Online Display Advertising Benchmarks: DoubleClick Benchmarks Report

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comprehensive benchmarks including display, interaction and expansion times across creative sizes and industry verticals

Transcript of Online Display Advertising Benchmarks: DoubleClick Benchmarks Report

Page 1: Online Display Advertising Benchmarks: DoubleClick Benchmarks Report

2008 Year-in-Review Benchmarks

The DoubleClick Benchmarks Report is a free report of industry benchmarks that helps

marketers, agencies, and publishers evaluate the performance of online display advertising

campaigns in the U.S., relative to industry norms.

DoubleClick benchmarks are derived from a robust data set of metrics across DART

for Advertisers (DFA), based on rigorous methodology with input from the Advertising

Research Foundation. This data set includes hundreds of advertisers, thousands of

campaigns, and tens of billions of ad impressions.

Data shown here represent activity of a wide range of ad formats for DFA advertisers in the

United States unless otherwise indicated. The majority of data are from January 2008 to

December 2008. The data on interaction rates and interaction times are from April 2008 to

December 2008.

Executive Summary

Overall U.S. campaign performance norms for 2008 across DoubleClick image, Flash, and

rich media campaigns are as follows:

Key observations:

• Clicksandinteractionratescorrelatestronglytoadsize: Larger creative sizes tend

to produce higher click-through rates and/or interaction rates.

• Videooutperformsnon-videoads: DoubleClick Rich Media video ad units generally

experience higher click-through rates and interaction rates than non-video DoubleClick

rich media ad formats.

lEaRn moRE

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ExecutiveSummary............................................................................................1StaticImageAdBenchmarks............................................................................2FlashAdBenchmarks.........................................................................................3RichMediaAdBenchmarks..............................................................................4WorldwideOverallPerformanceNorms........................................................ 14Appendix........................................................................................................... 16

June 2009

research

research report

Country Click-throughRate(CTR)

InteractionRate

AverageInteractionTime

ExpansionRate

VideoCompleteRate

AverageDisplayTime

AverageExpandingTime

United States

0.10% 2.11% 10.29 secs 2.46% 54.52% 32.13 secs

6.50 secs

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2008 Year-in-Review Benchmarks

Static Image ad Benchmarks

Click-through Rate by Creative SizesFigure 1

Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008

0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%

Half Page Ad (300x600)

Wide Skyscraper (160x600)

Vertical Rectangle (240x400)

Large Rectangle (336x280)

Medium Rectangle (300x250)

Skyscraper (120x600)

Leaderboard (728x90)

Square Pop-Up (250x250)

3:1 Rectangle (300x100)

Vertical Banner (120x240)

Full Banner (468x60)

Rectangle (180x150)

0.20%

0.11%

0.37%

0.15%

0.13%

0.09%

0.09%

0.26%

0.9%

0.7%

0.8%

0.12%

Click-through Rate by Industry VerticalFigure 2

Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major industry verticals only, January – December 2008

0.05% 0.10% 0.15% 0.20% 0.25% 0.30%

Auto 0.13%

B2B 0.10%

CPG 0.10%

Financial Services 0.07%

Media/Entertainment 0.12%

Retail 0.11%

Tech 0.11%

Telecom 0.09%

Travel 0.10%

Wellness 0.13%

overall Click-through Rate (CTR) 0.11%

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2008 Year-in-Review Benchmarks

Flash ads

overall Click-through Rate (CTR) 0.10%

Click-through Rate by Creative SizesFigure 3

Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008

0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%

Half Page Ad (300x600)

Wide Skyscraper (160x600)

Vertical Rectangle (240x400)

Large Rectangle (336x280)

Medium Rectangle (300x250)

Skyscraper (120x600)

Leaderboard (728x90)

Square Pop-Up (250x250)

3:1 Rectangle (300x100)

Vertical Banner (120x240)

Full Banner (468x60)

Rectangle (180x150)

