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research research report June 2009

2008 Year-in-Review Benchmarks

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Executive Summary............................................................................................. 1 Static Image Ad Benchmarks ............................................................................ 2 Flash Ad Benchmarks ..........................................................................................3 Rich Media Ad Benchmarks ............................................................................... 4 Worldwide Overall Performance Norms......................................................... 14 Appendix............................................................................................................ 16

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The DoubleClick Benchmarks Report is a free report of industry benchmarks that helps marketers, agencies, and publishers evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms. DoubleClick benchmarks are derived from a robust data set of metrics across DART for Advertisers (DFA), based on rigorous methodology with input from the Advertising Research Foundation. This data set includes hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions. Data shown here represent activity of a wide range of ad formats for DFA advertisers in the United States unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on interaction rates and interaction times are from April 2008 to December 2008.

Executive Summary Overall U.S. campaign performance norms for 2008 across DoubleClick image, Flash, and rich media campaigns are as follows: Country Clickthrough Rate (CTR) United States

0.10%

Interaction Average Expansion Video Average Average Rate Interaction Rate Complete Display Expanding Time Rate Time Time 2.11%

10.29 secs

2.46%

54.52%

32.13 secs

6.50 secs

Key observations:

•

Clicks and interaction rates correlate strongly to ad size: Larger creative sizes tend to produce higher click-through rates and/or interaction rates.

•

Video outperforms non-video ads: DoubleClick Rich Media video ad units generally experience higher click-through rates and interaction rates than non-video DoubleClick rich media ad formats.


2008 Year-in-Review Benchmarks

Static Image Ad Benchmarks Overall Click-through Rate (CTR) 0.11%

Figure 1

Click-through Rate by Creative Sizes

Half Page Ad (300x600)

0.20% Wide Skyscraper (160x600) 0.11%

Vertical Rectangle (240x400)

0.37% 0.15%

Large Rectangle (336x280)

0.13%

Medium Rectangle (300x250)

Skyscraper (120x600) 0.09% Leaderboard (728x90) 0.09% 0.26%

Square Pop-Up (250x250) 3:1 Rectangle (300x100) 0.09% Vertical Banner (120x240) 0.07% Full Banner (468x60) 0.08% 0.12%

Rectangle (180x150) 0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008

Figure 2

Click-through Rate by Industry Vertical 0.13%

Auto B2B

0.10%

CPG

0.10% Financial Services 0.07%

Media/Entertainment

0.12%

Retail

0.11%

Tech

0.11%

Telecom Travel

0.09% 0.10%

Wellness 0.05%

0.13% 0.10%

0.15%

0.20%

0.25%

0.30%

Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major industry verticals only, January – December 2008

2


2008 Year-in-Review Benchmarks

Flash Ads Overall Click-through Rate (CTR) 0.10%

Figure 3

Click-through Rate by Creative Sizes

Half Page Ad (300x600)

0.22% Wide Skyscraper (160x600) 0.10%

Vertical Rectangle (240x400)

0.33%

Large Rectangle (336x280)

0.12%

Medium Rectangle (300x250)

0.12%

Skyscraper (120x600) 0.06% Leaderboard (728x90) 0.08% 0.18%

Square Pop-Up (250x250)

3:1 Rectangle (300x100) 0.07% Vertical Banner (120x240) 0.05% Full Banner (468x60) 0.05% 0.10%

Rectangle (180x150) 0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008

Figure 4

Click-through Rate by Industry Vertical 0.12%

Auto B2B CPG

0.08% 0.09%

Financial Services 0.06% Media/Entertainment 0.11% Retail

0.10%

Tech

0.10%

Telecom

0.08%

Travel

0.09%

Wellness

0.09%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major industry verticals only, January – December 2008

