.0% 44.7% 27.2% 11.9% 19.0% 46.3 728x90 -- -- 14.3% 47.7 0.44% 46.8 89.5% 85.6% 60.0% 41.2 4.0% 50.6% 30.0% 13.4% 34.8% 51.4 120x600 13.1% 19.4% 12.7% 56.7 0.29% -- -- -- -- -- -- -- -- 13.1% 18.8% 59.1 0.86% Formats 234x60 -- -- 17.8% 124.8 -- -- -- -- 13.9 8.3% 38.1% 24.0% -- -- -- Floating Ad 2.4% 3.4% -- -- 2.26% 17.8 49.2% 64.4% 50.7% -- -- -- -- -- -- -- Polite Banner 5.9% 8.7% 5.1% 35.8 0.15% 35.3 57.6% 79.0% 68.0% 28.2 5.5% 69.3% 49.8% -- -- -- 300x250 3.8% 5.7% 3.7% 34.3 0.14% 28.7 57.4% 78.3% 67.2% 28.7 5.5% 67.2% 48.8% -- -- -- 728x90 12.7% 18.6% 9.2% 37.4 0.18% 46.3 77.7% 87.5% 78.4% -- -- -- -- -- -- -- 160x600 0.3% 0.3% 2.1% 26.0 0.24% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 4.7% 6.1% 10.3% 43.0 0.34% 17.5 53.5% 63.2% 49.0% -- -- -- -- 4.1% 42.6% 144.5 728x90 6.3% 7.7% 10.7% 56.2 0.35% 17.5 53.5% 63.2% 49.0% -- -- -- -- 5.2% 49.3% 146.3 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics 7 buenas prácticas para crear un anuncio inteligente Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 15.3% 29.7% 13.5% 81.1 0.59% 0.22% -- -- -- -- -- -- -- -- 18.4% 34.3% 40.4 Auto 10.4% 20.0% 11.0% 58.3 0.56% 0.18% 126.6 61.4% 83.5% 22.9% 85.7 6.1% 67.1% 20.9% 14.3% 29.3% 69.3 B2B -- -- 22.8% 45.7 0.59% 0.15% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 12.2% 21.7% -- -- 0.51% 0.21% 20.8 45.9% 81.4% 71.1% 15.9 3.7% 44.3% 30.1% 16.3% 28.0% 40.5 Corporate 9.4% 14.6% 8.4% 80.5 0.25% 0.12% -- -- -- -- -- -- -- -- 9.4% 13.7% 44.8 Electronics 11.5% 19.2% 11.6% 67.8 0.55% 0.15% -- -- -- -- 11.7 4.6% 34.0% 22.6% 13.1% 22.7% 57.7 Entertainment 11.0% 22.7% 12.1% 63.3 0.79% 0.23% 19.6 77.6% 80.8% 71.4% 24.8 10.4% 55.8% 35.9% 15.1% 31.6% 60.0 Financial 12.9% 24.0% 11.3% 58.3 0.60% 0.12% 45.3 30.7% 69.7% 49.7% 22.3 4.9% 42.1% 30.6% 13.8% 24.4% 43.6 Gaming -- -- 14.4% 71.3 0.39% 0.20% 23.1 54.8% 71.1% 58.4% 12.7 4.0% 50.2% 31.7% -- -- -- Government/Utilities 13.4% 16.8% 10.6% 83.9 0.34% 0.12% -- -- -- -- -- -- -- -- 13.8% 17.0% 48.5 Health/Beauty 12.0% 24.4% 12.3% 64.5 0.43% 0.13% 49.9 45.9% 66.2% 52.1% 27.2 7.2% 41.7% 28.0% 14.9% 31.8% 63.9 Verticals Medical 10.7% 12.8% 10.0% 80.0 0.25% -- -- -- -- -- -- -- -- -- -- -- -- News/Media 0.2% 0.2% 6.6% 6.5 0.18% -- -- -- -- -- -- -- -- -- -- -- -- Restaurant 17.2% 27.9% 14.0% 97.9 0.39% 0.16% -- -- -- -- -- -- -- -- -- -- -- Retail 16.0% 26.2% 14.0% 58.3 1.17% 0.19% -- -- -- -- -- -- -- -- 16.2% 30.6% 41.7 Services 9.1% 13.0% 9.7% 82.3 0.36% -- -- -- -- -- 8.6 2.5% 42.5% 25.1% 14.9% 21.0% 42.1 Tech/Internet -- -- 12.2% 55.4 0.57% 0.18% -- -- -- -- 11.7 4.0% 29.4% 17.6% 15.6% 39.0% 35.9 Telecom 15.5% 27.8% 12.1% 58.9 0.60% -- 27.0 82.1% 98.6% 97.4% 22.3 7.5% 36.1% 26.1% 17.3% 29.0% 35.0 Travel 7.3% 16.3% 9.2% 54.7 0.42% 0.09% -- -- -- -- 18.1 2.7% 63.1% 48.2% 10.3% 22.8% 53.5 Data Source MediaMind Research, Q4 2010 - Q3 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.com40
  • 41. Benchmarks for Netherlands – Q4 2010 - Q3 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 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 9.6% 12.8% 13.2% 52.5 0.71% 36.8 78.0% 73.1% 51.4% 24.1 13.6% 52.6% 32.2% 10.1% 46.0% 23.4 300x250 3.8% 5.3% 7.7% 37.8 0.40% -- -- -- -- -- -- -- -- 3.5% 31.7% 61.8 728x90 3.8% 5.2% 24.1% 41.8 1.21% 4.4 68.7% 40.1% 27.7% 4.7 19.4% 33.4% 22.7% 7.9% 41.7% 66.2 234x60 -- -- 11.0% 69.9 0.55% -- -- -- -- 18.1 7.6% 34.1% 21.4% 16.4% 31.2% 20.8 Formats Floating Ad 1.8% 2.0% 2.6% 8.2 0.60% -- -- -- -- -- -- -- -- -- -- -- Floating Ad with Reminder 5.6% 13.3% 10.2% 30.4 2.00% -- -- -- -- 13.8 12.4% 25.1% 17.1% -- -- -- Polite Banner 0.3% 0.8% 2.4% 25.7 0.11% 41.8 69.7% 69.7% 54.0% -- -- -- -- -- -- -- 300x250 0.1% 0.2% 2.5% 27.2 0.11% 30.3 68.1% 68.9% 52.6% -- -- -- -- -- -- -- 728x90 0.4% 1.4% 2.1% 25.3 0.09% 41.7 73.8% 59.9% 40.3% -- -- -- -- -- -- -- 160x600 0.6% 1.9% 1.4% 28.4 0.10% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 7.4% 13.1% 10.8% 24.3 0.29% 13.7 52.7% 56.4% 43.8% -- -- -- -- 6.8% 62.4% 15.1 728x90 -- -- -- -- -- 13.7 52.7% 56.4% 43.8% -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics 7 buenas prácticas para crear un anuncio inteligente Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 4.8% 6.1% 5.3% 49.8 0.29% 0.15% 13.9 61.4% 50.9% 36.9% 10.2 3.4% 37.3% 23.4% 13.0% 47.8% 22.1 Auto 1.0% 1.6% 3.6% 25.1 0.24% 0.13% 115.5 71.9% 73.3% 20.1% -- -- -- -- 4.9% 35.1% 28.9 B2B 9.0% 13.0% 12.9% 62.0 0.71% 0.11% -- -- -- -- -- -- -- -- -- -- -- Careers -- -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 3.9% 6.0% -- -- 0.16% 0.09% -- -- -- -- -- -- -- -- 7.0% 27.7% 84.0 Corporate 0.1% 0.2% 2.4% 20.2 0.18% 0.11% 22.9 84.1% 59.0% 41.8% -- -- -- -- -- -- -- Electronics 1.8% 3.1% 4.5% 27.9 0.24% 0.15% 15.6 69.1% 81.1% 69.8% -- -- -- -- 9.4% 12.8% 36.6 Entertainment 3.0% 5.0% 5.6% 39.3 0.31% 0.11% 31.3 78.0% 73.5% 60.4% -- -- -- -- 8.2% 33.1% 48.0 Financial 1.8% 2.9% 4.7% 39.0 0.22% 0.27% 25.6 72.8% 61.5% 43.2% -- -- -- -- 13.0% 60.6% 27.4 Gaming 4.0% 6.5% 4.8% 56.3 0.20% 0.32% -- -- -- -- 27.8 7.7% 53.6% 40.7% 7.2% 11.3% 35.2 Government/Utilities -- -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Health/Beauty 3.6% 4.3% 6.3% 31.4 0.21% 0.16% 47.1 64.2% 68.5% 50.8% -- -- -- -- 8.0% 43.8% 128.4 Verticals Medical -- -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- News/Media -- -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- Retail 9.5% 13.2% 11.4% 43.5 1.24% 0.12% -- -- -- -- 20.9 11.9% 24.6% 16.3% 14.0% 44.4% 24.3 Services 4.1% 7.7% 6.9% 35.6 0.40% -- -- -- -- -- 13.0 8.9% 21.2% 11.4% 12.8% 45.2% 14.7 Sports 10.1% 29.3% 15.5% 19.0 1.17% 0.40% -- -- -- -- 7.9 12.6% 26.9% 17.4% -- -- -- Tech/Internet 6.0% 6.8% 5.2% 51.2 0.23% 0.12% -- -- -- -- -- -- -- -- -- -- -- Telecom 4.3% 5.3% 11.3% 57.4 0.75% -- -- -- -- -- -- -- -- -- 6.2% 77.3% 16.6 Travel 0.6% 0.7% 8.5% 37.3 0.64% 0.11% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com41
  • 42. Benchmarks for New Zealand – Q4 2010 - Q3 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 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 5.1% 6.8% 7.5% 44.0 0.25% 18.2 76.7% 70.8% 59.2% 11.7 2.1% 56.5% 45.5% 5.1% 19.3% 68.0 300x250 3.5% 4.4% 7.2% 32.9 0.20% -- -- -- -- 11.6 1.6% 50.7% 37.8% 3.4% 20.4% 64.0 728x90 4.8% 5.6% 5.9% 46.2 0.18% -- -- -- -- -- -- -- -- 5.0% 6.7% 51.2 0.32% Formats 234x60 13.0% 19.1% 7.8% 92.5 -- -- -- -- 11.6 5.8% 67.8% 59.5% 12.7% 19.6% 66.4 Floating Ad 1.9% 15.8% 24.5% 5.0 0.92% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.4% 0.8% 3.1% 24.8 0.12% 25.4 63.4% 67.6% 51.6% -- -- -- -- -- -- -- 300x250 0.6% 1.2% 3.2% 25.1 0.13% 25.7 62.6% 65.9% 50.2% -- -- -- -- -- -- -- 728x90 0.2% 0.2% 1.8% 31.3 0.10% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- 0.9% 21.5 0.03% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 0.2% 0.3% 5.6% 14.7 0.08% 0.06% 23.9 74.4% 67.5% 52.0% -- -- -- -- -- -- -- Auto 2.7% 3.6% 7.2% 32.9 0.11% 0.04% 20.7 56.7% 65.1% 48.2% 17.9 2.4% 42.1% 29.1% 6.0% 16.6% 29.9 7 buenas prácticas para crear un anuncio inteligente B2B 8.1% 12.2% 8.8% 36.6 0.43% 0.06% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 2.5% 3.4% -- -- 0.16% 0.05% 19.2 51.5% 67.7% 49.0% -- -- -- -- 4.6% 12.6% 68.3 Corporate -- -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Electronics -- -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- Entertainment 3.6% 5.6% 5.7% 39.0 0.18% 0.16% 23.5 77.2% 66.4% 52.7% 25.0 10.6% 77.1% 64.7% 4.9% 24.2% 85.8 Financial 1.8% 2.2% 4.4% 31.7 0.11% 0.05% -- -- -- -- -- -- -- -- 4.4% 15.6% 22.6 Gaming 0.5% 0.6% 3.4% 25.7 0.07% 0.09% 9.6 67.1% 77.9% 63.8% 74.3 8.2% 65.9% 55.8% 1.3% 32.7% 107.8 Government/Utilities 0.7% 0.8% 6.7% 26.2 0.36% 0.07% -- -- -- -- -- -- -- -- 0.4% 31.1% 56.3 Health/Beauty 2.6% 3.4% 5.0% 40.8 0.19% 0.02% 20.6 57.6% 70.3% 54.7% 16.8 12.5% 74.0% 56.9% 6.0% 22.7% 78.5 Medical -- -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Verticals News/Media 1.0% 1.7% 4.5% 33.2 0.25% -- 36.9 67.4% 59.7% 40.7% -- -- -- -- -- -- -- Restaurant 11.4% 15.6% 6.3% 101.6 0.32% 0.11% -- -- -- -- -- -- -- -- 11.4% 16.4% 53.8 Retail 0.1% 0.2% 3.5% 25.4 0.18% 0.09% -- -- -- -- -- -- -- -- -- -- -- Services 1.2% 3.0% 6.7% 20.9 0.22% -- 31.7 69.9% 77.5% 63.6% 71.5 1.0% 64.1% 33.5% -- -- -- Sports 5.9% 5.9% 2.6% 29.2 0.16% 0.08% -- -- -- -- -- -- -- -- -- -- -- Tech/Internet -- -- 2.9% 29.5 0.07% 0.06% -- -- -- -- -- -- -- -- -- -- -- Telecom 5.0% 7.2% 7.1% 35.8 0.42% -- 25.2 54.6% 67.2% 48.6% -- -- -- -- 5.9% 9.3% 41.8 Travel 1.5% 1.9% 5.9% 30.1 0.28% 0.02% -- -- -- -- -- -- -- -- 2.7% 22.1% 15.3 Data Source MediaMind Research, Q4 2010 - Q3 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.com42
