SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Medialets’ Video & Rich Media Benchmark Report, 2015
1. Medialets Mobile Rich-Media
& Video Advertising
Benchmarks
This report includes analytics derived from analyzing data points
that occurred between January 1st and May 31st, 2015 on Medialets’
mobile and tablet ad serving platform.
27. Glossary of Terms Used in this Report
Rich Media
An ad that a user can interact with, as opposed to
solely animation.
Impressions
Number of times Medialets counted that a mobile ad was
delivered to a valid audience (not to a bot, spider or other
non-human traffic source).
Click-Through Rate (CTR)
Ratio of total valid clicks to total valid impressions.
Engagements
Any interactions with a Rich Media ad other than
expansion or dismiss.
Engagement Rate
For expandable ads, engagement rate is the ratio of
impressions where one or more engagement occurred to
total expands. For rich banners & rich interstitials,
engagement rate is the ratio of impressions where one or
more engagement occurred to total valid impressions.
Video Completion Rate
Number of times that at least 25%, 50%, 75% or 100% of
the video was watched.
Conversion Rate
Ratio of total conversions to impressions.
View-Through Conversion
When a conversion event occurs (as defined by the
brand) after a user saw an ad on app or mobile web but
did not click-through.
Click-Through Conversion
When a conversion event occurs (as defined by the
brand) after a user saw an ad on app or mobile web that
they then clicked on.
Expansion Rate
Ratio of total expands to impressions. Note that
expands are not counted toward engagement rate.
Expansion Duration
The average amount of time in seconds when users
expanded and interacted with a Rich Expandable ad.
Invalid Traffic Rate
Ratio of invalid impressions (bots, spiders, and other
non-human traffic) to total impressions (valid + invalid
impressions).
28. WPP’s Medialets is creator of Servo™, the only technology that
helps marketers manage and measure the complete ROI of mobile
ad campaigns. Servo is also the only buy-side mobile ad server to
receive Media Rating Council (MRC) accreditation for mobile
display, rich media and video served ad impressions across mobile
web and app, enabling brands and agencies to measure mobile
campaign delivery with confidence. Founded in 2008, Medialets is
headquartered in New York City with offices in London, Chicago and
Los Angeles.
To learn more, visit http://www.medialets.com
and follow us on Twitter @medialets
Editor's Notes
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VAST Video Performance by Device
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VAST Video Performance by Environment
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