MediaMind announced the release today of its annual Global Benchmark Report, “Viewability: A New Lens for Engagement”, becoming the first campaign management platform to provide viewability benchmarks across formats and industries. A new metric shaking up the online advertising industry, viewability indicates the percentage of ads that were seen versus served. There is a significant correlation between viewability and performance; the 63 percent of rich media ads that were viewable showed a 54.5 percent boost in click-through rates versus total served ads.
In addition, the Benchmarks include a comprehensive analysis of complete 2012 engagement metrics from more than 600 billion display ad impressions from 47 countries worldwide. The full report is available for download here.
Global Trends: Video Fuels Engagement
The report shows that in the US, overall engagement metrics increased for ads that included interactive and video elements. Click-through rates rose from 0.10% for standard banners to 0.14% for rich media and 1.11% for video. Interaction rates rose from 2.5% for rich media to 6.4% for interactive in-stream video (VPAID), an increase of 156 percent. This trend was replicated worldwide.
In Europe, key events such as the London Olympics, the Euro Cup, the Queen’s Jubilee and other high-profile news stories led to spikes in online traffic seeking quality news and video content. This was especially relevant for expandable ads, which saw overall CTR jump in Europe from 0.23% to 0.99%, an increase of 330% over the previous benchmarks. Dwell rates for rich media jumped from 2.3% to 7.1% during the same period.
Globally, the report indicates increasing adoption of digital video reflected in the growth of in-stream video (VAST) ads. Video ads met the threshold to be included in the new benchmarks in 23 countries versus 16 for the previous benchmark.
Viewability Drives CTR and Post-Click Conversion
Answering the call for transparency in online advertising metrics, a viewability standard would shift the currency standard from served impressions to viewable impressions. This would help assure advertisers that the ads they buy will be displayed within the viewable screen and for a visually relevant amount of time.
“Before the viewability metric, advertisers did not have a standard way to detect if an advertisement even had the chance of being seen by consumers,” said Ricky Liversidge, chief marketing officer, DG. “The adoption of viewability as a standard metric is another step in arming advertisers with the knowledge they need to measure and execute successful digital campaigns.”
Demonstrating the potency of the new measurement, the research showed that non-viewable impressions (which had no chance of being seen by a consumer) dragged down overall performance. By eliminating those extraneous impressions, performance increased dramatically. Globally, the CTR for viewable rich media ads was 54.5 percent higher than for non-viewable ads, while post-click conversion rates doubled.
The most viewable rich media ad formats were floating ads, wallpaper ads and commercial breaks, according to the report, indicating that these highly interactive and persistent formats are valuable for brands using viewability as a key performance indicator.
DG MediaMind’s viewable impression measurement is pending accreditation from the MRC.
To download the full DG MediaMind Global Benchmarking Report for 2012, see here.
DG (NASDAQ: DGIT) is the leading global multiscreen advertising management and distribution platform, fueling campaign management across TV, online, mobile and beyond. Through a combination of technology and services, DG empowers brands and advertisers to work faster, smarter and more competitively. Boasting the world’s largest hybrid satellite and internet network for broadcast video delivery, the company’s unparalleled campaign management encompasses multiscreen ad delivery, cross-channel research and analytics, and unified asset management. The DG product portfolio consists of two overarching product lines for online and video campaign management: MediaMind and VideoFusion.
With New York as a center of operations, DG is a global company that connects over 14,000 advertisers and 7,400 agencies worldwide with their targeted audiences through an expansive network of over 50,000 media destinations across TV broadcast and digital advertising in 78 countries, managing approximately ten percent of the world’s media assets.http://www.dgit.com.