Wednesday, May 22, 2013 | 2:30 PM
Industry benchmarks -- reference points aggregated from ad campaigns across the industry -- give you these comparisons. And today, for the first time, we’re launching the Display Benchmarks Tool, an easy-to-use webpage that lets you pull benchmarks to help you make better decisions about your campaigns.
Whether you're after comparisons by country, industry vertical, ad size or ad format, our tool offers up-to-date benchmarks across 10 key display metrics, such as interaction rate and time, expansion rate and video completions. Here’s a quick demo of how to pull the benchmarks.
We've been playing around with the tool and identified some interesting trends around user engagement in our industry. Here's a bit of what we've seen:
Trend #1 User choice leads to more engagement: People want to choose how and when they consume content online. We’re starting to see new ad formats, such as the TrueView and Engagement formats, that let people choose whether to watch or skip an ad. Our benchmark data shows that people are increasingly choosing to interact with these ads. Video completion rates are the highest we’ve ever seen, with people completing 60% of the videos that they watch.
Trend #2: Richer ads lead to more engagement: Longer interaction also stems from more beautiful and compelling ads, which advertisers are increasingly incorporating in their campaigns. Interactive video ads, such as this one from Cadillac, allow advertisers to layer information about their brands on top of their video commercials. Dual-channel ads, such as this Skyfall ad, let viewers turn their mobile phones and tablets into controllers that dictate what happens within the content on their desktop. These ads represent the new creative formats that are closing the gap between advertising and awesome content. And we’re seeing the results: since last summer, people are interacting with rich media ads ~50-60% more frequently and spending ~20% more time interacting.
These findings confirm what we've heard from our partners -- as ads become more engaging and relevant to users, their performance improves. If you’re still hungry for more data, don’t worry -- next Tuesday, we’ll be kicking off a “Data Insights Blog Series,” where we’ll deep-dive into one trend a week and explain how the insights apply to your campaigns.
As you check out the tool for yourself, let us know if you find any nuggets you think we’ve missed. We just might feature your insight in one of our blog posts.
Posted by Becky Chappell, Product Marketing, DoubleClick