(And How You Can Apply Them to Your 2020 Strategy) 2019 · Maciej Zawadziński, CEO, Clearcode and...

2019Choozle’s 2019 Key Findings & Results (And How You Can Apply Them to Your 2020 Strategy)

D E V I C E T Y P E S TA R G E T I N G TA C T I C S C R E AT I V E A S S E T S

Programmatic saw a lot of growth in 2019.

Data privacy became top of mind for consumers and

marketers alike. Mobile drove the majority of digital

ad spending, while newer targeting strategies like

connected TV advertising ramped up. In a report from

MediaPost, programmatic trading exceeded $100

billion for the first time ever.

To stay on track with 2020 marketing goals, look to

our key findings and results to guide your digital

advertising strategy into the new year and beyond.

The metrics in this report were pulled from the

Choozle platform and includes data from

Jan. 1, 2019 to Nov. 1, 2019.

“The future of mobile and

in-app advertising is looking

strong, but privacy will need to

be at the forefront.”Maciej Zawadziński, CEO, Clearcode and Piwik PRO

1

https://www.mediapost.com/publications/article/343745/programmatic-ad-spend-to-hit-147-billion-by-2021.html

Desktop MobileTablet

D E V I C E T Y P E S

Budget Allocation by Device TypeMobile advertising continues to grow

What the 2019 Data Says• Marketers spent the most on mobile, with desktop a close second. According to IAB, mobile advertising

reached $40 billion during the first half of 2019–a 29 percent increase from the same period in 2018.

What You Can Do in 2020• Look back at advertising trends to plan your budget.


Typical CPMs & Win Rate Based on Device Type

Usage by Tactic

Other (First-party data,IP Targeting, Retargeting)

36%

Contextual Category

19%

Contextual Keyword

4%

Earned Impressions by Device Type

300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM

OtherTabletMobileDesktop

Typical CPMs & CTR by Tactic

Top Creative Sizes for Desktop with Average CPM & CTR

$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250

Top Creative Sizes for Mobile with Average CPM & CTR

Typical CTR Based on Device Type

Creative Size % Used

Top Creative Sizes for Tablet with Average CPM & CTR

$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600

Advertising delivered on a mobile device now makes up

69% of total internet

advertising revenues.

IAB Internet Advertising Revenue Report 2019

Mobile54%

Desktop39%

Other8%

Allocation of Budgets by Device

Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData

First-partyDataIPTargeting

RetargetingContextualKeyword

ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR


Usage by Tactic


36%

Contextual Category

19%

Contextual Keyword

4%


300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM




$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250





$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600





Mobile54%

Desktop39%

Other8%


Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData



ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR

3

https://www.iab.com/news/u-s-digital-ad-revenue-climbs-to-57-9-billion-in-first-half-2019/

Typical CPM Rate by Device TypeThe gaps between CPM rates are closing across device types

What the 2019 Data Says• While CPM rates for desktop and mobile remained the highest, overall, CPM costs didn’t vary dramatically

across device types.

What You Can Do in 2020• It’s no longer enough to target

your audience on just one device. Marketers need to connect with customers everywhere, across several screens.

• Mobile is taking over. Optimize your campaigns for desktop and mobile so that you can reach the people searching on their phones, in the discovery phase, but converting later on desktop.



Usage by Tactic


36%

Contextual Category

19%

Contextual Keyword

4%


300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM




$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250





$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600





Mobile54%

Desktop39%

Other8%


Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData



ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR

4

https://choozle.com/blog/what-is-a-good-cpm/



Usage by Tactic


36%

Contextual Category

19%

Contextual Keyword

4%


300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM




$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250





$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600





Mobile54%

Desktop39%

Other8%


Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData



ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR


Usage by Tactic


36%

Contextual Category

19%

Contextual Keyword

4%


300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM




$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250





$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600





Mobile54%

Desktop39%

Other8%


Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData



ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR

Performance by Device TypeMore users are buying on mobile

What the 2019 Data Says• Mobile grabbed the largest share this

year with desktop in second.

• Mobile has a high click-through rate (CTR), showing that users are more willing to make in-the-moment purchases in a mobile environment.

What You Can Do in 2020• With the growth of mobile, try adopting a mobile-first strategy

and creating mobile-specific content.

5

https://choozle.com/blog/mobile-ad-optimization/

ContextualThird-party Data

RetargetingFirst-party Data

IP Targeting

TA R G E T I N G TA C T I C S


Budget Allocation by Targeting TacticMore marketers adopted a first-party data approach

What the 2019 Data Says• More marketers used first-party data in

their digital advertising campaigns, likely in response to the General Data Protection Regulation (GDPR) implemented in May 2018.

• Retargeting and CRM data were the most commonly used forms of first-party data.

IP targeting was used the least.

• More marketers also leveraged contextual targeting in their digital advertising campaigns.

What You Can Do in 2020• As data privacy laws emerge, use only

trustworthy and validated sources of third-party data.

• For brands looking for an alternative to third-party data, consider contextual targeting–it’s cost-effective and allows you to extend your reach to new audiences without using data.


