Google Lets Brands Instantly Benchmark Ads

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.

google-benchmarks-dashboard

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.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource