Google: Use of Rich Media Doubled in 2010, CTRs Remain Steady

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 (300×600) 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.

ad-response-ratesOverall, 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.

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