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.
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.