SlideShare a Scribd company logo
Augustine Fou- 1 -
Digital Advertising
Benchmarks 2014
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
March 2014
Augustine Fou- 2 -
Performance
Benchmarks
Augustine Fou- 3 -
Click-Through Rate by Device
Source: Marin, Q4 2014 [PDF]
Augustine Fou- 4 -
Conversion Rate by Device
Source: Marin, Q4 2014 [PDF]
Augustine Fou- 5 -
Cost-per-Click by Device
Source: Marin, Q4 2014 [PDF]
Augustine Fou- 6 -
Display Ads
Augustine Fou- 7 -
Display Advertising Range
Big Portals Ad Networks Facebook
10’s of dollars 1’s of dollars 10’s of cents
Shift allocation to get more impressions or lower cost
Large audience
Publisher/portal
has more power
Lots of long-tail
small websites
Advertiser has
more power
Massive number of
impressions
“Junk” quality and
super-low prices
CPM
0.1% 0.01% 0.001%CTR
Augustine Fou- 8 -
Display Ads Share by Device
Source: Marin, Q4 2014 [PDF]
Augustine Fou- 9 -
Display ad CPMs are in the $0.10 - $0.80 range
Display Ad Global eCPM
Source: Turn, October 2013
Augustine Fou- 10 -
Display Ad CTR Trend
Source: Google, March 2014
Display ad CTR average 0.20%
Augustine Fou- 11 -
Display Ad CPCSource: Wordstream, Feb 2014
Display ad CPC ranges from $0.28 - $1.03
Augustine Fou- 12 -
Search Ads
Augustine Fou- 13 -
Search Ads (SEM), SEO
Paid/ SEM Organic
$1 - $10 FREE
Shift allocation to get more clicks at lower cost
For long tail,
descriptive
keywords
For brand terms
and expensive
keywords
CPC
1 - 5% 13 - 69%CTR
Source: SlingShot SEO
Augustine Fou- 14 -
Search Ads Share by Device
Source: Marin, Q4 2014 [PDF]
Augustine Fou- 15 -
Search Ad CPCSource: Wordstream, Feb 2014
Search ad CPC ranges from $0.29 - $3.09
Augustine Fou- 16 -
Social Ads
Augustine Fou- 17 -
Social Ads Share by Device
Source: Marin, Q4 2014 [PDF]
Augustine Fou- 18 -
Facebook Ad CTR by Industry
Source: Salesforce.com via BusinessInsider Mar 2013
Average Click Through Rates ranged
from 0.03% - 0.92%
Global average was 0.28% CTR
Augustine Fou- 19 -
Social ad CPMs are in the $0.10 - $0.50 range
Social Ad Global eCPM
Augustine Fou- 20 -
Facebook Ad Benchmarks
Source: WebTrends, January 2011
NOTE: these figures
refer to Facebook
display ads (by
category)
Augustine Fou- 21 -
Facebook Ads
Augustine Fou- 22 -
Facebook Page Like Campaign
CTR benchmarks
Cost per like benchmarks
Page Like Ad Campaign
Cost per like:
$1.49
Augustine Fou- 23 -
Facebook Site Click Campaign
CTR benchmarks
Cost per click benchmarks
Average click through rate 0.042%
Site Click Ad Campaign
Cost per click:
$0.78
CTR:
0.042%
Augustine Fou- 24 -
Twitter Ads
Augustine Fou- 25 -
Promoted Tweets
Engagement Rates
0.33% - 1.02%
Cost per Engagement
$0.26 - $0.43
Augustine Fou- 26 -
Promoted Account
Cost per Follow
$2.26
Follow Rate
0.35%
Augustine Fou- 27 -
LinkedIn Sponsored
Posts Benchmark
Augustine Fou- 28 -
$3 average CPC cost per click
Average CPC, Social actions
Source: Marketing Science, April 2014
Augustine Fou- 29 -
Video Ads
Augustine Fou- 30 -
60% Video ad CPMs are in the $8 - $12 range
Video Ad Global eCPM
Source: Turn, October 2013
Augustine Fou- 31 -
StumbleUpon Paid
Discovery
Augustine Fou- 32 -
15 cent eCPVs
Effective Cost per View (eCPV)
Source: Marketing Science, April 2014
StumbleUpon is for discovery of new things
Augustine Fou- 33 -
Mobile Display Ads
Augustine Fou- 34 -
61% of Mobile ad CPMs are in the $0.10 - $1.00 range
Mobile Ad Global eCPM
Source: Turn, October 2013
Augustine Fou- 35 -
http://appflood.com/blog/2014/1/
Mobile eCPMs range from $0.35 - $4.45
Average eCPM is $2.00
Mobile eCPM – Holiday 2013
Augustine Fou- 36 -
Mobile Ad CPM Trends
iPhone CPM $0.88
iPod Touch CPM $0.96
iPad CPM $1.16
Android tablet CPM $0.53
Android CPM $0.50
Source: MoPub Q1 2013
Augustine Fou- 37 -
iPhone CTR 1.7%
iPod Touch CTR 2.2%
iPad CTR 2.5%
Android tablet CTR 1.0%
Android CTR 1.1%
Mobile Ad CTR Trends
Source: MoPub Q1 2013
Augustine Fou- 38 -
Mobile Search Ads
Augustine Fou- 39 -
Tablet CPCs are virtually the same as desktop CPC
Smartphone CPCs are half of desktop CPCs
Mobile CPC vs Desktop CPC
Source: RKG July 2013
Tablet CPC is
practically the same
as desktop CPC
Augustine Fou- 40 -
Mobile CPC By Device
Source: Kenshoo, April 23, 2013
Augustine Fou- 41 -
Mobile Paid Search Spend
Source: Kenshoo, April 23, 2013
Augustine Fou- 42 -
Desktop eCPM is $3.50
Mobile eCPM is $0.75
2012 Mobile CPM by Category
Source: Mary Meeker KPCB May 2012
Augustine Fou- 43 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing their
digital spend and integrating
marketing across channels and
tactics.
