Search firm releases annual DoubleClick ad benchmarking data.
Google's annual display ad benchmark data for 2010 shows that marketers' use of rich media ad formats doubled last year, accounting for 18 percent of global impressions from just 9 percent the prior year.
Despite that fact - or perhaps because of it - user response and engagement rates for rich media ads continued to fall during 2010, having peaked during the first quarter of 2009. Both of those metrics appear to be leveling off, however, with interaction rates seeing a slight uptick during the fourth quarter of 2010. The data is aggregated from the billions of impressions served through its DoubleClick for Advertisers (DFA) platform over the course of the year.
The online ad giant's data also revealed, perhaps unsurprisingly, that larger ad sizes generate greater user response. For example, half-page ads (300x600) had the highest click-though rates of all units measured over the course of the year, as well as superior interaction and expansion rates, according a blog post by DoubleClick product marketing manager Pamela Eng.
Overall, display ad click-through rates have remained relatively steady over the past few years, the data implied, at around 0.09 percent. In terms of verticals, however, automotive ads led the pack with a 0.12 percent average, followed by ads for brands and technology products. Financial services advertisers received the lowest user response rates, meanwhile, alongside those in the telecom space.
Other notable stats include an average CTR of 0.87 percent for in-stream video ads over the course of the year, and average video ad completion rates of around 50 percent.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014