0.22%

0.10%

0.33%

0.12%

0.12%

0.06%

0.08%

0.18%

0.7%

0.5%

0.5%

0.10%

Click-through Rate by Industry VerticalFigure 4

Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major industry verticals only, January – December 2008

0.05% 0.10% 0.15% 0.20% 0.25% 0.30%

Auto 0.12%

B2B 0.08%

CPG 0.09%

Financial Services 0.06%

Media/Entertainment 0.11%

Retail 0.10%

Tech 0.10%

Telecom 0.08%

Travel 0.09%

Wellness 0.09%

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Rich media ad Benchmarks

• Preface: a Primer on Evaluating Rich media ad metrics

• overall Performance norms

• Click-through Rate

• Interaction Rate and Expansion Rate

• average Display Time, Interaction Time, and Expanding Time

• Video Complete Rate

Preface: a Primer on Evaluating Rich media ad metrics

A rich media ad unit can inspire a range of responses from users — not every click in a rich media unit

produces a click-through. When a viewer clicks on a rich media unit, a number of outcomes are possible,

including expanding the unit, playing a video or otherwise interacting with the unit. The call-to-action for

a viewer to click-through competes with all other possible forms of interaction within the unit. As a result,

click-through rates can be lower for rich media than for other forms of online advertising where the click-

through is the only form of user interaction.

The objective of rich media ads isn’t always to drive clicks — they are often used to provide users with

an experience within the ad itself. Therefore, engagement metrics such as interaction rates, interactions

times, video completion, and expansions are important measures of the success of such ads. Also keep

in mind that conversion activity can happen within the ad unit itself: A click could result in the user

downloading a report from the ad unit, signing up for more information through a form on the ad unit,

locating a product by zip code, or playing a video within the ad unit. Advertisers should consider the goals

of the campaign at hand, and evaluate the performance of their campaigns based on the most relevant

rich media ad metric.

overall Rich media Performance norms

CreativeType

Click-throughRate(CTR)

InteractionRate

AverageInteractionTime

ExpansionRate

VideoCompleteRate

AverageDisplayTime

AverageExpandingTime

Rich media

0.09% 2.11% 10.29 secs 2.46% 54.52% 32.13 secs

6.50 secs

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Click-through Rate by DoubleClick Rich media Format

Video exhibits higher click-through rates than non-video for both in-page as well as expanding rich

media formats.

Click-through Rate (CTR) by Creative Size for In-Page and Expanding DoubleClick Rich media Formats

Click-through Rate by DoubleClick Rich media FormatFigure 5

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008

0.00%

0.05%

0.10%

0.15%

DoubleClick Rich Media In-Page

(Non-Video)

DoubleClick Rich Media Expanding

(Non-Video)

DoubleClick Rich Media Expanding

(Video)

DoubleClick Rich Media In-Page

(Video)

0.09%0.08%

0.10%0.10%

DoubleClick Rich media In-Page (Video) - Click-through RateFigure 6

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

Wide Skyscraper (160x600)

Leaderboard (728x90)

0.09%

0.16%

0.06%

0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%

Half Page Ad (300x600) 0.26%

Medium Rectangle (300x250) 0.12%

Skyscraper (120x600) 0.13%

Full Banner (468x60) 0.09%

Large Rectangle (336x280)

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DoubleClick Rich media In-Page (non-Video) - Click-through RateFigure 7

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

Leaderboard (728x90)

0.13%

0.06%

0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%

Half Page Ad (300x600) 0.19%

Medium Rectangle (300x250) 0.11%

Skyscraper (120x600) 0.09%

Full Banner (468x60) 0.07%

Large Rectangle (336x280)

Wide Skyscraper (160x600) 0.11%

DoubleClick Rich media Expandable (Video) - Click-through RateFigure 8

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

0.16%

0.09%

0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%

Half Page Ad (300x600) 0.27%

Medium Rectangle (300x250) 0.13%

Skyscraper (120x600) 0.10%

Full Banner (468x60) 0.17%

Large Rectangle (336x280)

Wide Skyscraper (160x600) 0.08%

Leaderboard (728x90)

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Interaction and Expansion Rates

Consider video over non-video for higher interaction and expansion rates in both in-page as well as

expanding rich media formats.