  • 43. Benchmarks for Norway – Q4 2010 - Q3 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 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 7.8% 11.6% 5.5% 72.2 0.31% 400.8 66.5% 86.7% 63.6% 23.7 3.0% 40.9% 31.3% 7.8% 15.6% 60.1 300x250 4.0% 4.8% 4.2% 47.9 0.24% -- -- -- -- 43.3 1.4% 29.2% 18.8% 4.0% 12.8% 185.5 728x90 3.7% 4.4% 5.8% 51.3 0.21% -- -- -- -- -- -- -- -- 4.8% 5.1% 43.2 234x60 12.0% 19.4% 6.4% 86.3 0.42% -- -- -- -- 17.4 4.4% 44.4% 35.3% 12.0% 19.0% 27.6 Formats Expandable Strip 8.2% 23.3% 7.1% 31.8 0.23% 182.8 69.6% 52.6% 39.8% -- -- -- -- 6.6% 8.2% 8.3 Polite Banner 0.3% 0.5% 5.1% 37.5 0.17% 25.5 45.9% 73.3% 59.0% 15.3 11.1% 86.0% 76.3% -- -- -- 300x250 -- -- 1.3% 34.7 0.06% -- -- -- -- -- -- -- -- -- -- -- 728x90 0.1% 0.2% 2.7% 39.2 0.13% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 11.4% 12.8% 11.7% 57.4 0.20% -- -- -- -- -- -- -- -- 11.4% 22.4% 70.6 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 10.4% 29.4% 6.8% 67.6 0.37% 0.15% -- -- -- -- -- -- -- -- 10.9% 18.4% 15.8 Auto 8.1% 10.3% 6.5% 38.9 0.19% 0.08% -- -- -- -- -- -- -- -- 8.1% 9.8% 32.6 Consumer Packaged Goods 7.3% 10.7% -- -- 0.22% -- -- -- -- -- 37.4 0.9% 29.6% 15.3% 7.5% 11.6% 53.5 Electronics 5.2% 5.9% 4.8% 57.0 0.14% -- -- -- -- -- -- -- -- -- 5.2% 6.0% 47.4 Entertainment 4.5% 7.3% 6.3% 51.8 0.29% 0.21% 35.0 49.0% 71.5% 56.3% 18.4 5.8% 69.1% 59.4% 8.2% 13.7% 58.3 Financial 9.4% 17.5% 6.1% 60.3 0.29% -- 150.1 70.8% 34.6% 25.8% -- -- -- -- 9.4% 11.9% 10.5 Gaming 8.5% 15.5% 7.2% 76.1 0.55% -- 116.7 59.2% 71.5% 42.2% 30.7 3.9% 22.0% 11.6% 8.7% 27.3% 140.1 Verticals Health/Beauty 9.7% 15.8% 6.8% 86.6 0.16% -- -- -- -- -- -- -- -- -- 10.2% 16.3% 34.1 Services 10.6% 14.0% 6.9% 57.0 0.30% -- -- -- -- -- -- -- -- -- 10.6% 13.7% 25.2 Telecom 7.4% 9.7% 5.7% 61.5 0.26% -- -- -- -- -- -- -- -- -- 7.7% 12.6% 170.6 Travel 5.7% 8.5% 6.1% 76.4 0.41% -- -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 2011 -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, 7 buenas prácticas para crear un anuncio inteligente please contact your local MediaMind representative or email us at info@mediamind.com Benchmarks for Pakistan – Q4 2010 - Q3 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 -- -- -- -- 0.17% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.18% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 12.8% 20.4% 18.3% 91.9 1.14% -- -- -- -- -- -- -- -- 12.2% 26.9% 108.3 0.38% Formats 300x250 6.5% 7.7% 8.8% 154.1 -- -- -- -- -- -- -- -- 6.5% 6.4% 167.8 728x90 16.9% 28.7% 20.1% 100.8 0.96% -- -- -- -- -- -- -- -- 16.7% 23.6% 101.5 Polite Banner 1.5% 3.7% -- -- 0.37% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Entertainment -- -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- Financial -- -- -- -- -- 0.18% -- -- -- -- -- -- -- -- -- -- -- Sports -- -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- -- Tech/Internet 16.2% 27.3% 23.8% 92.1 1.01% -- -- -- -- -- -- -- -- -- 18.9% 28.4% 124.5 Verticals Travel -- -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com43
  • 44. Benchmarks for Philippines – Q4 2010 - Q3 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 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.25% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.29% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 11.4% 18.4% 10.8% 66.9 0.37% -- -- -- -- 25.5 6.3% 31.8% 20.8% 10.9% 17.0% 46.0 300x250 15.2% 23.1% 15.9% 47.5 0.51% -- -- -- -- 23.9 7.1% 29.0% 18.9% 15.2% 22.6% 52.5 Formats 728x90 9.3% 11.7% 14.4% 70.4 0.21% -- -- -- -- -- -- -- -- 8.8% 18.1% 87.4 234x60 9.8% 18.2% 6.0% 85.9 0.32% -- -- -- -- -- -- -- -- 9.1% 13.3% 28.7 Polite Banner 0.3% 0.5% 2.0% 28.3 0.14% 95.6 64.4% 62.9% 31.0% -- -- -- -- -- -- -- 300x250 1.0% 1.3% 3.8% 28.3 0.22% 95.6 64.4% 62.9% 31.0% -- -- -- -- -- -- -- 728x90 0.2% 0.2% 1.8% 26.1 0.15% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 1.9% 3.0% 6.2% 35.0 0.11% -- -- -- -- -- -- -- -- -- 2.9% 14.6% 34.4 Auto 2.0% 2.4% 4.2% 23.7 0.35% 0.31% 95.6 64.4% 62.9% 31.0% -- -- -- -- -- -- -- B2B 0.2% 0.3% 4.0% 19.7 0.10% -- -- -- -- -- -- -- -- -- 0.2% 0.2% 87.2 Careers -- -- -- -- -- 0.02% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 15.5% 22.5% -- -- 0.52% 0.09% -- -- -- -- -- -- -- -- 15.4% 22.6% 60.2 Financial 19.3% 26.6% 18.1% 39.7 0.69% 0.06% -- -- -- -- -- -- -- -- 19.2% 25.2% 40.7 Health/Beauty 10.5% 15.8% 9.2% 70.9 0.27% 0.24% -- -- -- -- 17.8 5.0% 28.6% 18.9% 10.9% 16.1% 59.5 Medical -- -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Verticals Services 7.3% 8.5% 17.7% 68.6 0.30% -- -- -- -- -- -- -- -- -- 7.2% 22.0% 104.3 Tech/Internet -- -- -- -- -- 0.21% -- -- -- -- -- -- -- -- -- -- -- Telecom 8.6% 17.3% 6.9% 72.9 0.41% -- -- -- -- -- -- -- -- -- 9.4% 13.5% 40.6 Travel 0.3% 0.3% 1.2% 33.1 0.05% 0.08% -- -- -- -- -- -- -- -- 6.0% 19.3% 62.9 Data Source MediaMind Research, Q4 2010 - Q3 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 7 buenas prácticas para crear un anuncio inteligente Benchmarks for Poland – Q4 2010 - Q3 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 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 9.6% 17.0% 15.1% 61.7 0.15% 20.2 55.2% 70.2% 47.0% 40.2 1.7% 47.8% 34.9% 9.6% 22.0% 79.8 300x250 2.9% 5.0% 7.5% 40.8 0.20% -- -- -- -- 24.7 0.9% 44.0% 33.6% 2.7% 28.2% 115.3 Floating Ad 1.3% 1.0% -- -- 0.67% -- -- -- -- 12.4 5.3% 67.1% 57.2% -- -- -- Formats Polite Banner 2.7% 4.7% 8.2% 29.5 0.15% 27.4 54.0% 64.1% 43.2% 26.0 15.7% 70.9% 54.7% -- -- -- 300x250 0.4% 0.9% 5.0% 24.7 0.08% 14.8 48.0% 71.4% 58.4% -- -- -- -- -- -- -- Push Down Banner 15.1% 19.8% 18.4% 43.6 0.21% -- -- -- -- -- -- -- -- 17.4% 43.6% 67.3 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 6.1% 8.5% 9.1% 46.6 0.21% 0.19% -- -- -- -- 29.4 1.9% 22.0% 13.9% 13.7% 28.7% 64.9 Auto 4.4% 5.6% 9.5% 46.5 0.23% 0.13% 15.4 55.9% 76.3% 63.0% 20.0 11.3% 67.7% 52.3% 8.1% 28.2% 106.5 Consumer Packaged Goods 8.5% 15.7% -- -- 0.07% 0.11% -- -- -- -- 60.2 5.9% 71.6% 50.5% 13.0% 15.3% 78.1 Electronics 3.0% 5.0% 10.9% 40.4 0.19% 0.12% -- -- -- -- -- -- -- -- 10.6% 49.0% 107.1 Entertainment 1.2% 2.3% 8.4% 26.7 0.22% 0.15% -- -- -- -- 18.5 2.1% 49.8% 35.4% 9.4% 41.5% 110.1 Financial 6.3% 10.6% 15.0% 44.9 0.32% 0.15% 19.4 56.1% 58.6% 41.4% -- -- -- -- 9.4% 37.3% 61.3 Gaming 3.8% 4.5% 16.7% 15.1 0.23% 0.25% 21.6 52.0% 44.3% 32.1% -- -- -- -- -- -- -- Health/Beauty 2.4% 4.2% 7.3% 25.2 0.14% -- -- -- -- -- -- -- -- -- 2.6% 4.4% 72.2 Verticals Restaurant -- -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- Retail 1.4% 5.9% 10.5% 30.8 0.12% -- -- -- -- -- -- -- -- -- 6.0% 9.7% 64.5 Tech/Internet 7.9% 19.1% 13.8% 32.1 0.56% -- -- -- -- -- -- -- -- -- 12.3% 48.9% 78.7 Telecom 2.0% 3.6% 9.9% 37.0 0.09% -- -- -- -- -- -- -- -- -- 2.2% 15.7% 101.9 Data Source MediaMind Research, Q4 2010 - Q3 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.com44
