Display Ad Benchmarks

Jill Peled

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of display ad benchmarks.

Display Ad Benchmarks

Jill Peled

Two major studies show the effectiveness of online display ads for both static and rich media: DoubleClick and Eyeblaster.

For the study from January to December 2008, DoubleClick measured overall U.S. campaign performance norms for static image, flash and rich media campaigns.

For Static Ads: Overall CTR is 0.11%; For Flash Ads: Overall CTR is 0.10%

While Static Ads still use CTR for a measure of performance, Rich Media Ads should use engagement metrics such as interaction rates, interactions times, video completion, and expansions to measure the success of such ads.

OVERALL RICH MEDIA PERFORMANCE...

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