3


2008 Year-in-Review Benchmarks

Rich Media Ad Benchmarks

Preface: A Primer on Evaluating Rich Media Ad Metrics

Overall Performance Norms

Click-through Rate

Interaction Rate and Expansion Rate

Average Display Time, Interaction Time, and Expanding Time

Video Complete Rate

Preface: A Primer on Evaluating Rich Media Ad Metrics A rich media ad unit can inspire a range of responses from users — not every click in a rich media unit produces a click-through. When a viewer clicks on a rich media unit, a number of outcomes are possible, including expanding the unit, playing a video or otherwise interacting with the unit. The call-to-action for a viewer to click-through competes with all other possible forms of interaction within the unit. As a result, click-through rates can be lower for rich media than for other forms of online advertising where the clickthrough is the only form of user interaction. The objective of rich media ads isn’t always to drive clicks — they are often used to provide users with an experience within the ad itself. Therefore, engagement metrics such as interaction rates, interactions times, video completion, and expansions are important measures of the success of such ads. Also keep in mind that conversion activity can happen within the ad unit itself: A click could result in the user downloading a report from the ad unit, signing up for more information through a form on the ad unit, locating a product by zip code, or playing a video within the ad unit. Advertisers should consider the goals of the campaign at hand, and evaluate the performance of their campaigns based on the most relevant rich media ad metric.

Overall Rich Media Performance Norms Creative ClickType through Rate (CTR) Rich media

0.09%

Interaction Average Expansion Video Average Rate Interaction Rate Complete Display Time Rate Time 2.11%

10.29 secs

4

2.46%

54.52%

32.13 secs

Average Expanding Time 6.50 secs


2008 Year-in-Review Benchmarks

Click-through Rate by DoubleClick Rich Media Format Video exhibits higher click-through rates than non-video for both in-page as well as expanding rich media formats.

Figure 5

Click-through Rate by DoubleClick Rich Media Format

0.15% 0.10%

0.09%

0.10%

0.10%

0.08%

0.05%

0.00% DoubleClick Rich Media In-Page (Non-Video)

DoubleClick Rich Media Expanding (Non-Video)

DoubleClick Rich Media In-Page (Video)

DoubleClick Rich Media Expanding (Video)

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008

Click-through Rate (CTR) by Creative Size for In-Page and Expanding DoubleClick Rich Media Formats Figure 6

DoubleClick Rich Media In-Page (Video) - Click-through Rate

Half Page Ad (300x600)

0.26% Wide Skyscraper (160x600) 0.09%

Large Rectangle (336x280) Medium Rectangle (300x250) Skyscraper (120x600)

0.16% 0.12% 0.13%

Leaderboard (728x90) 0.06% Full Banner (468x60) 0.00%

0.05%

0.09% 0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

5

0.40%


2008 Year-in-Review Benchmarks

Figure 7

DoubleClick Rich Media In-Page (Non-Video) - Click-through Rate

Half Page Ad (300x600)

0.19%

Wide Skyscraper (160x600) 0.11% Large Rectangle (336x280)

0.13% Medium Rectangle (300x250) 0.11%

Skyscraper (120x600)

0.09%

Leaderboard (728x90) 0.06% Full Banner (468x60) 0.07% 0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

Figure 8

DoubleClick Rich Media Expandable (Video) - Click-through Rate

Half Page Ad (300x600)

0.27%

Wide Skyscraper (160x600) 0.08% Large Rectangle (336x280) Medium Rectangle (300x250) Skyscraper (120x600)

0.16% 0.13%

0.10%

Leaderboard (728x90) 0.09% Full Banner (468x60) 0.00%

0.05%

0.17% 0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

6


2008 Year-in-Review Benchmarks

Figure 9

DoubleClick Rich Media Expandable (Non-Video) Click-through Rate

Half Page Ad (300x600)

0.10% Wide Skyscraper (160x600) 0.09%

Large Rectangle (336x280)

0.15% Medium Rectangle (300x250) 0.11%

Skyscraper (120x600)

0.13%

Leaderboard (728x90) 0.07% Full Banner (468x60) 0.00%

0.05%

0.11% 0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

Interaction and Expansion Rates Consider video over non-video for higher interaction and expansion rates in both in-page as well as expanding rich media formats.