  • 45. Benchmarks for Portugal – Q4 2010 - Q3 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 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner -- -- 12.8% 98.7 0.51% 156.7 71.6% 80.2% 57.9% 43.7 8.6% 48.6% 35.4% 17.1% 33.0% 29.5 300x250 6.5% 9.9% 10.9% 46.1 0.69% -- -- -- -- 66.6 6.8% 62.3% 46.4% 6.2% 26.0% 72.7 0.45% Formats 234x60 -- -- 13.8% 115.4 -- -- -- -- 40.0 8.8% 46.5% 33.6% -- -- -- Floating Ad 3.0% 3.0% -- -- 2.88% 12.4 83.9% 63.7% 49.0% -- -- -- -- -- -- -- Polite Banner 0.4% 0.7% 3.2% 51.9 0.14% 135.2 65.2% 64.7% 51.8% -- -- -- -- -- -- -- 300x250 0.3% 0.7% 3.1% 53.1 0.13% 134.7 65.7% 64.7% 51.8% -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 15.0% 25.0% 11.3% 94.6 0.49% 0.15% 42.4 72.6% 68.5% 60.2% 44.7 4.9% 31.0% 17.5% 16.5% 38.8% 101.8 7 buenas prácticas para crear un anuncio inteligente Auto 7.3% 11.8% 7.9% 79.0 0.43% 0.16% 165.2 71.6% 73.2% 57.6% 142.7 10.8% 69.0% 54.2% 14.2% 29.7% 68.4 Consumer Packaged Goods 9.5% 16.2% -- -- 0.45% 0.04% 188.1 61.7% 68.7% 56.8% -- -- -- -- 18.3% 33.9% 23.2 Corporate 5.7% 6.7% 15.2% 16.8 0.54% 0.14% -- -- -- -- -- -- -- -- -- -- -- Electronics 16.6% 27.6% 13.0% 82.9 0.56% 0.07% -- -- -- -- -- -- -- -- 17.4% 32.0% 17.6 Entertainment 11.1% 24.8% 8.9% 93.7 0.32% 0.14% 55.1 65.1% 62.1% 50.7% 34.1 15.1% 62.2% 50.7% -- -- -- Financial 9.2% 14.8% 11.0% 72.9 0.66% 0.04% 135.1 64.0% 71.1% 60.1% -- -- -- -- 13.8% 36.7% 45.9 Gaming 11.6% 21.4% 11.2% 76.2 0.89% 0.16% 83.8 66.3% 74.9% 54.1% 115.4 14.1% 53.6% 15.9% -- -- -- Government/Utilities 4.7% 8.1% 7.1% 61.0 0.43% 0.12% 171.6 71.3% 57.6% 43.4% -- -- -- -- 12.1% 28.1% 33.6 Health/Beauty 8.7% 14.9% 10.3% 63.2 0.54% 0.16% 124.5 63.0% 62.2% 50.1% 71.7 10.7% 46.5% 31.7% 16.8% 31.1% 28.5 Medical 3.9% 6.5% 6.8% 68.1 0.44% -- -- -- -- -- -- -- -- -- 8.2% 11.0% 56.4 Verticals News/Media -- -- -- -- -- 0.14% -- -- -- -- -- -- -- -- -- -- -- Restaurant 13.8% 22.6% 10.0% 110.7 0.39% 0.19% 129.2 76.0% 67.4% 59.5% -- -- -- -- 17.9% 28.8% 21.4 Retail 15.9% 28.3% 11.6% 124.1 0.38% 0.19% -- -- -- -- 61.9 17.4% 65.3% 51.2% 16.3% 31.6% 64.0 Services 12.7% 21.1% 10.3% 79.0 0.37% -- 161.0 69.9% 71.4% 60.4% -- -- -- -- -- -- -- Tech/Internet 12.9% 26.1% 10.4% 86.3 0.55% 0.11% 172.1 75.0% 61.0% 45.7% -- -- -- -- 13.8% 23.2% 33.4 Telecom 11.5% 18.9% 12.1% 79.0 0.49% -- 136.2 58.5% 56.1% 42.1% -- -- -- -- 19.4% 32.2% 31.2 Travel -- -- 14.1% 119.9 0.47% 0.16% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com45
  • 46. Benchmarks for Romania – Q4 2010 - Q3 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 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 9.7% 16.0% 12.3% 88.9 0.24% -- -- -- -- 31.2 9.1% 58.0% 36.7% 9.7% 32.7% 107.6 300x250 8.6% 15.2% 10.4% 94.9 0.23% -- -- -- -- 15.5 7.2% 70.7% 52.1% 8.6% 42.1% 112.0 728x90 11.5% 18.0% 14.3% 82.6 0.27% -- -- -- -- 34.4 10.6% 44.1% 18.7% 11.5% 27.0% 76.1 Floating Ad 3.1% 3.6% -- -- 2.24% -- -- -- -- -- -- -- -- -- -- -- Formats Polite Banner 5.3% 5.3% 7.4% 37.8 0.09% -- -- -- -- -- -- -- -- -- -- -- 300x250 1.4% 1.6% 3.2% 16.1 0.24% -- -- -- -- -- -- -- -- -- -- -- 728x90 0.2% 0.2% 2.7% 20.5 0.19% -- -- -- -- -- -- -- -- -- -- -- 160x600 0.1% 0.1% 2.1% 19.6 0.13% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 16.9% 17.3% 22.2% 83.3 0.12% -- -- -- -- 6.9 13.4% 86.7% 73.9% 16.9% 27.8% 105.3 728x90 -- -- -- -- -- -- -- -- -- 6.9 13.4% 86.7% 73.9% -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Auto 9.9% 15.0% 13.5% 85.5 0.28% 0.08% -- -- -- -- 6.7 7.9% 75.3% 58.2% 10.2% 45.5% 112.9 Consumer Packaged Goods 6.9% 10.6% -- -- 1.06% 0.31% -- -- -- -- -- -- -- -- 8.8% 12.7% 88.6 Corporate -- -- -- -- 0.54% -- -- -- -- -- -- -- -- -- 9.9% 64.5% 149.3 Electronics 3.2% 6.9% 6.6% 115.7 0.06% -- -- -- -- -- -- -- -- -- 2.9% 30.9% 169.2 Entertainment 1.3% 4.0% 3.5% 24.8 0.20% 0.08% -- -- -- -- -- -- -- -- -- -- -- Financial 4.7% 6.3% 8.0% 35.2 0.45% -- -- -- -- -- -- -- -- -- 13.5% 17.6% 38.1 Gaming 6.1% 6.1% 10.4% 41.6 0.11% 0.10% -- -- -- -- -- -- -- -- -- -- -- Verticals Health/Beauty -- -- 14.4% 50.5 0.00% -- -- -- -- -- -- -- -- -- 13.9% 88.8% 79.2 Retail 11.6% 15.6% 17.7% 66.1 0.31% -- -- -- -- -- -- -- -- -- 11.6% 13.3% 45.8 Services 4.0% 10.8% 5.9% 64.0 0.22% -- -- -- -- -- -- -- -- -- 4.7% 55.2% 122.5 Telecom 0.1% 0.2% 2.7% 19.6 0.15% -- -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 2011 -- Denotes inapplicable metric or insufficiant data. For more information about MediaMind Research, 7 buenas prácticas para crear un anuncio inteligente please contact your local MediaMind representative or email us at info@mediamind.com Benchmarks for Russia – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 7.2% 9.1% 7.0% 61.1 0.30% -- -- -- -- -- -- -- -- 7.2% 40.3% 69.4 Formats Polite Banner -- -- 4.4% 25.4 0.10% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Auto -- -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 7.2% 9.8% -- -- 0.17% -- -- -- -- -- -- -- -- -- 8.9% 11.9% 51.5 Verticals Tech/Internet -- -- 5.0% 26.0 0.08% 0.13% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com46
  • 47. Benchmarks for Singapore – Q4 2010 - Q3 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 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 11.9% 17.4% 10.6% 69.6 0.37% 17.7 57.8% 60.8% 46.3% 21.5 5.7% 47.9% 33.3% 11.8% 20.9% 68.4 300x250 11.2% 16.4% 11.1% 63.5 0.39% -- -- -- -- 20.3 5.5% 49.2% 33.8% 11.0% 22.5% 65.5 728x90 14.7% 20.4% 13.5% 62.9 0.35% -- -- -- -- 26.4 7.6% 49.4% 35.1% 14.7% 19.7% 62.1 120x600 5.0% 11.3% 4.8% 51.4 0.24% -- -- -- -- 19.4 0.5% 55.6% 32.5% 5.0% 39.3% 149.5 Formats 234x60 13.3% 20.2% 8.1% 103.6 0.33% -- -- -- -- 16.2 4.5% 29.3% 17.3% 13.3% 19.4% 26.6 Polite Banner 1.2% 2.0% 6.1% 64.0 0.28% 21.4 52.8% 73.8% 59.2% -- -- -- -- -- -- -- 300x250 0.7% 0.9% 6.4% 79.9 0.23% 20.0 52.6% 73.9% 60.0% -- -- -- -- -- -- -- 728x90 0.2% 0.2% 2.6% 24.2 0.21% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- 1.5% 26.6 0.07% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 7.5% 8.3% 12.4% 59.6 0.20% 35.4 42.7% 57.4% 45.8% 74.7 4.6% 54.4% 17.9% 7.4% 35.6% 79.7 728x90 7.2% 9.1% 13.8% 55.9 0.17% 35.4 42.7% 57.4% 45.8% 74.7 4.6% 54.4% 17.9% 7.1% 49.4% 75.0 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with 7 buenas prácticas para crear un anuncio inteligente Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 10.1% 13.1% 9.6% 60.5 0.37% 0.24% 23.9 45.4% 69.6% 55.7% 37.8 5.5% 37.7% 25.0% 12.3% 17.9% 60.0 Auto 10.5% 14.8% 10.5% 57.8 0.34% 0.17% 18.4 66.5% 45.0% 31.7% 15.0 5.8% 39.8% 28.1% 11.8% 18.5% 55.2 B2B 11.9% 18.5% 9.6% 71.3 0.18% 0.20% 23.9 56.9% 79.5% 61.8% 16.8 13.2% 71.2% 55.8% 14.6% 23.0% 67.3 Careers 13.9% 20.7% 9.1% 95.0 0.25% 0.23% -- -- -- -- -- -- -- -- 13.8% 20.4% 60.8 Consumer Packaged Goods 11.3% 15.4% -- -- 0.28% 0.08% -- -- -- -- 35.2 9.7% 49.3% 25.3% 12.3% 27.7% 92.3 Corporate 7.2% 14.9% 7.1% 67.0 0.18% 0.29% 9.7 48.6% 77.4% 65.6% 18.8 0.7% 45.5% 30.0% 8.6% 15.1% 65.5 Electronics 12.5% 18.7% 12.0% 71.8 0.51% 0.21% 11.8 43.7% 57.9% 43.7% 18.2 12.0% 46.5% 33.4% 12.4% 21.8% 80.4 Entertainment 7.0% 10.0% 9.8% 56.7 0.72% 0.09% 21.9 58.4% 59.1% 44.6% 20.9 7.6% 48.7% 33.2% 7.4% 28.0% 61.2 Financial 9.1% 12.3% 