Tuesday, August 16, 2011 | 6:00 PM
Evaluating the success of display campaigns can be an exercise in relativity. You gauge current campaigns against past performance or compare across multiple campaigns and advertisers within your roster of brands or clients.
But in seeking more comprehensive benchmarks that reflect trends going on in the display industry, you might find yourself falling short. Advertisers and agencies alike are looking for more data to answer the basic questions of "How do I know if my display ad campaigns are doing well?" and "Are there credible benchmarks can I use to compare the results on my current campaign?"
It’s no surprise then that our display benchmarks have met with much enthusiasm since we first started publishing the data in 2009. We’re pleased to introduce a dedicated space for display benchmarks data on the Watch This Space website. The first set of metrics you’ll see available are the latest display benchmarks, which cover a breadth of data: from CTR metrics to engagement metrics for rich media ads such as interaction and expansion rate, video complete rates and average interaction times -- all across a broad range of ad sizes, creative types and industry verticals.
Some interesting observations from these latest benchmarks are below:
A couple of notes about this latest set of online advertising benchmarks. The data for these benchmarks are derived from a robust data set across DoubleClick for Advertisers, based on rigorous methodology with input from the Advertising Research Foundation. The charts cover global benchmark figures for the entirety of 2010 by ad format, ad size and industry vertical. The benchmarks are normalized across hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions.
For additional insights and access to the full set of available benchmarks, visit the benchmarks section on the Watch This Space website. More in-depth benchmarks by industry are available exclusively to DoubleClick clients so contact your account manager to discuss further.
Posted by Pamela Eng, Product Marketing Manager