Must Read Verizon, Google Debate The Future Of Video ‘Pipes,’ Facebook’s Growing Front 100% Mobile Viewability Guarantees ‘Will Become Table Stakes’ Fraudsters Locate A New Frontier Verizon-AOL Deal Foretells More Merger Fervor Verizon Will Buy AOL For $4.4 Billion In Media And Ad Tech Expansion How Fraud And Viewability Metrics Are Affecting Ad Peformance, Pricing How The Rise Of Publisher Coalitions Helps Programmatic App Annie Buys Mobidia For Access To More Usage Data Rubicon Project Grows Revenue 62%, Orders Biz Takes Off » 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 Name (required) Email (will not be published) (required) Website Comment XHTML: You can use these tags: 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=""> <strike> <strong> Notify me of follow-up comments by email. Notify me of new posts by email.