9.7% 61.6 0.35% 0.05% -- -- -- -- -- -- -- -- 9.6% 19.5% 49.5 Gaming 12.6% 18.1% 9.2% 58.6 0.19% 0.12% -- -- -- -- -- -- -- -- -- -- -- Government/Utilities 8.9% 11.4% 9.0% 75.1 0.21% 0.09% -- -- -- -- 12.7 4.7% 37.6% 23.9% 12.5% 19.8% 44.0 Health/Beauty 11.1% 15.3% 10.2% 68.0 0.30% 0.10% 18.4 53.5% 71.4% 57.0% 14.2 16.5% 60.9% 47.2% 12.6% 20.8% 42.5 Verticals News/Media -- -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Restaurant 8.7% 12.1% 9.6% 72.3 0.40% 0.11% -- -- -- -- 28.8 4.0% 37.6% 22.7% 8.9% 39.2% 140.0 Retail 5.6% 7.1% 8.9% 39.5 0.17% 0.15% -- -- -- -- 64.3 3.2% 50.3% 25.2% 5.6% 32.8% 21.5 Services 10.5% 14.3% 11.3% 46.1 1.23% -- -- -- -- -- -- -- -- -- 11.2% 16.7% 50.3 Sports 16.9% 23.5% 11.9% 72.2 0.27% 0.04% -- -- -- -- -- -- -- -- 16.8% 23.2% 64.4 Tech/Internet 8.7% 12.3% 8.0% 57.5 0.31% 0.06% -- -- -- -- -- -- -- -- 9.6% 16.3% 62.8 Telecom 14.2% 20.3% 11.2% 70.9 0.28% -- -- -- -- -- 16.9 7.2% 32.9% 21.4% 14.2% 23.0% 48.7 Travel 13.1% 17.5% 11.2% 82.3 0.33% 0.11% -- -- -- -- 90.1 2.8% 58.7% 26.0% 13.8% 18.7% 83.1 Data Source MediaMind Research, Q4 2010 - Q3 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.com47
  • 48. Benchmarks for South Africa – Q4 2010 - Q3 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 -- -- -- -- 0.23% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.18% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.19% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.20% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.24% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 9.0% 13.6% 9.9% 73.4 0.36% 40.6 52.9% 49.9% 38.8% 38.4 3.2% 45.3% 32.5% 8.9% 20.2% 138.8 300x250 7.0% 10.1% 9.0% 66.0 0.35% -- -- -- -- 39.4 2.8% 44.8% 33.4% 6.7% 18.3% 110.9 728x90 11.8% 17.2% 10.5% 75.0 0.22% 51.7 47.7% 74.2% 59.6% 21.4 1.6% 59.9% 43.8% 11.7% 26.4% 121.4 0.13% Formats 120x600 4.2% 6.1% 3.4% 39.4 -- -- -- -- -- -- -- -- 4.2% 6.6% 30.3 234x60 14.4% 27.8% 11.3% 117.4 0.84% -- -- -- -- -- -- -- -- 14.4% 26.7% 24.2 Floating Ad 3.0% 2.1% 23.6% 4.3 2.09% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.8% 2.0% 3.3% 43.3 0.18% 126.2 53.8% 83.4% 68.0% -- -- -- -- -- -- -- 300x250 0.3% 0.6% 3.2% 52.4 0.13% 142.6 54.7% 85.4% 70.6% -- -- -- -- -- -- -- 728x90 0.4% 0.6% 2.1% 25.9 0.20% -- -- -- -- -- -- -- -- -- -- -- 160x600 6.4% 19.8% 3.9% 49.5 0.27% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion 7 buenas prácticas para crear un anuncio inteligente Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 4.4% 5.1% 7.1% 62.3 0.31% 0.23% 94.6 56.2% 90.7% 79.4% 96.9 6.7% 91.7% 77.9% 12.9% 15.8% 50.7 Auto 5.1% 7.4% 7.5% 60.1 0.28% 0.20% 32.0 39.0% 72.9% 53.4% 22.1 1.7% 41.7% 28.2% 6.4% 16.3% 130.9 B2B 16.1% 18.2% 17.5% 99.4 0.35% 0.15% -- -- -- -- -- -- -- -- 17.3% 19.2% 57.3 Careers 8.0% 9.0% 8.6% 55.3 0.21% 0.17% -- -- -- -- 88.9 3.1% 72.7% 60.7% 8.0% 8.7% 59.8 Consumer Packaged Goods 5.5% 7.3% -- -- 0.64% 0.20% -- -- -- -- -- -- -- -- 9.0% 19.8% 65.8 Corporate 5.2% 6.0% 6.2% 85.5 0.24% 0.19% -- -- -- -- -- -- -- -- 12.3% 13.4% 107.5 Electronics 12.4% 23.0% 5.9% 61.6 0.11% 0.17% -- -- -- -- -- -- -- -- -- -- -- Entertainment 13.1% 15.3% 9.2% 69.5 0.33% 0.26% -- -- -- -- 31.7 4.8% 60.4% 42.6% 14.6% 21.4% 141.4 Financial 2.7% 3.8% 5.3% 57.5 0.17% 0.32% 143.5 58.9% 86.7% 72.4% -- -- -- -- 8.0% 17.9% 121.0 Gaming 4.7% 8.6% 6.2% 58.8 0.19% 0.10% -- -- -- -- -- -- -- -- 4.7% 18.4% 66.5 Government/Utilities 0.8% 0.8% 4.2% 25.0 0.14% 0.20% -- -- -- -- -- -- -- -- -- -- -- Health/Beauty 1.5% 2.1% 2.9% 36.9 0.20% 0.20% 77.4 41.2% 70.0% 51.7% 14.6 2.1% 33.9% 21.6% 4.8% 6.4% 50.4 Verticals Medical -- -- -- -- -- 0.21% -- -- -- -- -- -- -- -- -- -- -- News/Media -- -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- Restaurant -- -- 10.0% 74.5 0.52% 0.32% 67.3 44.5% 62.7% 41.2% -- -- -- -- 11.7% 12.8% 87.3 Retail 3.0% 18.1% 5.0% 25.2 0.44% 0.37% -- -- -- -- -- -- -- -- 4.3% 6.3% 96.4 Services 6.2% 12.1% 7.7% 75.7 0.24% -- -- -- -- -- -- -- -- -- 7.5% 26.1% 125.9 Sports -- -- 18.0% 100.1 1.02% 0.16% -- -- -- -- -- -- -- -- 18.3% 32.6% 55.5 Tech/Internet 8.4% 12.4% 14.0% 51.3 0.40% 0.16% -- -- -- -- 31.4 0.1% 89.9% 72.8% 8.1% 47.8% 57.7 Telecom 8.6% 12.7% 10.5% 85.7 0.64% -- -- -- -- -- 99.2 0.9% 52.3% 38.4% 9.3% 18.4% 118.4 Travel 8.9% 10.4% 10.3% 84.3 0.17% 0.13% -- -- -- -- -- -- -- -- 9.2% 10.5% 93.0 Data Source MediaMind Research, Q4 2010 - Q3 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.com48
  • 49. Benchmarks for Spain – Q4 2010 - Q3 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 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.13% -- -- -- -- -- -- -- -- -- -- -- Rich Media Commercial Break 2.5% 2.7% -- -- -- -- -- -- -- -- -- -- -- -- -- -- Expandable Banner 9.4% 14.9% 10.9% 62.3 0.45% 84.4 76.4% 77.9% 61.8% 64.0 6.0% 51.9% 34.1% 8.8% 36.7% 119.4 300x250 7.2% 11.3% 9.8% 53.8 0.49% -- -- -- -- 67.0 5.2% 54.3% 32.3% 6.5% 45.9% 145.4 728x90 13.1% 17.5% 14.6% 59.4 0.36% 74.5 67.0% 81.6% 71.6% 82.2 8.9% 57.6% 45.7% 12.9% 26.6% 57.0 120x600 5.3% 11.0% 6.3% 44.1 0.06% -- -- -- -- -- -- -- -- 5.2% 5.8% 31.7 0.52% Formats 234x60 -- -- 18.3% 113.5 -- -- -- -- 33.5 8.8% 33.0% 21.9% -- -- -- Expandable Strip 4.7% 6.0% 6.4% 26.7 0.16% -- -- -- -- -- -- -- -- 4.7% 5.5% 7.1 Floating Ad 3.7% 4.1% -- -- 3.46% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.5% 1.1% 2.9% 40.5 0.12% 103.3 59.5% 70.0% 57.1% -- -- -- -- -- -- -- 300x250 0.5% 1.1% 2.8% 39.9 0.12% 99.9 58.7% 68.5% 55.2% -- -- -- -- -- -- -- 728x90 0.8% 0.9% 2.5% 41.2 0.10% 59.4 69.3% 80.7% 67.1% 16.9 2.5% 62.9% 48.9% -- -- -- 160x600 0.2% 0.2% 2.0% 21.1 0.17% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 1.2% 2.0% 6.3% 42.1 0.33% -- -- -- -- 31.6 0.9% 45.9% 32.3% 1.3% 39.0% 33.3 728x90 1.0% 1.9% 7.4% 42.5 0.37% -- -- -- -- 31.6 0.9% 45.9% 32.3% 0.6% 38.7% 46.9 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics 7 buenas prácticas para crear un anuncio inteligente Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 2.7% 5.4% 5.3% 39.9 0.24% 0.11% 62.2 67.7% 76.5% 64.1% 41.4 4.1% 63.2% 44.9% 4.8% 13.0% 39.5 Auto 4.7% 7.4% 6.7% 47.5 0.24% 0.10% 120.4 67.3% 75.5% 65.9% 51.5 16.6% 59.7% 27.6% 8.3% 24.6% 98.2 B2B 11.9% 18.1% 10.4% 81.2 0.29% 0.07% 234.5 61.8% 78.3% 66.5% -- -- -- -- 12.9% 19.4% 43.0 Careers 7.4% 13.6% 8.8% 62.6 0.15% 0.06% 135.0 61.1% 73.9% 66.4% -- -- -- -- 10.3% 13.6% 50.2 Consumer Packaged Goods 4.9% 8.5% -- -- 0.30% 0.09% 98.5 56.4% 59.4% 46.4% 39.0 10.9% 47.1% 34.1% 10.9% 35.5% 140.8 Corporate 6.8% 11.4% 7.8% 53.4 0.31% 0.11% 212.4 67.2% 83.7% 19.2% 99.5 15.9% 66.1% 34.7% 7.1% 36.9% 149.0 Electronics 5.2% 8.5% 6.9% 57.9 0.24% 0.14% 281.2 64.1% 76.1% 65.5% 16.0 2.6% 36.9% 12.2% 8.6% 32.0% 92.5 Entertainment 4.0% 7.5% 6.2% 59.0 0.25% 0.11% 34.1 77.6% 81.9% 72.6% 37.4 19.7% 74.8% 63.0% 8.6% 24.0% 97.5 Financial 4.9% 7.2% 6.9% 54.5 0.22% 0.13% 169.6 56.7% 70.9% 59.6% 134.6 8.6% 68.8% 55.3% 8.1% 35.0% 122.2 Gaming 6.6% 11.5% 9.0% 60.2 0.49% 0.17% 102.7 49.0% 77.0% 64.5% -- -- -- -- 10.9% 45.7% 139.5 Government/Utilities 5.6% 10.6% 6.0% 72.5 0.24% 0.07% 137.8 60.0% 73.8% 58.8% 131.1 13.3% 55.8% 41.8% 9.4% 26.6% 83.8 Health/Beauty 7.1% 12.9% 9.5% 57.0 0.52% 0.06% 103.0 59.3% 63.5% 49.8% 49.2 6.7% 47.9% 36.3% 7.8% 64.5% 144.9 Verticals Medical 0.4% 0.5% 4.3% 60.8 0.14% 0.10% -- -- -- -- -- -- -- -- -- -- -- News/Media 9.9% 14.1% 9.7% 19.4 0.45% 0.02% -- -- -- -- -- -- -- -- -- -- -- Restaurant 12.5% 19.5% 11.4% 68.5 0.46% 0.13% -- -- -- -- 56.3 6.7% 39.3% 23.9% 13.1% 16.6% 51.2 Retail 8.7% 14.7% 9.6% 48.1 0.42% 0.10% 256.6 42.7% 86.4% 78.7% 81.8 5.8% 50.4% 35.6% 11.6% 28.2% 101.6 Services 4.2% 7.1% 5.8% 61.5 0.21% -- 155.0 60.3% 69.0% 55.4% -- -- -- -- 9.6% 44.4% 108.7 Sports 1.8% 2.9% 3.2% 35.1 0.20% 0.11% 97.1 59.4% 50.8% 40.2% -- -- -- -- 3.1% 4.4% 40.2 Tech/Internet 6.5% 11.5% 7.8% 95.1 1.62% 0.04% -- -- -- -- -- -- -- -- -- -- -- Telecom 6.8% 9.8% 9.0% 62.5 0.39% -- 124.2 69.2% 65.7% 45.1% 123.3 10.7% 63.3% 16.6% 7.3% 56.4% 170.2 Travel 6.7% 10.7% 8.6% 60.9 0.20% 0.07% 139.2 51.5% 58.1% 46.6% 138.6 15.3% 57.0% 46.6% 8.2% 22.2% 65.1 Data Source MediaMind Research, Q4 2010 - Q3 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.com49
