BENCHMARKS: Ad Viewability Impacts CTR, Rich Media Campaigns Drive Engagement
Rich media ads greatly increase brand time and click-through rate. Those are among the main findings of PointRoll’s 2012 Benchmarks Report, which shows that consumers who interact with rich media campaigns average 14 seconds of brand time per interaction — and are five times more likely to click on the ad once they’ve interacted.
Moreover, ads on business-to-business sites generate the highest interaction rates, while expandable rich media ads generate the longest brand interaction times.
Ads on Employment sites were more viewable than ads on any other kind of sites — 68.5% of the ads there were viewable — while ads on Shopping and Auction sites were least viewable; just 34.3% of the ads served on those sites were above the fold.
Meanwhile, standard media ads for categories like “Kids & Family,” “Apparel” and “Toys & Games” perform better than any other categories, but click-through rates for standard media ads come in 27% below the rates for rich media ads, according to PointRoll’s annual Benchmark report.
“Everyone knows that viewability matters,” said PointRoll CEO Mario Diez. “The Benchmarks report quantifies it. For example, campaigns with the highest viewability generate exactly twice the click-through rate of campaigns with the lowest visibility. That’s worth knowing.”