Usage by Tactic


36%

Contextual Category

19%

Contextual Keyword

4%


300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM




$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250





$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600





Mobile54%

Desktop39%

Other8%


Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData



ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR

7

https://choozle.com/blog/digital-marketers-guide-to-gdpr/

https://choozle.com/blog/digital-marketers-guide-to-gdpr/

https://choozle.com/blog/firstpartydata_ccpa/

https://choozle.com/blog/types-of-targeting/

Typical CPM & CTR by TacticContextual targeting is on the rise

What the 2019 Data Says• Despite high CPMs, the click-through rate for IP targeting was low.

What You Can Do in 2020• If you have a large prospecting

audience, try targeting tactics like contextual targeting, which have proven to perform better and with a smaller investment.



Usage by Tactic


36%

Contextual Category

19%

Contextual Keyword

4%


300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM




$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250





$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600





Mobile54%

Desktop39%

Other8%


Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData



ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR

8

https://choozle.com/blog/3-ways-to-utilize-contextual-keyword-targeting/

160x600300x250

320x50728x90

C R E AT I V E A S S E T S



Usage by Tactic


36%

Contextual Category

19%

Contextual Keyword

4%


300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM




$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250





$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600





Mobile54%

Desktop39%

Other8%


Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData



ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR

640x360 (16:9) is a common video ad size. In general, video ad CPMs are much higher than non-video ads, as seen in the graph above.


Usage by Tactic


36%

Contextual Category

19%

Contextual Keyword

4%


300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM




$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250





$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600





Mobile54%

Desktop39%

Other8%


Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData



ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR


Although 120x600 (skyscraper) is a top-performing mobile size, the CPM is exceptionally high. 120x600 is a now-defunct IAB standard ad unit that has generally been replaced with 160x600 on most sites, although it's still in use.

11


Usage by Tactic


36%

Contextual Category

19%

Contextual Keyword

4%


300x250

320X50

728x90

9544x9544

640x360

160x600

300x600

300x50

970x250

336x280

41.93%

21.82%

16.89%

6.19%

4.31%

3.10%

3.08%

1.71%

0.50%

0.47%

Third-party Data41%

$0

$2

$4

$6

$8

$10

0%

3%

6%

9%

12%

15%

Win Rate CPM




$0

$2

$4

$6

$8

$10

0.0%

0.3%

0.6%

0.9%

1.2%

1.5%

CTR CPM

640x360300x600160x600728x90300x250





$0

$2

$4

$6

$8

$10

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

CTR CPM

9544x9544970x250300x600640x360160x600





Mobile54%

Desktop39%

Other8%


Mobile51%

Desktop41%

Tablet8%

CPM Win Rate

$3.99

9%

$3.88

12%

$3.33

12%

$3.50

13%

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%


0.18%

0.23%

0.16%

.11%


Tablet

8%Desktop

41%Mobile

51%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

CTR

CPM

Third-partyData



ContextualCategory

$2.73$3.12

0.18%

$5.71

0.16%

$6.230.13%

$5.68

0.15%

$5.13

0.16%0.16%

$2.73

0.49%

$0

$2

$4

$6

$8

$10

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

CTR CPM

120x6001024x768160x600234x60240x400

$2.53

0.59%

$1.62

0.56%

$2.47

0.39%

$3.14

0.35%

$9.65

0.30%

$3.17

0.93%

$7.27

0.60%

$3.80

0.47%$4.36

0.34% $3.37

0.24%

$2.81

1.26%

$4.64

0.27%

$3.42

0.21%

$16.59

0.35%

CPM CTR

CPM CTR

CPM CTRCPM CTR


160x600 (wide skyscraper) continues to dominate with a high CTR and average CPM. It should be considered when targeting cross-device, as it is a top performer across various device types.

12


Video Completion Rate by Size Video Completion Rate by Length

Length Completion Rate

:15 62.95%

:30 54.86%

:60 42.12%

:90 35.40%

Creative Size Completion Rate

9545x9545 94.73%

360x640 67.58%

480x360 57.92%

640x360 53.56%

9546x9546 30.38% While the video completion rate (VCR) varied across creative size, overall, it didn’t differ dramatically across video length or video type (in-banner or in-stream).

13

What the Future Holds for Programmatic

Bottom line, programmatic advertising will continue

to expand, with mobile being a key driver in its

growth. In the same article, MediaPost projects

programmatic trading will reach $147 billion by 2021.

Marketers need to focus on adopting a mobile-first

mindset and getting high-quality, first-party data–

especially as the California Consumer Privacy Act

(CCPA), the U.S. equivalent of the GDPR, goes into

effect starting in 2020.

Curious about last year’s findings? Download our

2018 year-end report.

“High-quality, first-party data

is more vital to the success

of programmatic marketing

than ever before.”Matt James, global brand president, Zenith

14

https://www.mediapost.com/publications/article/343745/programmatic-ad-spend-to-hit-147-billion-by-2021.html

https://cdn.choozle.com/wp-content/uploads/2018_Year-end_Benchmark_Report_Infographic.pdf

(And How You Can Apply Them to Your 2020 Strategy) 2019 · Maciej Zawadziński, CEO, Clearcode and...

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