  • 50. Benchmarks for Sweden – Q4 2010 - Q3 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 -- -- -- -- 0.18% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.22% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.17% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.20% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.19% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 10.7% 15.6% 9.4% 55.4 0.44% 67.1 65.2% 55.8% 45.6% 26.3 3.5% 40.9% 28.7% 10.7% 23.9% 87.8 300x250 5.5% 7.3% 7.5% 41.8 0.35% -- -- -- -- 24.2 2.0% 38.3% 25.7% 5.2% 30.7% 148.4 728x90 13.7% 18.5% 12.1% 45.0 0.20% 109.1 81.7% 43.4% 30.8% 18.3 4.0% 53.1% 39.9% 13.2% 17.7% 50.6 120x600 10.1% 13.2% 9.8% 44.2 0.09% -- -- -- -- -- -- -- -- 10.1% 13.0% 46.6 234x60 14.6% 24.5% 8.6% 76.1 0.79% -- -- -- -- 34.7 4.1% 29.6% 18.4% 14.5% 25.7% 42.4 Formats Expandable Strip 4.0% 4.8% 4.8% 61.7 0.06% -- -- -- -- 6.0 3.5% 88.7% 78.2% 4.0% 4.5% 71.5 Floating Ad 2.9% 3.8% 22.2% 4.3 2.67% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.3% 0.8% 4.3% 29.9 0.24% -- -- -- -- 16.4 0.7% 72.1% 59.2% -- -- -- 300x250 0.2% 0.3% 2.5% 26.9 0.13% -- -- -- -- 13.9 0.3% 73.6% 60.1% -- -- -- 728x90 0.2% 0.3% 2.2% 60.0 0.15% -- -- -- -- -- -- -- -- -- -- -- 160x600 0.1% 0.2% 2.0% 27.6 0.16% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 10.2% 11.0% 9.1% 64.4 0.16% -- -- -- -- -- -- -- -- 10.1% 16.8% 104.6 728x90 11.9% 13.6% 9.8% 46.4 0.08% -- -- -- -- -- -- -- -- 11.9% 23.6% 101.8 7 buenas prácticas para crear un anuncio inteligente Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 6.2% 9.0% 8.3% 41.2 0.38% 0.23% 11.3 12.5% 53.7% 40.3% 15.1 1.8% 54.7% 40.4% 11.1% 23.8% 83.3 Auto 7.7% 10.5% 6.2% 56.4 0.53% 0.13% -- -- -- -- -- -- -- -- 11.2% 15.0% 23.7 B2B 10.4% 21.9% 5.0% 76.4 0.39% -- -- -- -- -- -- -- -- -- 10.4% 20.1% 10.7 Consumer Packaged Goods 9.1% 12.8% -- -- 0.26% -- -- -- -- -- -- -- -- -- 9.1% 14.5% 53.7 Electronics 10.3% 13.1% 7.5% 58.5 0.20% -- -- -- -- -- 19.0 7.0% 70.3% 55.5% 11.6% 14.5% 36.4 Entertainment 11.1% 18.2% 7.8% 62.3 0.29% 0.09% 69.7 83.1% 56.0% 45.9% 41.3 3.1% 40.4% 27.7% 10.3% 21.0% 70.8 Gaming 9.2% 11.1% 6.4% 57.7 0.18% 0.06% -- -- -- -- -- -- -- -- 9.3% 27.4% 223.8 Health/Beauty 12.9% 18.5% 9.1% 53.8 0.34% -- -- -- -- -- -- -- -- -- -- -- -- Verticals Restaurant 13.9% 24.2% 6.5% 86.6 1.05% -- -- -- -- -- -- -- -- -- 13.9% 21.7% 14.6 Sports 5.4% 9.5% 4.3% 50.3 0.24% 0.07% -- -- -- -- 16.5 4.3% 63.8% 51.0% -- -- -- Telecom 9.7% 14.8% 9.4% 61.2 1.33% -- -- -- -- -- 13.5 2.5% 19.7% 10.6% 9.2% 26.6% 131.9 Travel 6.1% 7.8% 6.6% 72.8 0.35% -- -- -- -- -- -- -- -- -- 6.0% 24.3% 198.7 Data Source MediaMind Research, Q4 2010 - Q3 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.com50
  • 51. Benchmarks for Switzerland – Q4 2010 - Q3 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 -- -- -- -- 0.12% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 4.5% 6.7% 6.6% 47.4 0.51% 60.7 71.5% 69.9% 54.3% 32.1 9.3% 59.2% 39.4% 5.7% 46.3% 88.2 300x250 3.4% 4.8% 8.2% 41.4 0.79% -- -- -- -- -- -- -- -- 3.0% 69.1% 111.5 728x90 2.4% 3.4% 5.0% 38.0 0.35% 52.6 75.7% 75.4% 61.6% 13.4 8.0% 62.3% 56.6% 3.8% 31.5% 96.8 Formats 234x60 11.7% 20.0% 6.8% 71.5 0.50% -- -- -- -- 27.2 9.6% 63.2% 54.0% 12.2% 19.6% 15.3 Floating Ad 3.5% 3.6% -- -- 3.48% 11.2 81.6% 65.5% 46.6% -- -- -- -- -- -- -- Polite Banner 0.8% 3.4% 3.0% 31.2 0.12% 54.0 61.1% 64.5% 49.7% -- -- -- -- -- -- -- 300x250 1.1% 4.5% 3.2% 32.9 0.12% 48.0 62.5% 63.3% 48.7% -- -- -- -- -- -- -- 728x90 -- -- 1.8% 30.9 0.07% 102.9 55.3% 56.9% 41.5% -- -- -- -- -- -- -- 160x600 0.3% 1.8% 1.6% 26.3 0.09% 65.1 62.3% 73.9% 58.5% -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 7 buenas prácticas para crear un anuncio inteligente 4.4% 5.3% 7.8% 59.5 0.20% 0.15% 24.0 62.3% 67.9% 56.2% 25.5 11.8% 33.5% 25.5% 13.5% 31.2% 43.2 Auto 2.3% 3.5% 6.8% 37.1 0.54% 0.09% 28.7 57.0% 71.4% 54.7% 17.2 4.1% 66.2% 38.2% 4.6% 79.7% 88.4 B2B -- -- 1.9% 21.2 0.10% 0.18% 10.8 60.6% 88.8% 78.0% -- -- -- -- -- -- -- Careers 2.8% 4.3% 5.9% 31.3 0.62% 0.10% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 3.7% 5.6% -- -- 0.65% 0.08% 59.4 60.4% 64.8% 45.7% -- -- -- -- 5.5% 54.5% 86.2 Corporate 0.9% 3.1% 4.4% 49.3 0.26% 0.09% -- -- -- -- -- -- -- -- -- -- -- Electronics 2.9% 5.7% 4.7% 52.4 0.29% 0.05% -- -- -- -- -- -- -- -- -- -- -- Entertainment 5.8% 9.1% 7.0% 39.7 0.33% 0.11% 22.7 62.6% 66.5% 52.6% -- -- -- -- 14.3% 42.5% 123.8 Financial 1.4% 4.5% 3.5% 33.8 0.20% 0.13% 55.4 79.6% 66.5% 54.1% -- -- -- -- 4.8% 54.8% 73.9 Government/Utilities 2.5% 4.5% 1.7% 46.2 0.26% 0.13% -- -- -- -- -- -- -- -- -- -- -- Verticals Health/Beauty 3.6% 8.4% 5.1% 36.6 0.27% 0.10% 81.6 57.7% 58.1% 43.4% -- -- -- -- 6.5% 59.1% 59.1 Restaurant 3.4% 5.7% 4.2% 47.4 0.21% 0.10% 15.9 54.2% 54.4% 40.5% 13.7 10.7% 59.8% 44.7% 12.0% 24.4% 91.1 Retail 1.2% 4.2% 4.0% 28.4 0.19% 0.13% 29.1 59.2% 65.9% 46.9% 46.7 4.7% 68.2% 50.5% 2.4% 37.6% 155.4 Services 0.2% 0.3% 3.6% 34.5 0.14% -- -- -- -- -- -- -- -- -- -- -- -- Tech/Internet 2.1% 2.8% 4.5% 47.5 0.47% 0.04% 17.1 74.9% 75.1% 59.9% 29.1 9.5% 31.1% 23.4% 2.4% 30.0% 120.0 Telecom 0.9% 1.1% 3.5% 44.5 0.21% -- 81.0 58.1% 75.4% 57.1% -- -- -- -- 4.5% 10.1% 19.3 Travel 0.2% 0.4% 3.8% 55.5 0.23% 0.14% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com51
  • 52. Benchmarks for Taiwan – Q4 2010 - Q3 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 -- -- -- -- 0.04% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.05% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.03% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner -- -- 9.3% 49.8 0.48% 49.9 70.3% 70.4% 58.1% 42.3 12.6% 50.5% 39.0% 8.7% 32.3% 27.3 300x250 3.8% 6.9% 8.6% 31.7 0.35% -- -- -- -- 25.1 15.0% 51.7% 35.4% 1.4% 33.5% 34.7 728x90 1.7% 3.4% 7.3% 40.6 0.50% -- -- -- -- -- -- -- -- 0.8% 44.3% 123.2 Formats 234x60 -- -- 10.0% 44.6 0.53% -- -- -- -- 45.4 12.3% 52.4% 41.4% 12.4% 27.8% 22.4 Polite Banner 1.9% 3.2% 2.0% 34.8 0.10% 30.3 60.0% 61.8% 44.5% -- -- -- -- -- -- -- 300x250 3.9% 6.4% 4.1% 37.1 0.12% 29.6 57.3% 62.9% 45.4% -- -- -- -- -- -- -- 728x90 -- -- 2.6% 23.4 0.11% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 0.5% 0.8% 6.2% 11.0 0.16% -- -- -- -- -- -- -- -- -- -- -- Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) 7 buenas prácticas para crear un anuncio inteligente Apparel -- -- 10.6% 56.0 0.55% 0.06% 39.1 81.0% 76.0% 64.2% -- -- -- -- 9.8% 30.2% 61.2 Auto -- -- 9.2% 46.5 0.40% -- 55.9 72.0% 71.7% 54.7% 38.7 19.4% 49.5% 40.8% 8.5% 35.5% 70.4 B2B -- -- -- -- -- 0.03% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods -- -- -- -- 0.36% 0.03% 51.7 69.2% 68.2% 58.2% 35.2 10.5% 38.3% 29.2% 7.1% 31.0% 78.2 Electronics -- -- 7.7% 50.8 0.37% -- -- -- -- -- 33.4 9.3% 35.8% 17.6% 7.3% 34.5% 83.5 Entertainment -- -- 9.2% 48.3 0.41% -- 38.3 54.2% 66.0% 52.6% 42.7 15.2% 59.5% 46.5% 11.8% 31.3% 31.9 Financial -- -- 9.1% 42.4 0.61% 0.05% -- -- -- -- -- -- -- -- 7.7% 31.7% 76.8 Gaming -- -- 9.5% 55.4 0.53% -- 38.4 63.7% 56.1% 45.8% -- -- -- -- 9.3% 38.8% 74.3 Health/Beauty 7.2% 27.6% 6.8% 51.9 0.34% 0.03% 44.4 67.0% 65.9% 51.6% 48.4 12.9% 55.8% 43.8% 7.6% 30.5% 79.0 Verticals Restaurant -- -- 9.6% 36.4 0.91% -- -- -- -- -- 47.3 6.9% 24.3% 18.3% 12.6% 28.4% 13.0 Retail -- -- 10.3% 52.2 0.54% 0.33% 37.0 58.2% 62.6% 50.6% -- -- -- -- 8.5% 38.6% 65.4 Services -- -- 9.6% 43.8 0.64% -- -- -- -- -- -- -- -- -- -- -- -- Tech/Internet -- -- 7.3% 19.7 0.39% 0.04% -- -- -- -- -- -- -- -- -- -- -- Telecom -- -- 11.1% 39.1 0.48% -- -- -- -- -- -- -- -- -- 7.8% 45.9% 60.1 Data Source MediaMind Research, Q4 2010 - Q3 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.com52