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustinefouslideshares
Bio: http://linkd.in/augustinefou
LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou
Augustine Fou- 44 -
Related Articles
Augustine Fou- 44 -
http://www.slideshare.net/augustinefou/size-of-tv-advertising-vs-digital-
marketing-by-augustine-fou
http://www.slideshare.net/augustinefou/effectiveness-of-digital-ads-by-
augustine-fou
http://www.slideshare.net/augustinefou/sizing-digital-ad-fraud-
investigation-by-augustine-fou
http://www.slideshare.net/augustinefou/optimization-pyramids-for-digital-
ads-by-augustine-fou
Augustine Fou- 45 -
APPENDIX
Augustine Fou- 46 -
Click Through Rates (CTRs)
of Digital Ads with sub-types
Search Display Social
Ads are based on
keyword typed by
user, served at the
moment they are
looking for info.
Display ads are
served next to
content that the
user is interested
in.
Display ads with
massive number
of impressions;
“Junk” quality
and super-low
prices and CTRs
1-10% 0.01-0.1% 0.001-0.01%CTR
Organic Paid
10-90%
Portals Network
0.1-1%
Augustine Fou- 47 -
Search Ad CPC benchmarks by Industry
Methodology
Using Google Keyword
Tool, generate keyword
suggestions for each
industry sector; then
average suggested CPC
across the top 200, 400, or
800 keywords.
Augustine Fou- 48 -
U.S. Paid Search Benchmarks
Source: Marin Software via MarketingCharts March 20, 2014

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Digital Advertising Benchmarks 2014 by Augustine Fou

  • 1. Augustine Fou- 1 - Digital Advertising Benchmarks 2014 Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com March 2014
  • 2. Augustine Fou- 2 - Performance Benchmarks
  • 3. Augustine Fou- 3 - Click-Through Rate by Device Source: Marin, Q4 2014 [PDF]
  • 4. Augustine Fou- 4 - Conversion Rate by Device Source: Marin, Q4 2014 [PDF]
  • 5. Augustine Fou- 5 - Cost-per-Click by Device Source: Marin, Q4 2014 [PDF]
  • 6. Augustine Fou- 6 - Display Ads
  • 7. Augustine Fou- 7 - Display Advertising Range Big Portals Ad Networks Facebook 10’s of dollars 1’s of dollars 10’s of cents Shift allocation to get more impressions or lower cost Large audience Publisher/portal has more power Lots of long-tail small websites Advertiser has more power Massive number of impressions “Junk” quality and super-low prices CPM 0.1% 0.01% 0.001%CTR
  • 8. Augustine Fou- 8 - Display Ads Share by Device Source: Marin, Q4 2014 [PDF]
  • 9. Augustine Fou- 9 - Display ad CPMs are in the $0.10 - $0.80 range Display Ad Global eCPM Source: Turn, October 2013
  • 10. Augustine Fou- 10 - Display Ad CTR Trend Source: Google, March 2014 Display ad CTR average 0.20%
  • 11. Augustine Fou- 11 - Display Ad CPCSource: Wordstream, Feb 2014 Display ad CPC ranges from $0.28 - $1.03
  • 12. Augustine Fou- 12 - Search Ads
  • 13. Augustine Fou- 13 - Search Ads (SEM), SEO Paid/ SEM Organic $1 - $10 FREE Shift allocation to get more clicks at lower cost For long tail, descriptive keywords For brand terms and expensive keywords CPC 1 - 5% 13 - 69%CTR Source: SlingShot SEO
  • 14. Augustine Fou- 14 - Search Ads Share by Device Source: Marin, Q4 2014 [PDF]
  • 15. Augustine Fou- 15 - Search Ad CPCSource: Wordstream, Feb 2014 Search ad CPC ranges from $0.29 - $3.09
  • 16. Augustine Fou- 16 - Social Ads
  • 17. Augustine Fou- 17 - Social Ads Share by Device Source: Marin, Q4 2014 [PDF]
  • 18. Augustine Fou- 18 - Facebook Ad CTR by Industry Source: Salesforce.com via BusinessInsider Mar 2013 Average Click Through Rates ranged from 0.03% - 0.92% Global average was 0.28% CTR
  • 19. Augustine Fou- 19 - Social ad CPMs are in the $0.10 - $0.50 range Social Ad Global eCPM
  • 20. Augustine Fou- 20 - Facebook Ad Benchmarks Source: WebTrends, January 2011 NOTE: these figures refer to Facebook display ads (by category)
  • 21. Augustine Fou- 21 - Facebook Ads