DoubleClick Rich media Expandable (non-Video) - Click-through Rate

Figure 9

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

0.15%

0.07%

0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%

Half Page Ad (300x600) 0.10%

Medium Rectangle (300x250) 0.11%

Skyscraper (120x600) 0.13%

Full Banner (468x60) 0.11%

Large Rectangle (336x280)

Wide Skyscraper (160x600) 0.09%

Leaderboard (728x90)

Interaction Rate and Expansion Rate by DoubleClick Rich media Format

Figure 10

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

DoubleClick Rich Media Expanding

(Video)

DoubleClick Rich Media Expanding

(Non-Video)

DoubleClick Rich Media In-Page

(Video)

DoubleClick Rich Media In-Page

(Non-Video)

2.48%2.65%

2.08%

2.35% 2.29%

1.99%

Interaction rate Expansion rate

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Interaction Rate by Creative Size

DoubleClick Rich media In-Page (Video) - Interaction RateFigure 11

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

3.40%

1.38%

0.00% 1.00% 2.00% 3.00% 4.00% 5.00%

Half Page Ad (300x600) 4.88%

Medium Rectangle (300x250) 2.78%

Skyscraper (120x600) 2.13%

Large Rectangle (336x280)

Wide Skyscraper (160x600) 2.25%

Leaderboard (728x90)

DoubleClick Rich media In-Page (non-Video) - Interaction Rate Figure 12

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

3.01%

1.40%

0.00% 1.00% 2.00% 3.00% 4.00% 5.00%

Half Page Ad (300x600) 4.53%

Medium Rectangle (300x250) 2.51%

Skyscraper (120x600) 1.73%

Large Rectangle (336x280)

Wide Skyscraper (160x600) 2.15%

Leaderboard (728x90)

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Interaction Rate and Expansion Rate by Creative Size

DoubleClick Rich media Expandable (Video) - Interaction Rate and Expansion Rate

Figure 13

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%

3.73%

4.29%

2.44%

1.92%

2.50%

6.19%

Interaction rate Expansion rate

Half Page Ad (300x600)

Wide Skyscraper(160x600)

Large Rectangle (336x280)

Medium Rectangle (300x250)

Skyscraper (120x600)

Leaderboard (728x90)

3.06%

2.59%

1.85%2.54%

2.10%

2.71%

DoubleClick Rich media Expandable (non-Video) - Interaction Rate and Expansion Rate

Figure 14

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%

3.36%

3.34%

1.09%

2.02%

1.75%

5.51%

Interaction rate Expansion rate

Half Page Ad (300x600)

Wide Skyscraper(160x600)

Large Rectangle (336x280)

Medium Rectangle (300x250)

Skyscraper (120x600)

Leaderboard (728x90)

2.81%

2.50%

2.10%2.30%

1.40%

2.50%

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Click-through Rate (CTR), Interaction Rate, and Expansion Rate by Industry Vertical for DoubleClick Rich media Formats

Figure 15

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media formats only, a cross section of major industry verticals only, January – December 2008

IndustryVertical Click-throughRate InteractionRate ExpansionRate

Auto 0.09 2.00 1.76

B2B 0.08 3.27 4.50

CPG 0.10 3.07 3.01

Financial Services 0.06 2.43 2.51

Media / Entertainment 0.16 2.87 1.83

Retail 0.10 3.12 4.86

Tech 0.12 2.73 2.56

Telecom 0.08 1.98 1.45

Travel 0.08 2.30 3.76

Wellness 0.08 4.16 2.95

average Display Time, Interaction Time, and Expanding Time by DoubleClick Rich media Format