  • 53. Benchmarks for Thailand – Q4 2010 - Q3 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 -- -- -- -- 0.10% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.11% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 14.8% 23.6% 13.0% 71.7 0.38% 13.7 56.2% 74.5% 66.6% 30.5 4.7% 38.8% 25.7% 14.8% 28.8% 72.6 300x250 10.4% 18.0% 11.0% 66.4 0.35% -- -- -- -- 30.5 2.1% 38.4% 23.9% 10.3% 29.4% 57.1 728x90 -- -- 21.0% 81.3 0.48% -- -- -- -- 35.0 7.8% 46.3% 32.6% -- -- -- 120x600 3.8% 4.8% 2.4% 89.6 0.14% -- -- -- -- -- -- -- -- 3.8% 4.7% 69.7 Formats 234x60 -- -- 12.2% 62.4 0.42% -- -- -- -- 18.4 6.3% 21.0% 11.4% 18.4% 33.0% 15.6 Floating Ad 2.6% 3.3% -- -- 2.50% -- -- -- -- -- -- -- -- -- -- -- Floating Ad with Reminder 13.6% 28.0% 13.1% 79.8 1.08% -- -- -- -- 17.4 8.1% 15.1% 10.4% -- -- -- Polite Banner 0.3% 0.6% 3.8% 29.8 0.21% 74.6 57.3% 75.5% 63.6% -- -- -- -- -- -- -- 300x250 0.3% 0.6% 3.6% 32.0 0.11% 72.4 57.4% 73.7% 61.9% -- -- -- -- -- -- -- 728x90 -- -- 2.7% 24.0 0.09% -- -- -- -- -- -- -- -- -- -- -- 160x600 0.4% 0.5% 2.4% 27.3 0.45% -- -- -- -- -- -- -- -- -- -- -- 7 buenas prácticas para crear un anuncio inteligente Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 5.1% 6.5% 4.0% 32.3 0.37% 0.07% -- -- -- -- -- -- -- -- -- -- -- Auto 7.5% 10.6% 8.8% 57.4 0.33% 0.08% 62.7 54.5% 69.6% 59.2% 132.0 12.0% 70.1% 52.6% 14.4% 28.4% 52.4 B2B -- -- -- -- -- 0.15% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 5.9% 9.0% -- -- 0.27% 0.15% 29.1 71.2% 64.0% 51.6% 22.4 8.4% 27.9% 15.8% 14.9% 26.7% 67.7 Corporate 9.2% 13.1% 8.9% 47.4 0.30% 0.05% 33.0 47.2% 83.8% 68.8% 15.2 3.5% 32.6% 19.4% 13.3% 23.7% 82.2 Electronics 5.5% 9.3% 8.1% 41.4 0.46% 0.14% -- -- -- -- 44.5 1.1% 51.0% 33.7% 13.5% 22.1% 42.3 Entertainment 1.1% 2.2% 4.3% 31.2 0.27% -- 49.9 56.6% 74.7% 62.5% -- -- -- -- -- -- -- Financial 8.7% 19.9% 8.1% 66.8 0.31% 0.10% -- -- -- -- -- -- -- -- 11.5% 17.7% 66.4 Health/Beauty 6.6% 10.7% 7.8% 64.0 0.34% 0.10% 70.9 59.3% 76.5% 65.0% 29.7 6.8% 31.7% 22.4% 14.9% 27.8% 65.7 Verticals Retail -- -- -- -- -- 0.22% -- -- -- -- -- -- -- -- -- -- -- Services 3.2% 4.9% 4.6% 56.5 0.17% -- -- -- -- -- -- -- -- -- 17.7% 29.9% 56.3 Tech/Internet 2.4% 4.1% 2.6% 58.1 0.13% 0.13% -- -- -- -- -- -- -- -- 12.3% 20.2% 34.2 Telecom 8.5% 19.0% 8.6% 61.1 0.36% -- -- -- -- -- -- -- -- -- 12.8% 33.3% 42.5 Travel 5.8% 15.7% 8.1% 54.4 0.31% 0.06% -- -- -- -- -- -- -- -- 14.8% 76.4% 38.1 Data Source MediaMind Research, Q4 2010 - Q3 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.com53
  • 54. Benchmarks for Turkey – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 3.9% 5.1% 6.5% 48.1 0.48% 44.9 37.0% 57.8% 36.4% 35.3 2.0% 37.4% 25.2% 3.5% 12.9% 37.2 300x250 2.3% 2.8% 5.8% 33.8 0.59% -- -- -- -- 18.3 1.2% 45.6% 33.3% 1.6% 14.4% 39.4 728x90 9.1% 11.0% 8.4% 49.7 0.22% -- -- -- -- 48.8 7.7% 34.2% 23.1% 9.9% 12.3% 50.4 0.19% Formats 234x60 6.1% 9.3% 5.6% 118.9 -- -- -- -- 18.6 0.9% 35.0% 21.5% 6.0% 8.0% 39.0 Floating Ad 0.8% 0.8% 16.2% 3.6 0.79% -- -- -- -- -- -- -- -- -- -- -- Floating Ad with Reminder 1.8% 4.0% 3.0% 12.3 0.47% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 0.3% 0.5% 2.4% 26.1 0.06% 68.3 64.8% 58.4% 44.0% -- -- -- -- -- -- -- 300x250 0.2% 0.5% 2.5% 26.4 0.06% 68.9 64.2% 58.0% 43.7% -- -- -- -- -- -- -- 728x90 -- -- 2.1% 23.1 0.05% -- -- -- -- -- -- -- -- -- -- -- Push Down Banner 7.4% 8.2% 9.3% 44.7 0.18% -- -- -- -- -- -- -- -- 7.3% 22.9% 63.2 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with 7 buenas prácticas para crear un anuncio inteligente Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 6.2% 9.9% 6.5% 63.0 0.54% 0.19% -- -- -- -- 25.6 3.3% 30.6% 19.3% 6.4% 11.9% 40.3 Auto 3.2% 4.4% 5.1% 43.3 0.24% 0.10% 131.3 71.5% 81.3% 74.7% 24.5 1.0% 56.2% 42.8% 3.8% 10.8% 46.5 B2B -- -- -- -- -- 0.02% -- -- -- -- -- -- -- -- -- -- -- Careers -- -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Consumer Packaged Goods 3.2% 3.9% -- -- 0.33% 0.13% -- -- -- -- -- -- -- -- 3.6% 18.3% 29.2 Corporate 2.0% 2.3% 6.2% 14.5 0.91% 0.04% -- -- -- -- -- -- -- -- 1.5% 23.8% 20.9 Electronics 0.5% 0.5% 4.8% 15.2 0.35% 0.08% -- -- -- -- -- -- -- -- -- -- -- Entertainment 0.4% 0.6% 1.9% 27.6 0.16% 0.11% 40.8 62.5% 51.3% 32.8% -- -- -- -- 1.8% 15.2% 41.9 Financial 2.0% 2.5% 4.0% 33.1 0.16% 0.06% -- -- -- -- -- -- -- -- 2.2% 13.7% 67.3 Government/Utilities -- -- -- -- -- 0.01% -- -- -- -- -- -- -- -- -- -- -- Verticals Health/Beauty 3.5% 3.8% 6.5% 56.2 0.91% 0.11% -- -- -- -- -- -- -- -- 3.4% 15.5% 41.0 News/Media 0.3% 0.4% 3.0% 23.0 0.05% 0.07% 88.4 66.4% 57.9% 45.1% -- -- -- -- -- -- -- Restaurant -- -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Retail 10.4% 12.5% 9.4% 49.2 0.47% 0.06% -- -- -- -- 50.6 8.5% 38.5% 26.4% 10.4% 11.0% 45.8 Tech/Internet 3.7% 5.7% 7.5% 60.2 0.58% 0.05% -- -- -- -- -- -- -- -- 4.1% 17.2% 44.5 Telecom 1.7% 2.1% 4.5% 38.4 0.21% -- -- -- -- -- 17.6 0.2% 44.3% 27.6% 3.1% 10.6% 42.9 Travel -- -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- Data Source MediaMind Research, Q4 2010 - Q3 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.com54
  • 55. Benchmarks for UK – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.09% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Rich Media Expandable Banner 7.4% 11.8% 7.4% 69.3 0.26% 37.0 85.2% 81.5% 71.6% 24.1 7.3% 64.5% 52.0% 7.0% 23.7% 182.2 300x250 5.5% 8.3% 6.8% 62.1 0.22% -- -- -- -- 19.6 10.0% 71.8% 58.0% 5.0% 28.8% 178.2 728x90 9.8% 14.6% 9.6% 59.5 0.25% 29.6 71.8% 77.5% 65.3% 51.5 6.5% 53.3% 40.0% 9.5% 18.8% 100.2 120x600 9.0% 16.2% 8.3% 67.2 0.16% 111.4 55.5% 71.9% 44.6% 24.5 2.7% 49.9% 34.0% 8.9% 17.4% 125.1 234x60 10.3% 18.4% 7.2% 95.0 0.35% -- -- -- -- 15.8 5.1% 58.2% 50.6% 10.3% 17.4% 22.8 Formats Expandable Strip 6.9% 10.0% 7.9% 53.3 0.13% -- -- -- -- -- -- -- -- 6.9% 9.6% 41.3 Floating Ad 2.4% 3.2% 16.8% 4.9 1.50% 11.2 69.7% 45.7% 32.6% 11.6 6.4% 53.7% 24.5% -- -- -- Floating Ad with Reminder -- -- 2.5% 6.4 0.46% -- -- -- -- -- -- -- -- -- -- -- Polite Banner 1.0% 1.6% 3.0% 36.0 0.12% 23.6 57.9% 74.1% 59.5% -- -- -- -- -- -- -- 300x250 1.1% 1.9% 3.1% 35.7 0.12% 23.7 57.6% 74.0% 60.4% -- -- -- -- -- -- -- 728x90 0.9% 1.4% 2.6% 38.3 0.11% 23.2 72.5% 78.8% 62.7% -- -- -- -- -- -- -- 160x600 0.5% 0.8% 1.5% 29.0 0.07% 24.3 70.7% 74.7% 58.6% -- -- -- -- -- -- -- Push Down Banner 3.5% 6.9% 11.0% 29.7 0.32% 13.7 28.5% 72.8% 50.7% 16.5 5.3% 68.5% 50.3% 2.5% 23.2% 24.5 7 buenas prácticas para crear un anuncio inteligente 728x90 9.1% 25.4% 13.4% 46.4 0.58% 13.7 28.5% 72.8% 50.7% 16.5 5.3% 68.5% 50.3% 8.4% 28.0% 29.7 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 1.2% 2.1% 3.8% 41.0 0.12% 0.07% 35.6 55.0% 76.5% 63.7% 45.5 4.8% 44.8% 30.4% 5.4% 14.2% 50.7 Auto 3.3% 5.7% 4.7% 42.2 0.12% 0.08% 25.4 52.4% 68.6% 54.0% 20.2 4.1% 65.6% 47.5% 6.3% 29.3% 144.0 B2B 0.5% 0.7% 4.6% 27.2 0.13% 0.08% 33.5 53.3% 63.6% 51.2% -- -- -- -- 1.2% 15.7% 43.5 