BENCHMARKS: Ad Viewability Impacts CTR, Rich Media Campaigns Drive Engagement

CTR ViewabilityRich 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.”

See MediaPost’s coverage on PointRoll’s benchmarks here.

About The Author

Kailei Richardson

Kailei Richardson is the director of marketing as well as our resident social media subject matter expert. In her role, she leads strategic marketing efforts across PointRoll, as well as educates key clients on how to leverage social media and distributed content capabilities to build their brands and engage consumers. Prior to PointRoll Kailei worked in digital marketing strategy and mobile product management at A.H. Belo and, in her former career, in change management consulting at Accenture. An early adopter of social media, Kailei started her first blog in 2005 and has been keeping up with social media ever since. She holds an MBA in marketing and media management from the Kellogg School of Management at Northwestern University and a BA in interdisciplinary studies in society and culture from Emory University.

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