MediaMind : Rich Media Ads Are 63 Percent Viewable, DG MediaMind Reveals in
New Global Benchmarking Report
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
To download the full DG MediaMind Global Benchmarking Report for 2012, see
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 towork 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
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
acrossTV broadcastanddigital advertising in78 countries, managing
approximately ten percent of the world's media assets. For more information,
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This announcement is distributed by Thomson Reuters on behalf of Thomson
The owner of this announcement warrants that:
(i) the releases contained herein are protected by copyright and other
applicable laws; and
(ii) they are solely responsible for the content, accuracy and originality of
information contained therein.
Source: MediaMind via Thomson Reuters ONE
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