Careers 8.9% 12.0% 7.6% 86.9 0.41% 0.08% 59.6 51.2% 60.0% 43.8% 62.9 4.7% 36.6% 25.3% 9.8% 13.1% 55.2 Consumer Packaged Goods 2.3% 3.2% -- -- 0.12% 0.07% 20.8 54.9% 67.7% 53.5% 21.5 3.9% 72.9% 56.4% 4.1% 14.3% 60.7 Corporate 1.7% 3.0% 2.8% 35.8 0.09% 0.06% 27.5 55.0% 60.5% 43.6% 90.2 0.9% 66.9% 49.1% 1.5% 2.3% 98.9 Electronics 4.5% 8.3% 5.6% 53.1 0.20% 0.09% 71.0 74.5% 75.2% 50.9% 56.6 5.9% 50.2% 36.2% 7.0% 22.7% 80.6 Entertainment 4.1% 7.0% 6.0% 59.6 0.27% 0.10% 21.1 74.3% 80.5% 70.1% 18.6 15.0% 73.8% 62.0% 7.9% 33.9% 186.0 Financial 2.6% 3.5% 3.8% 50.4 0.12% 0.05% 34.3 54.5% 77.4% 63.5% 30.0 2.1% 51.0% 39.5% 7.0% 26.1% 156.8 Gaming 3.1% 4.1% 4.2% 46.2 0.19% 0.11% 21.2 51.7% 71.6% 56.4% -- -- -- -- 4.0% 10.5% 38.3 Government/Utilities 4.1% 6.5% 4.8% 59.0 0.17% 0.08% 65.1 48.9% 64.1% 47.4% -- -- -- -- 7.6% 15.1% 40.2 Health/Beauty 4.3% 6.7% 5.2% 52.4 0.13% 0.08% 56.1 62.2% 75.7% 61.7% 28.4 4.9% 52.0% 36.2% 6.9% 15.6% 81.5 Verticals Medical 0.3% 0.6% 2.6% 55.6 0.14% 0.05% -- -- -- -- -- -- -- -- -- -- -- News/Media 1.2% 1.7% 5.7% 18.1 0.27% 0.08% 28.0 63.8% 64.2% 48.8% -- -- -- -- 2.1% 18.2% 103.9 Restaurant 1.5% 2.4% 2.7% 41.1 0.09% 0.09% -- -- -- -- -- -- -- -- 2.0% 15.3% 40.0 Retail 3.6% 12.5% 4.6% 88.9 0.12% 0.06% 125.4 56.0% 61.2% 48.4% -- -- -- -- 7.8% 11.9% 19.4 Services 3.3% 4.9% 3.5% 54.7 0.17% -- 29.6 63.3% 75.1% 57.0% 14.3 2.9% 23.8% 16.7% 8.6% 14.8% 69.4 Sports 7.5% 10.4% 5.5% 154.2 0.06% 0.06% -- -- -- -- -- -- -- -- 7.7% 10.6% 75.6 Tech/Internet 4.0% 5.0% 5.2% 71.5 0.17% 0.13% 181.3 76.7% 72.6% 57.4% 59.6 5.2% 64.5% 53.0% 5.7% 21.2% 194.9 Telecom 4.4% 8.5% 4.4% 54.6 0.15% -- 13.2 58.3% 72.3% 58.5% 16.8 4.9% 46.5% 35.6% 13.0% 18.5% 45.5 Travel 2.5% 5.0% 3.5% 46.5 0.06% 0.07% -- -- -- -- 13.7 2.8% 18.6% 11.0% 9.0% 17.7% 47.5 Data Source MediaMind Research, Q4 2010 - Q3 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.com55
  • 56. Benchmarks for United States – Q4 2010 - Q3 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 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 300x250 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 728x90 -- -- -- -- 0.08% -- -- -- -- -- -- -- -- -- -- -- 120x600 -- -- -- -- 0.07% -- -- -- -- -- -- -- -- -- -- -- 160x600 -- -- -- -- 0.06% -- -- -- -- -- -- -- -- -- -- -- Rich Media Commercial Break 2.7% 2.8% -- -- -- -- -- -- -- -- -- -- -- -- -- -- Expandable Banner 4.7% 7.0% 5.9% 50.9 0.15% 18.9 62.2% 73.3% 57.3% 19.0 5.4% 62.2% 46.9% 4.5% 10.5% 96.9 300x250 4.1% 6.1% 5.5% 44.1 0.15% -- -- -- -- 15.6 5.6% 64.2% 50.4% 3.7% 8.6% 81.5 728x90 5.5% 7.9% 6.7% 53.0 0.14% 22.2 63.0% 72.3% 56.6% 25.7 5.3% 61.3% 45.4% 5.4% 14.3% 99.6 120x600 4.3% 5.6% 4.8% 51.5 0.09% -- -- -- -- -- -- -- -- 4.3% 5.4% 60.1 0.43% Formats 234x60 13.9% 25.5% 9.2% 126.0 -- -- -- -- 10.9 3.9% 34.7% 23.7% 13.8% 24.8% 28.6 Expandable Strip 0.5% 1.2% 4.1% 58.9 0.07% -- -- -- -- -- -- -- -- 0.4% 0.8% 45.0 Floating Ad 3.7% 4.6% -- -- 3.56% -- -- -- -- 7.0 18.8% 78.5% 57.9% -- -- -- Polite Banner 0.5% 0.8% 2.8% 33.9 0.10% 32.7 58.3% 71.1% 55.7% -- -- -- -- -- -- -- 300x250 0.4% 0.7% 2.8% 34.4 0.09% 30.1 57.1% 70.1% 55.6% -- -- -- -- -- -- -- 728x90 0.5% 0.8% 2.4% 36.2 0.08% 40.3 58.9% 70.8% 54.3% -- -- -- -- -- -- -- 160x600 0.3% 0.4% 1.6% 24.7 0.08% 30.5 64.1% 75.1% 56.7% -- -- -- -- -- -- -- Push Down Banner 1.8% 2.3% 7.5% 27.1 0.15% 13.0 26.9% 58.2% 41.1% 11.3 11.4% 50.7% 34.4% 1.4% 23.9% 63.5 7 buenas prácticas para crear un anuncio inteligente 728x90 1.8% 4.1% 5.2% 35.1 0.27% 13.0 26.9% 58.2% 41.1% 11.3 11.4% 50.7% 34.4% 1.7% 15.0% 68.9 Basic Metrics Auto Initiated Video Metrics User Initiated Video Metrics Expandable Metrics Avg. Video Avg. Video Impressions with Imp. with User Average Dwell Time CTR (Rich CTR (Standard Duration Fully Played Duration Fully Played any Panel Total Expansion Avg. Expansion Interactions Rate IR Dwell Rate (Seconds) Media) Media) (Seconds) Started Rate 50% Played Rate Rate (Seconds) Started Rate 50% Played Rate Rate Expansion Rate Rate Duration (Seconds) Apparel 1.5% 2.1% 3.5% 40.7 0.12% 0.09% 21.3 44.2% 68.2% 53.2% 19.3 9.5% 57.0% 39.9% 3.9% 15.9% 68.1 Auto 2.3% 2.9% 4.1% 46.9 0.08% 0.05% 16.4 64.9% 77.9% 62.6% -- -- -- -- 4.5% 6.6% 55.8 B2B 1.0% 1.2% 3.4% 34.9 0.11% 0.07% 16.4 61.8% 70.8% 57.8% 15.9 14.9% 76.4% 61.2% 1.2% 4.2% 48.5 Careers 1.2% 1.8% 3.5% 25.6 0.17% 0.08% 24.8 57.8% 78.5% 61.7% -- -- -- -- 0.5% 4.9% 52.4 Consumer Packaged Goods 2.5% 3.3% -- -- 0.14% 0.09% 16.5 63.9% 71.8% 55.0% -- -- -- -- 5.1% 13.7% 89.5 Corporate 7.0% 10.8% 7.1% 50.8 0.12% 0.07% 14.6 63.9% 70.6% 58.1% 14.2 8.7% 71.5% 59.3% 6.8% 11.3% 60.6 Electronics 1.4% 2.4% 3.4% 41.6 0.17% 0.07% 18.0 58.7% 73.9% 45.1% 15.8 5.0% 74.1% 60.0% 1.9% 5.7% 120.9 Entertainment 2.0% 3.1% 4.5% 35.0 0.26% 0.12% 21.4 58.9% 73.1% 58.1% 17.1 5.7% 67.2% 52.9% 3.3% 10.7% 71.7 Financial 1.3% 1.9% 3.7% 46.9 0.18% 0.06% 29.2 54.7% 77.2% 63.9% 16.8 11.6% 65.8% 51.1% 3.1% 5.5% 65.5 Gaming 2.3% 4.3% 4.0% 54.7 0.23% 0.08% 76.6 55.4% 65.0% 50.5% -- -- -- -- 6.9% 42.1% 127.1 Government/Utilities 1.2% 1.7% 2.8% 30.1 0.08% 0.06% 29.8 54.8% 68.2% 53.4% 14.5 6.8% 66.5% 53.7% 3.2% 9.5% 108.8 Health/Beauty 6.9% 13.0% 8.5% 50.1 0.17% 0.10% 18.2 59.4% 70.6% 55.7% 16.6 10.6% 45.5% 31.2% 8.8% 14.9% 48.8 Verticals Medical 0.7% 0.8% 3.0% 26.6 0.06% 0.11% -- -- -- -- 9.7 0.5% 22.0% 12.7% 0.6% 0.7% 29.9 News/Media 1.0% 1.1% 6.2% 11.7 0.61% 0.20% 45.0 49.1% 27.9% 10.1% -- -- -- -- 1.8% 7.1% 22.8 Restaurant 2.3% 3.0% 4.0% 33.9 0.14% 0.07% 17.1 53.2% 77.5% 61.0% 11.1 12.8% 81.3% 64.2% 3.2% 10.5% 43.2 Retail 3.2% 4.2% 5.1% 38.3 0.16% 0.08% 17.0 43.6% 73.5% 58.2% 39.2 2.2% 48.9% 34.5% 4.4% 7.7% 67.0 Services 3.1% 4.1% 5.2% 43.9 0.14% -- 20.1 63.0% 66.6% 51.7% 19.7 4.6% 57.0% 42.1% 4.9% 11.7% 67.3 Sports 6.4% 8.7% 8.3% 43.3 0.12% 0.12% -- -- -- -- 21.4 4.8% 34.5% 24.4% 6.9% 13.9% 36.4 Tech/Internet 3.3% 5.5% 4.3% 55.7 0.13% 0.27% 22.2 55.3% 71.9% 57.2% 27.8 4.2% 78.3% 56.2% 4.0% 10.4% 71.9 Telecom 4.0% 6.9% 7.2% 41.7 0.28% -- 23.8 56.3% 60.6% 47.5% 30.7 5.2% 42.0% 29.6% 6.7% 14.3% 91.9 Travel 1.8% 2.2% 3.1% 44.1 0.13% 0.04% 19.4 53.7% 68.3% 42.3% 20.3 12.3% 62.6% 47.6% 5.5% 11.3% 43.1 Data Source MediaMind Research, Q4 2010 - Q3 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.com56
  • 57. 7 buenas prácticas para crear un anuncio inteligente MediaMind Verticals Definitions Vertical Definition Manufactures and retailers specializing in apparel. Typically includes manufacturers and retailers whose main Apparel business is fashion, clothing, shoes and sports shoes, accessories and jewelry. Products and Services related to the auto industry. Typically includes manufacturers of cars, trucks and motorcycles, car dealerships, traders and buying guides, car rental agencies, car repair shops, car part Auto manufacturers, other auto service providers and gas stations. Does not include auto insurance (included in Financial). Products and services marketed primarily to corporations. Typically, such products are not suited for B2B individual consumers. For example, commodities or enterprise solutions. Career Job postings and resume services. Products that are sold in retail stores such as supermarkets and convenience stores. Typically includes food, Consumer Packaged Goods pet supplies, tobacco, alcoholic and non-alcoholic beverages. Does not include toiletries, personal care and cosmetics (included in Health/Beauty). Corporate awareness and branding. Typically campaigns aimed at increasing the corporate brand awareness Corporate rather than the awareness of a specific product. Usually these campaigns mention the name of