  • 22. Augustine Fou- 22 - Facebook Page Like Campaign CTR benchmarks Cost per like benchmarks Page Like Ad Campaign Cost per like: $1.49
  • 23. Augustine Fou- 23 - Facebook Site Click Campaign CTR benchmarks Cost per click benchmarks Average click through rate 0.042% Site Click Ad Campaign Cost per click: $0.78 CTR: 0.042%
  • 24. Augustine Fou- 24 - Twitter Ads
  • 25. Augustine Fou- 25 - Promoted Tweets Engagement Rates 0.33% - 1.02% Cost per Engagement $0.26 - $0.43
  • 26. Augustine Fou- 26 - Promoted Account Cost per Follow $2.26 Follow Rate 0.35%
  • 27. Augustine Fou- 27 - LinkedIn Sponsored Posts Benchmark
  • 28. Augustine Fou- 28 - $3 average CPC cost per click Average CPC, Social actions Source: Marketing Science, April 2014
  • 29. Augustine Fou- 29 - Video Ads
  • 30. Augustine Fou- 30 - 60% Video ad CPMs are in the $8 - $12 range Video Ad Global eCPM Source: Turn, October 2013
  • 31. Augustine Fou- 31 - StumbleUpon Paid Discovery
  • 32. Augustine Fou- 32 - 15 cent eCPVs Effective Cost per View (eCPV) Source: Marketing Science, April 2014 StumbleUpon is for discovery of new things
  • 33. Augustine Fou- 33 - Mobile Display Ads
  • 34. Augustine Fou- 34 - 61% of Mobile ad CPMs are in the $0.10 - $1.00 range Mobile Ad Global eCPM Source: Turn, October 2013
  • 35. Augustine Fou- 35 - http://appflood.com/blog/2014/1/ Mobile eCPMs range from $0.35 - $4.45 Average eCPM is $2.00 Mobile eCPM – Holiday 2013
  • 36. Augustine Fou- 36 - Mobile Ad CPM Trends iPhone CPM $0.88 iPod Touch CPM $0.96 iPad CPM $1.16 Android tablet CPM $0.53 Android CPM $0.50 Source: MoPub Q1 2013
  • 37. Augustine Fou- 37 - iPhone CTR 1.7% iPod Touch CTR 2.2% iPad CTR 2.5% Android tablet CTR 1.0% Android CTR 1.1% Mobile Ad CTR Trends Source: MoPub Q1 2013
  • 38. Augustine Fou- 38 - Mobile Search Ads
  • 39. Augustine Fou- 39 - Tablet CPCs are virtually the same as desktop CPC Smartphone CPCs are half of desktop CPCs Mobile CPC vs Desktop CPC Source: RKG July 2013 Tablet CPC is practically the same as desktop CPC
  • 40. Augustine Fou- 40 - Mobile CPC By Device Source: Kenshoo, April 23, 2013
  • 41. Augustine Fou- 41 - Mobile Paid Search Spend Source: Kenshoo, April 23, 2013
  • 42. Augustine Fou- 42 - Desktop eCPM is $3.50 Mobile eCPM is $0.75 2012 Mobile CPM by Category Source: Mary Meeker KPCB May 2012
  • 43. Augustine Fou- 43 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing their digital spend and integrating marketing across channels and tactics. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustinefouslideshares Bio: http://linkd.in/augustinefou LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou
  • 44. Augustine Fou- 44 - Related Articles Augustine Fou- 44 - http://www.slideshare.net/augustinefou/size-of-tv-advertising-vs-digital- marketing-by-augustine-fou http://www.slideshare.net/augustinefou/effectiveness-of-digital-ads-by- augustine-fou http://www.slideshare.net/augustinefou/sizing-digital-ad-fraud- investigation-by-augustine-fou http://www.slideshare.net/augustinefou/optimization-pyramids-for-digital- ads-by-augustine-fou
  • 45. Augustine Fou- 45 - APPENDIX
  • 46. Augustine Fou- 46 - Click Through Rates (CTRs) of Digital Ads with sub-types Search Display Social Ads are based on keyword typed by user, served at the moment they are looking for info. Display ads are served next to content that the user is interested in. Display ads with massive number of impressions; “Junk” quality and super-low prices and CTRs 1-10% 0.01-0.1% 0.001-0.01%CTR Organic Paid 10-90% Portals Network 0.1-1%
  • 47. Augustine Fou- 47 - Search Ad CPC benchmarks by Industry Methodology Using Google Keyword Tool, generate keyword suggestions for each industry sector; then average suggested CPC across the top 200, 400, or 800 keywords.
  • 48. Augustine Fou- 48 - U.S. Paid Search Benchmarks Source: Marin Software via MarketingCharts March 20, 2014