Must Read What Would Happen If AT&T Buys Time Warner And Becomes A Media Giant? Why Atlas And Audience Network Survived Facebook’s Foray Into Ad Tech ANA Masters Airs Familiar Problems, But Only CMOs Can Solve Them Reebok: A Brand Marketer Looks For Performance Turner: Programmatic Has The Highest ROI When It Has A Built-In Measurement Loop Hearst’s Julie Clark: Header Bidding Brings Publishers And Marketers Closer Together SAP: If You Acquire Just To Fill A Tech Gap, You Become A Commodity Latest Forrester Wave Marries Marketing Mix Modeling And Multitouch Attribution Audience Buying Moves Down-Ballot » Benchmarking Display Ads Across Google's DoubleClick For Advertisers Platform by AdExchanger // Tuesday, August 16th, 2011 – 3:51 pm Share: Using 2010 data from its DoubleClick for Advertisers platform, Google has released its latest display ad benchmark figures "for the entirety of 2010 by ad format, ad size and industry vertical." Read more on the DoubleClick Advertisers blog. Among the "highlights:" "Interaction rates trended slightly lower when comparing Q4 2010 to Q4 2009" - Display is still a challenged medium if you're looking at clicks as a key interaction metric. "Use of rich media ad formats have doubled." - No surprise here. If you can grab the user's attention, it should only improve performance. "Larger ad sizes tend to generate greater response" - Big ads! Once again, if you can get in front of the user by taking up more screen real estate, you'll get more interaction. Higher CPMs, too. One thing that would be interesting for the display ad team to benchmark in the future is around scarcity - having fewer display ads on a page. Does that impact display ad performance? One would think so. "Big ads" are one form of scarcity in that they likely take the place of several smaller ads. Another interesting benchmark would be around brand metrics. Click, views, mouseovers, reach frequency - some sort of semi-secret sauce, mash-up formula (the Google GRP - the GGRP?) that might give a sense of how awareness is being driven in display - or not. For all of you data visualization lovers, Google has put together some slick, Google "Watch This Space"-branded data viz interpretations of the Benchmarks including: CTR benchmarks Rich Media benchmarks In-Stream video Given some of the tepid but refreshingly transparent results about the display channel shown in Google's study, it's clear that display isn't easy - it's not Search that's for sure! By John Ebbert Add a comment Click here to cancel reply. Name (required) Email (will not be published) (required) Website Comment XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong> Notify me of follow-up comments by email. Notify me of new posts by email.