Figure 16

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008

0.00 sec

5.00 sec

10.00 sec

15.00 sec

20.00 sec

25.00 sec

30.00 sec

35.00 sec

40.00 sec

DoubleClick Rich Media Expanding

(Video)

DoubleClick Rich Media Expanding

(Non-Video)

DoubleClick Rich Media In-Page

(Video)

DoubleClick Rich Media In-Page

(Non-Video)

32.99sec

Average Interaction Time (sec)Average Expanding Time (sec)Average Display Time (sec)

10.67sec

27.66sec

5.86sec

9.04sec

36.18sec

10.89sec

29.93sec

7.85sec

8.67sec

average Display Time, Interaction Time, and Expanding Time

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DoubleClick Rich media In-Page Figure 17

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page format only, a cross section of standard ad sizes only, January – December 2008

Averagedisplaytime(secs)

Averageinteractiontime(secs)

Half Page Ad (300x600) Video 31.60 9.79

Half Page Ad (300x600) Non-Video 39.10 11.38

Wide Skyscraper (160x600) Video 34.31 9.75

Wide Skyscraper (160x600) Non-Video 31.77 9.34

Large Rectangle (336x280) Video 44.81 11.47

Large Rectangle (336x280) Non-Video 48.11 10.62

Medium Rectangle (300x250) Video 36.30 10.85

Medium Rectangle (300x250) Non-Video 33.45 10.29

Skyscraper (120x600) Video 37.64 10.51

Skyscraper (120x600) Non-Video 35.89 10.78

Leaderboard (728x90) Video 35.52 10.32

Leaderboard (728x90) Non-Video 31.90 10.22

Full Banner (468x60) Video 38.48 10.00

Full Banner (468x60) Non-Video 33.36 7.58

average Display Time, Interaction Time, and Expanding Time by Creative Size and Rich media Format

DoubleClick Rich media Expandable - average Display Time, Expanding Time, and Interaction Time

Figure 18

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media expanding format only, a cross section of standard ad sizes only, January – December 2008

Averagedisplaytime(secs)

Averageexpandingtime(secs)

Averageinteractiontime(secs)

Half Page Ad (300x600) Video 25.25 6.94 7.26

Half Page Ad (300x600) Non-Video 32.70 5.00 8.22

Wide Skyscraper (160x600) Video 26.53 11.53 9.27

Wide Skyscraper (160x600) Non-Video 24.13 5.86 7.69

Large Rectangle (336x280) Video 38.59 12.67 8.42

Large Rectangle (336x280) Non-Video 35.81 9.65 8.43

Medium Rectangle (300x250) Video 29.82 7.41 7.95

Medium Rectangle (300x250) Non-Video 27.74 6.19 7.56

Skyscraper (120x600) Video 29.16 7.39 6.94

Skyscraper (120x600) Non-Video 34.34 4.74 6.10

Leaderboard (728x90) Video 31.18 7.24 8.33

Leaderboard (728x90) Non-Video 28.81 5.49 8.74

Full Banner (468x60) Video 32.84 4.94 1.99

Full Banner (468x60) Non-Video 28.14 5.83 2.96

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Video Complete Rate

Video Complete Rate by Creative Size

Video Complete Rate by FormatFigure 19

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

DoubleClick Rich Media Expanding (Video) DoubleClick Rich Media In-Page (Video)

35.25%

62.32%

DoubleClick Rich media In-Page (Video) - Video Complete RateFigure 20

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page video format only, a cross section of standard ad sizes only, January – December 2008

61.90%

66.83%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

Half Page Ad (300x600) 43.83%

Medium Rectangle (300x250) 56.59%

Skyscraper (120x600) 71.48%

Large Rectangle (336x280)

Wide Skyscraper (160x600) 67.53%

Leaderboard (728x90)

