Google says that the new benchmarking tool will help marketers build context around their display ads and compare their own performance to relevant data points.
Google announced its Display Benchmarks Tool, a way to let advertisers immediately see how their ads perform relative to aggregated campaigns. Google says that the benchmarking tool will help marketers build context around their display ads and compare their own performance to relevant data points.
Advertisers can quickly set up a report by selecting which countries, media, sizes, and formats to look at. They can choose a snapshot report, with current information, or look at trends going as far back as February 2012.
The tool shows the average interaction rate, average duration of interaction, and the expansion rate for rich media ads. It lets advertisers compare the overall click-through rate with those for standard media and rich media. And it provides information on how long expander ads stay expanded, video completion rates, and the average amount of time that rich media impressions were displayed to consumers.
The benchmarking tool was introduced in the DoubleClick Advertiser Blog on Wednesday. Google also provided some information on trends that it's seeing.
For one thing, Google finds that interaction rates correlate to larger ad sizes: the bigger the ad, the more frequently people will interact with it. It also found that rich-media-expanding formats are better for getting people to interact frequently, while in-page formats are better for encouraging longer interactions.
Google also uncovered some good news for advertisers. Since summer 2012, people are interacting with ads 50 to 60 percent more frequently. During the same period, video completions have grown approximately 24 percent to a 60 percent completion rate.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT