2013-03-20 12:38:55 -
Rich Media Ads Are 63 Percent Viewable, DG MediaMind Reveals in New Global
Report also shows Interactive Video Increases Engagement Rates over Rich Media
New York, NY, March 20, 2013 - DG (NASDAQ: DGIT) MediaMind announced the release
today of its annual Global Benchmark Report, "Viewability: A New Lens for
Engagement", becoming the first campaign management platform to provide
viewability benchmarks across formats and industries. A new metric shaking up
the online advertising industry, viewability indicates the percentage of ads
that were seen versus served. There is a significant correlation between
viewability and performance; the 63
percent of rich media ads that were viewable
showed a 54.5 percent boost in click-through rates versus total served ads.
In addition, the Benchmarks include a comprehensive analysis of complete 2012
engagement metrics from more than 600 billion display ad impressions from 47
countries worldwide. The full report is available for download here.
Global Trends: Video Fuels Engagement
The report shows that in the US, overall engagement metrics increased for ads
that included interactive and video elements. Click-through rates rose from
0.10% for standard banners to 0.14% for rich media and 1.11% for video.
Interaction rates rose from 2.5% for rich media to 6.4% for interactive in-
stream video (VPAID), an increase of 156 percent. This trend was replicated
In Europe, key events such as the London Olympics, the Euro Cup, the Queen's
Jubilee and other high-profile news stories led to spikes in online traffic
seeking quality news and video content. This was especially relevant for
expandable ads, which saw overall CTR jump in Europe from 0.23% to 0.99%, an
increase of 330% over the previous benchmarks. Dwell rates for rich media jumped
from 2.3% to 7.1% during the same period.
Globally, the report indicates increasing adoption of digital video reflected in
the growth of in-stream video (VAST) ads. Video ads met the threshold to be
included in the new benchmarks in 23 countries versus 16 for the previous
Viewability Drives CTR and Post-Click Conversion
Answering the call for transparency in online advertising metrics, a viewability
standard would shift the currency standard from served impressions to viewable
impressions. This would help assure advertisers that the ads they buy will be
displayed within the viewable screen and for a visually relevant amount of time.
"Before the viewability metric, advertisers did not have a standard way to
detect if an advertisement even had the chance of being seen by consumers," said
Ricky Liversidge, chief marketing officer, DG. "The adoption of viewability as
a standard metric is another step in arming advertisers with the knowledge they
need to measure and execute successful digital campaigns."
Demonstrating the potency of the new measurement, the research showed that non-
viewable impressions (which had no chance of being seen by a consumer) dragged
down overall performance. By eliminating those extraneous impressions,
performance increased dramatically. Globally, the CTR for viewable rich media
ads was 54.5 percent higher than for non-viewable ads, while post-click
conversion rates doubled.
The most viewable rich media ad formats were floating ads, wallpaper ads and
commercial breaks, according to the report, indicating that these highly
interactive and persistent formats are valuable for brands using viewability as
a key performance indicator.
DG MediaMind's viewable impression measurement is pending accreditation from the
To download the full DG MediaMind Global Benchmarking Report for 2012, see here.
DG (NASDAQ: DGIT) is the leading global multiscreen advertising management and
distribution platform, fueling campaign management across TV, online, mobile and
beyond. Through a combination of technology and services, DG empowers brands and
advertisers to work faster, smarter and more competitively. Boasting the world's
largest hybrid satellite and internet network for broadcast video delivery, the
company's unparalleled campaign management encompasses multiscreen ad delivery,
cross-channel research and analytics, and unified asset management. The DG
product portfolio consists of two overarching product lines for online and video
campaign management: MediaMind and VideoFusion.
With New York as a center of operations, DG is a global company that connects
over 14,000 advertisers and 7,400 agencies worldwide with their targeted
audiences through an expansive network of over 50,000 media destinations
across TV broadcast and digital advertising in 78 countries, managing
approximately ten percent of the world's media assets. For more information,
+1 917 549 3337
+1 212 905 6060
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Source: MediaMind via Thomson Reuters ONE