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DoubleClick Rich media Expandable (Video) - Video Complete Rate

Figure 21

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media expanding video format only, a cross section of standard ad sizes only, January – December 2008

34.29%

34.50%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%

Half Page Ad (300x600) 24.26%

Medium Rectangle (300x250) 36.82%

Skyscraper (120x600) 36.04%

Large Rectangle (336x280)

Wide Skyscraper (160x600) 34.78%

Leaderboard (728x90)

Video Complete Rate by Industry Vertical

Figure 22

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media video format only, a cross section of major verticals only, January – December 2008

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%

Auto 61.41%

B2B 45.45%

CPG 45.51%

Financial Services 53.33%

Media/Entertainment 35.98%

Retail 57.23%

Tech 60.65%

Telecom 60.29%

Travel 42.42%

Wellness 45.93%

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overall Worldwide Click-through Rate across Static Image, Flash, and Rich media ad Formats

Figure 23

Source: DoubleClick DART for Advertisers, a cross section of regions, January – December 2008

Country OverallClick-throughRate

Australia 0.10%

Austria 0.15%

Belgium 0.17%

Canada 0.10%

China 0.18%

Denmark 0.12%

Finland 0.09%

France 0.12%

Germany 0.13%

Greece 0.18%

Hong Kong 0.21%

Hungary 0.11%

India 0.20%

Ireland 0.08%

Italy 0.12%

Luxembourg 0.08%

Malaysia 0.29%

Netherlands 0.16%

New Zealand 0.14%

Norway 0.07%

Singapore 0.20%

Spain 0.14%

Sweden 0.10%

Switzerland 0.11%

Turkey 0.14%

United Arab Emirates 0.26%

United Kingdom 0.08%

United States 0.10%

Worldwide overall Performance norms

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DoubleClick Rich media metrics across a Cross-Section of Regions Figure 24

Source: DoubleClick DART for Advertisers, a cross section of regions with statistically significant rich media metrics, January – December 2008

Country InteractionRate

ExpansionRate

VideoCompleteRate

AverageInteractionTime

AverageExpandingTime

AverageDisplayTime

Australia 3.70% 5.96% 38.73% 10.12 secs 8.06 secs 41.84 secs

Belgium 3.06% N/A 38.81% 8.22 secs 3.25 secs 26.29 secs

Canada 3.45% 5.28% 67.66% 9.26 secs 4.81 secs 41.27 secs

France 3.31% 7.16% 54.18% 9.19 secs 15.89 secs 38.26 secs

Germany 4.10% 7.72% 59.91% 8.32 secs 5.56 secs 31.72 secs

Hong Kong 4.72% 9.67% 27.11% 9.67 secs 4.29 secs 10.98 secs

Ireland 2.08% 4.10% 42.07% 10.55 secs 10.46 secs 32.82 secs

Italy 3.42% N/A 55.38% 8.85 secs 7.98 secs 35.67 secs

Luxembourg 2.14% 6.00% 34.24% 9.08 secs 7.73 secs 30.98 secs

Malaysia 4.49% 9.67% N/A 8.60 secs 5.57 secs 45.15 secs

Netherlands 4.45% 9.57% 43.68% 7.97 secs 3.81 secs 29.82 secs

Singapore 3.80% 6.91% 37.69% 10.10 secs 5.29 secs 31.20 secs

Sweden 3.41% N/A N/A 9.39 secs N/A 34.66 secs

United Kingdom 2.29% 4.77% 47.41% 9.30 secs 7.04 secs 32.20 secs

United States 2.11% 2.46% 54.52% 10.29 secs 6.50 secs 32.13 secs

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appendix

appendix a: about the Source Data

DoubleClick has built a robust software tool to analyze online advertising campaign activity across its

DART ad serving platform. Presently, the tool reports click-through rates, interaction rates, interaction

times, expansion rates, expansion times and video complete rates for ads for thousands of advertisers

using the DART for Advertisers (DFA) and DoubleClick Rich Media platforms. These data are carefully

normalized to reflect industry norms to the best of our ability. The Advertising Research Foundation (ARF)

was consulted on the design of this tool and advised on aspects of its methodological design, including

the use of medians instead of mean averages for the calculation of the benchmark metrics noted above.

