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Pointroll 2011: Online Video benchmarks chart
- 1. 2011 Video Benchmarks
Non-Interactive In-Stream
Click Video 25% Video 50% Video 75% Video 100%
Vertical Through Completion Completion Completion Completion
Rate Rate Rate Rate Rate
Food & Beverage Manufacturers 0.84% 83.08% 78.21% 71.60% 68.35%
Consumer Electronics Manufacturers 1.19% 93.02% 88.82% 85.80% 82.89%
Consumer Goods Manufacturers 0.62% 98.58% 97.70% 97.10% 96.85%
Restaurants & Food Service 0.05% 11.91% 10.68% 9.70% 9.03%
Telecommunications 1.34% 90.62% 86.12% 83.83% 82.12%
Finance 0.52% 88.13% 81.60% 76.05% 67.80%
Insurance 1.54% 88.08% 82.46% 77.23% 72.28%
Entertainment 0.71% 88.17% 85.26% 78.64% 75.78%
Automotive 0.25% 40.96% 30.22% 27.31% 25.79%
Pharmaceutical 0.23% 87.47% 79.46% 73.48% 61.55%
Notes: Benchmarks from April 2011 – December 2011
Interactive In-Stream
Interaction Click Video 25% Video 50% Video 75% Video 100%
Vertical Rate Through Completion Completion Completion Completion
Rate Rate Rate Rate Rate
Restaurants & Food Service 0.66% 0.50% 53.08% 40.72% 33.84% 29.31%
Consumer Goods Manufacturers 2.07% 1.17% 69.32% 58.79% 53.78% 48.27%
Retail 0.95% 0.81% 97.18% 83.10% 63.38% 56.34%
Food & Beverage Manufacturers 0.27% 0.08% 83.33% 75.00% 66.67% 58.33%
Entertainment 0.81% 0.16% 90.43% 84.18% 78.73% 69.77%
Non-Profit Organizations 2.46% 0.99% 83.85% 78.41% 74.75% 70.80%
Automotive 12.29% 0.42% 93.99% 88.94% 84.61% 80.66%
Notes: Benchmarks from April 2011 – December 2011
Video 100% Completion Rate In Banner Video Metrics ( Grand Total )
Avg Brand Interaction Time
16.93 Seconds
Non- Interactive In Banner Interaction Banner Click Panel Click Total Click
Interactive In-Steam Video Rate Through Through Through
In-Stream Rate Rate Rate
68.75% 77.67% 38.81% 3.42% 0.05% 0.21% 0.12%
Interaction Rate: Total Interactions/Total Impressions
Interaction: Anytime a user expands an ad by mousing over it or performs an action in the ad.
Avg. Brand Interaction Time: Weighted average of total seconds that panels were displayed and users engaged within an individual impression.
PointRoll data is based on billions of impressions for mouseover rich media, polites excluded.
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