the company, while not mentioning any of its brands. Electronic products such as TVs and home cinema systems, DVDs, stereos, MP3 players and cell phone Electronics devices. Does not include computers and peripherals (included in Tech/Internet). Providers of entertainment services. Typically includes movies and movie studios, TV shows and channels, Entertainment music albums and concerts, museums and amusement parks. Does not include books and magazines (included in News/Media). Services and products related to the financial and insurance industries. Typically includes banks, mortgages, Financial car loans, investment firms, consumer credit, credit cards and insurance companies. Consoles, PC games and their byproducts, retail and online gaming. Typically includes video and computer Gaming games, game consoles, casinos and lottery. Government agencies and utilities. Typically includes government offices, anti-smoking campaigns, election Government/Utilities campaigns, electricity and water. Does not include Telecom (included in Telecom). Products and services for personal care. Typically includes cosmetics, dietary supplements, toiletries, Health/Beauty perfume, personal hygiene and hair care. Does not include prescription on over-the-counter medications (included in Medical). Prescription and over-the-counter medication. Does not include physician services, clinics and hospitals Medical (included in Services). Companies providing news, print and radio broadcasting services. Typically includes radio stations, News/Media newspapers, magazines and books. Excludes TV channels and shows (included in Entertainment). Providers of dining services. Typically includes casual dining and fast food chains. Does not include food Restaurant items (included in Consumer Packaged Goods). Brick and mortar retailers and online retailers. Campaigns aimed at pulling people to the store rather than to promote a specific product or service. Typically includes department stores, home improvement stores, Retail electronic stores, supermarkets, book stores and furniture stores. Does not include apparel retailers (included in Apparel). Providers of miscellaneous services such as education, non-profit organizations and health-care services. Services Typically includes universities and colleges, associations, hospitals and clinics. Does not include medical insurance (included in Financial). Sports related goods and services. Typically includes sporting equipment, leagues and competitions, games Sports and events, and sport accessories. Excludes sports shoes and apparel (included in Apparel). Computer hardware, software and internet. Typically includes desktop and laptop computers, software, Tech/Internet peripherals and Internet companies. Excludes Internet service providers (included in Telecom). Telephony and data service providers. Typically includes land-line phone providers, cell phone providers, Telecom cable companies and internet service providers. Excludes cell phone device manufacturers (included in Electronics), and cell phone software providers (included in Tech/Internet). Travel and tourism related services. Typically includes hotels, airlines, transportation, travel agencies and Travel tourism boards. Excludes car rental agencies (included in Auto). Other Products and services that do not fall into any other category. 57
  • 58. MediaMind Metrics Definitions Metric What does it measure? How should it be used? The number of impressions with at least one interaction out of the total number of served impressions. Impressions with Any Impressions with multiple interactions are accounted for only once. Interactions are defined as clicks, To quantify how many of the served impressions were Interaction Rate opening (expanding) a panel, Flash movie replay, video mute, video sound on, video pause, full screen video interacted with. mode start / pause / end or other user-defined Interactions. The total number of interactions out of the total number of served impressions. Impressions with multiple interactions are accounted for multiple times. Interactions are defined as clicks, opening (expanding) a panel, To quantify the extent to which served impressions were Interaction Rate (IR) Flash movie replay, video mute, video sound on, video pause, full screen video mode start / pause / end or interacted with. other user-defined Interactions. The number of impressions that were dwelled upon out of all impressions. Dwell is defined as an active This proprietary MediaMind metric measures what portion of engagement with an ad. It includes positioning the mouse over an ad, user-initiation of video, user-initiation impressions were intentionally engaged with. Used to Dwell Rate of an expansion, and any other user-initiated Custom Interaction. Unintentional Dwell, lasting less than one quantify the share of impressions that attracted users to second, is excluded. actively engage with an ad. The average duration of a Dwell. For impressions that were dwelled upon, this metric sums the duration of For impressions that were dwelled upon, this proprietary 7 buenas prácticas para crear un anuncio inteligente User Average Dwell Time the following user initiated actions: The amount of time in which a mouse was positioned over an ad, user- MediaMind metric measures the average duration of active (Seconds) initiated video duration, user-initiated expansion duration and the duration of any other user-initiated Custom engagement. Used to quantify how engaging an ad is to Interaction. Unintentional Dwell, lasting less than one second, is excluded. users who were initially attracted to actively engage with it. The number of impressions that resulted in clicks out of served impressions. A historic metric that is used For Standard Banners, serves as the only measure of the ads Click Through Rate (CTR) primarily for Standard Banners. effectiveness. Avg. Video Duration The average duration, in seconds, of the video assets that played in the ad. This metric includes user-initiated To quantify the duration of the video that played in an ad. (Seconds) and auto-initiated videos. The number of times the video assets started out of served impressions with video. This metric includes user- To quantify the number of times videos in ads started Started Rate initiated and auto-initiated videos. playing. Of the video assets that started playing, how many of them played up to 50% of the videos duration, out of To measure the proportion of started videos in which the 50% Played Rate started video impressions. video played at least 50% of its total duration. To measure the proportion of started videos in which the Fully Played Rate Of the video assets that started playing, the portion of videos that played their full duration. video played to its full duration. Impressions with Any The number of impressions with at least one panel expansion out of served expandable impressions. This To quantify how many of the expandable served impressions Panel Expansion Rate metric measures user-initiated expansions. had expansions. The total number of panel expansions out of served impressions. This metric measures user-initiated and To quantify the extent to which expandable served Total Expansion Rate auto-initiated expansions. impressions were expanded. Avg. Expansion Duration The average time a panel was expanded. This metric measures auto-initiated and user-initiated expandable To measure the time that the user spent with the banner (Seconds) banners. expanded on the screen.58