Data shown here represent activity of a wide range of ad formats for DFA advertisers in the United States

unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on

interaction rates and interaction times are from April 2008 to December 2008.

The dataset used for the DoubleClick benchmarks reports of the activity of thousands of DFA advertisers

that have been categorized by industry and country geography. Industry categories are defined by the

sub-categories they represent. To make category assignments, each DFA advertiser is assigned to a single

industry sub-category. Subcategory assignments then roll-up into category assignments. For example,

the Media and Entertainment industry category is a roll-up of advertiser data from seventeen sub-

categories, including Music, Movies, Sports, Arts and others. To ensure statistical soundness as well as

client confidentiality, minimums have been applied to the data sets that can be reported on: at least four

advertisers and four DART networks must be represented for any metric to be reported at any dimension

of the data (e.g., by creative size, by time period).

appendix B: Definition of Interaction Rate and Interactions

InteractionRate: The ratio of DoubleClick Rich Media ad interactions to the number of rich media ad

impressions displayed. This number is reached using the following calculation:

Interactions ÷ Rich Media Impressions

Interactions:The number of times users interacted with a DoubleClick Rich Media ad.

An interaction is uniquely counted only once per impression.

Interactions are captured when the user does one or more of the following:

• Mouses over the ad for 1 continuous second

• Clicks an Exit link

• Makes the ad display in Full Screen mode

• Expands the ad

appendix C: Definition of average Interaction Time

AverageInteractionTime: The average amount of time, in seconds, that a user interacts with a

DoubleClick Rich Media ad. Time from multiple interactions with an ad during a single ad view are

aggregated.

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www.doubleclick.com

©2009 Google Inc. DoubleClick is a division of Google Inc. All rights reserved. 090616_1676093

USHeadquarters

76 Ninth Avenue

6th Floor

New York, NY 10011

Tel: 212-683-0001

Tel: 866-683-0001 (toll free)

Fax: 212-287-1203

EMEAHeadquarters

Gordon House

Barrow Street

Dublin 4

Ireland

Tel: +353 1 543 0100

Fax: +353 1 436 1001

AsiaPacificHeadquarters

Suite 19, Level 1

88 Cumberland Street

The Rocks,

Sydney, NSW 2000

Australia

Tel: +61 (0)2 8247 3700

Fax: +61 (0)2 8247 3701

appendix D: Definition of Expansion Rate

ExpansionRate: Expansion rate is calculated by dividing Expansions by DoubleClick Rich Media

Expanding ad impressions.

Expansions are counted when a user expands the ad by either rolling over the ad or by clicking on it and

the ad reaches its expanded state.

An expansion is counted only once per impression

appendix E: Definition of average Expanding Time

AverageExpandingTime: The average length of time, in seconds, that an expanding ad is viewed in its

expanded state. Time from multiple expansions during a single ad view are aggregated. Timer starts when

the ad reaches the expanded state and stops when it collapses.

Any expansion time that exceeds four minutes is capped. This extended expansion time can occur, for

example, when a user opens an expanding ad on his or her browser, then steps away for an hour without

collapsing the ad or closing the browser. The capping rule helps prevent skewed results.

appendix F: measuring Video Completes

The video complete rate is calculated by the following formula and definitions:

Video Completes ÷ Video Plays

VideoCompletes: The number of times a video played to its completion. For example, the number of

times a 15-second video plays for its full 15 seconds.

VideoPlays: The number of impressions where a video started to play.

about DoubleClick

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and affiliate marketing to help them make the most of the digital medium. From its position at the nerve

center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers.

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