Online Advertising Ad Type Benchmarks Metrics - Pointroll This content is owned by Pointroll. Shared here as a way to bookmark and inform. Reach out on linkedin to request take down.

2. PointRoll’s 2013 Benchmarks
report highlights top performing
ad formats across desktop and
mobile, Rich Media, and In-
Stream video executions.
Digital Advertising in 2013 was
led by In-Stream video, which
effectively captured viewer
interest, while mobile Rich
Media boosted brand time, and
large format IAB Rising Star
units performed well across
screens.

3. In-Stream video has become even more engaging, and more popular, with the volume of In-Stream
campaigns served by PointRoll increasing 140% from 2012 to 2013. Both completion rates and click
through rates have increased since 2012, by 10% and 18% respectively, suggesting increased interest
in online video. Longer videos deliver more clicks without sacrificing viewing time, as 30 second ads
deliver 55% more clicks than 15 second ads, and only see a 6% lower completion rate. In-stream
performs especially well when compared to other advertising formats, earning a 4.5x higher CTR than
Flash ads, and 2.7X higher CTR than Rich Media units.
Mobile executions outperform desktop for brand time. Mobile Rich Media continues to exceed desktop
performance when capturing user attention, earning over one third more brand time per interaction
than desktop Rich Media in 2013.
Rich Media remains an extremely effective branding and direct response vehicle, especially when
video is incorporated into the ad unit. Including video in-banner improves interaction and click through
rates. Larger placements, like the IAB Rising Stars, continue to excel, outperforming standard
placement sizes by 70% for CTR, 36% for brand time, and 19% for video completion rates.
It’s clear that the addition of video to any unit improves performance, and in-stream units are gaining
popularity in terms of client volume, and user attention. The growth of non-standard formats, along
with the proliferation of screen shapes and sizes, means that advertisers are flush with opportunities to
creatively engage their customers.

5. In-Stream ads delivered 4.5x higher CTR than Flash,
and 2.7X higher CTR than Rich Media.
Adding video to Rich Media experienced 22% higher
click-thru rates than Rich Media without video.

6. Adding video to a Rich Media campaign boosts
interaction rates by over 17% on average.

7. Mobile Rich Media delivered over one third more
brand time per interaction than desktop Rich
Media in 2013.

13. Size Matters. IAB Rising Stars
demonstrate a 70% lift in CTR due to
their larger real estate.

15. Rising Stars elicit 36% more brand
interaction time than standard
placement sizes.

16. Rising Stars drive 19% higher
video completion rates over
standard placement sizes.

17. 30 second videos deliver 55% more clicks
than 15 second videos.

18. 15 second videos only experience
6% higher completion rates over 30
second spots.

19. In-Stream completion rates have increased 10%
over 2012 while CTRs have increased 18%,
suggesting consumers are increasingly more
accepting of, and interested in, the format.

20. Total CTR for In-Stream remains high
across all verticals, driving results for all
brands.

21. Food & Beverage and Travel
remain very effective advertising
amongst video content consumers.

24. Amongst top verticals in mobile,
Retail performed highest across
multiple metrics.

25. Amongst top verticals in mobile,
Retail performed highest across
multiple metrics.

26. Amongst top verticals in mobile,
Retail performed highest across
multiple metrics.

29. With both high interaction rate
and brand time, the Education
vertical was well received by
consumers in 2013.

30. Consumers were most
engaged by content
presented by Education and
Food & Beverage brands.

31. Retail and Professional
Services led RM completion
rates in 2013.

33. Ad viewability has increased over
14% YoY, suggesting publishers
and brands alike are starting to
place value in the metric.
*Top 15 Publisher Channels by Viewability. Grand Total Reflects all PointRoll data

34. 20 of our 23 channels have
increased viewability Year over
Year, with B2B and Ad Networks
gaining the most ground.

35. In-Stream seems to elicit the best click-
thrus in the beginning of the week.

36. In-Stream interactivity is at its
lowest in the middle of the
workweek, and its highest on
the weekend.

37. Rich Media CTR is 10% higher on the
weekends, suggesting users may be less
apt to click-thru when served an ad during
their workday

38. Interactivity is noticeable higher
on weekdays, presenting
opportunity for brands to
engage consumers during their
workday.

39. Impressions: Number of times PointRoll ads were delivered.
Click Through Rate: Percentage of clicked-on impressions.
Average Brand Interaction Time: The average amount of time (in seconds)
users interacted with an ad.
Interaction Rate: Percentage of interacted ad Impressions.
Video Completion Rate: Number of times at least 25%, 50%, 75% or 100% of
the video was watched.
Viewability Rate: The percentage of validated impressions that where visible.
This metric is available at the Campaign, Publisher, Placement, or
Placement/Creative level.

40. Since 2001, PointRoll, a Gannett Company (NYSE: GCI), has
transformed the way advertisers, agencies and publishers create,
manage and deliver the most effective digital advertising. Today,
PointRoll provides advertising innovations across the many screens of
video, mobile, desktop and social while offering a unique strategic
creative perspective. With core technology in both multi-screen delivery
and data driven creative and an industry leading dynamic creative
optimization (DCO) offering, PointRoll enables advertisers to effectively
connect and convert consumers through highly engaging and relevant
ad experiences. For more information, visit http://www.pointroll.com or
follow us @pointroll.
HOMEBASE
KINGOFPRUSSIA,PA,800.203.6956
OTHERLOCATIONS
NEWYORKCITY
LOSANGELES
CHICAGO
DETROIT
BOSTON
ATLANTA
SANFRANCISCO