Display Ad Benchmarks by Augustine Fou Digital Consigliere
1. Display Ads Benchmarks
Big Portals
Large audience
Publisher/portal
has more power
CPM
10’s of dollars
CTR
0.1%
Ad Networks
Facebook
Lots of long-tail
small websites
Massive number of
impressions
Advertiser has
more power
“Junk” quality and
super-low prices
1’s of dollars
0.01%
10’s of cents
0.001%
Shift allocation to get more impressions or lower cost
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Augustine Fou
2. UPDATE: March 2013
Mobile banner CTR is 8x higher than standard display ads
But mobile display CPMs are lower than or equal to display ad CPMs
Standard banner ad CTR = 0.10%
Rich media banner CTR is 0.15%
Mobile banner CTR is 0.87%
In-stream (video) banner CTR is 1.03%
Source: DG MediaMind March 2013 via MarketingCharts
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3. Ad CTR Benchmarks
2013
Standard banner ads 0.1%
Facebook ads 0.11%
Rich media banner ads 0.12%
Rich media expandable banners 0.19%
Mobile banner ads 0.86%
Mobile ads CTR vs display ads CTR
Social gaming ads 3%
Gaming value exchange ads 11%
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4. CTR by Ad Format
Source: DoubleClick Nov 2013 via SmartInsights
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5. Interaction by Ad Format
Source: DoubleClick Nov 2013 via SmartInsights
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6. So What?
“Advertisers should shift budget from display to
search wherever possible for the greatest
efficiency; within search, they should shift from
paid search to organic search (SEO). Some
advertisers who only need branding impressions
can shift allocations to cheaper and safer
sources of impressions – e.g. Facebook”
- Dr. Augustine Fou
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Augustine Fou
7. Related Articles
Display Social Mobile Video Comparison
By: Augustine Fou, August 2013
Benchmarking Display Ads vs Video Ads
By: Augustine Fou, August 2013
Mobile Search vs Mobile Display
By: Augustine Fou, August 2013
Display Ad Viewability / Viewable Rate
By: Augustine Fou, June 2013
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Augustine Fou
8. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on benchmarking and
then optimizing their digital marketing
activities, with a focus on search
optimization and integration with the
broader marketing mix.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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Augustine Fou