Figure 10

Interaction Rate and Expansion Rate by DoubleClick Rich Media Format

3.00% 2.35%

2.50% 1.99%

2.08%

DoubleClick Rich Media In-Page (Non-Video)

DoubleClick Rich Media Expanding (Non-Video)

2.48%

2.65%

2.29%

2.00% 1.50% 1.00% 0.50% 0.00%

Interaction rate

DoubleClick Rich Media In-Page (Video)

DoubleClick Rich Media Expanding (Video)

Expansion rate

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008

7


2008 Year-in-Review Benchmarks

Interaction Rate by Creative Size

Figure 11

DoubleClick Rich Media In-Page (Video) - Interaction Rate

Half Page Ad (300x600)

4.88%

Wide Skyscraper (160x600)

2.25% 3.40%

Large Rectangle (336x280) Medium Rectangle (300x250)

2.78%

Skyscraper (120x600) Leaderboard (728x90) 0.00%

2.13% 1.38%

1.00%

2.00%

3.00%

4.00%

5.00%

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

Figure 12

DoubleClick Rich Media In-Page (Non-Video) - Interaction Rate

Half Page Ad (300x600)

4.53%

Wide Skyscraper (160x600)

2.15% 3.01%

Large Rectangle (336x280) Medium Rectangle (300x250) Skyscraper (120x600) Leaderboard (728x90) 0.00%

1.00%

2.51% 1.73% 1.40% 2.00%

3.00%

4.00%

5.00%

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

8


2008 Year-in-Review Benchmarks

Interaction Rate and Expansion Rate by Creative Size

Figure 13

DoubleClick Rich Media Expandable (Video) - Interaction Rate and Expansion Rate 6.19%

Half Page Ad (300x600)

2.44% 1.92%

Wide Skyscraper (160x600)

2.50% 3.73%

Large Rectangle (336x280)

4.29% 3.06%

Medium Rectangle (300x250)

2.59% 1.85%

Skyscraper (120x600)

2.54% 2.10%

Leaderboard (728x90) 0.00%

2.71%

1.00%

2.00%

3.00%

4.00%

Interaction rate

5.00%

6.00%

7.00%

Expansion rate

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

Figure 14

DoubleClick Rich Media Expandable (Non-Video) - Interaction Rate and Expansion Rate 5.51%

Half Page Ad (300x600) 1.09% Wide Skyscraper (160x600)

2.02% 1.75% 3.36%

Large Rectangle (336x280)

3.34% 2.81% 2.50%

Medium Rectangle (300x250)

2.10% 2.30%

Skyscraper (120x600) Leaderboard (728x90) 0.00%

1.00%

1.40% 2.50% 2.00%

3.00%

4.00%

Interaction rate

5.00%

6.00%

7.00%

Expansion rate

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of standard ad sizes only, January – December 2008

9


2008 Year-in-Review Benchmarks

Figure 15

Click-through Rate (CTR), Interaction Rate, and Expansion Rate by Industry Vertical for DoubleClick Rich Media Formats

Industry Vertical

Click-through Rate

Auto

Interaction Rate

0.09

Expansion Rate 2.00

1.76

B2B

0.08

3.27

4.50

CPG

0.10

3.07

3.01

Financial Services

0.06

2.43

2.51

Media / Entertainment

0.16

2.87

1.83

Retail

0.10

3.12

4.86

Tech

0.12

2.73

2.56

Telecom

0.08

1.98

1.45

Travel

0.08

2.30

3.76

Wellness

0.08

4.16

2.95

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media formats only, a cross section of major industry verticals only, January – December 2008

Average Display Time, Interaction Time, and Expanding Time Figure 16

40.00 sec 35.00 sec

Average Display Time, Interaction Time, and Expanding Time by DoubleClick Rich Media Format 36.18 sec

32.99 sec

29.93 sec

27.66 sec

30.00 sec 25.00 sec 20.00 sec 15.00 sec

10.67 sec 5.86 sec

10.00 sec

10.89 sec

9.04 sec

7.85 8.67 sec sec

5.00 sec 0.00 sec

DoubleClick Rich Media In-Page (Non-Video)

DoubleClick Rich Media Expanding (Non-Video)

Average Display Time (sec)

DoubleClick Rich Media In-Page (Video)

Average Expanding Time (sec)

DoubleClick Rich Media Expanding (Video) Average Interaction Time (sec)

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008

10


2008 Year-in-Review Benchmarks

Average Display Time, Interaction Time, and Expanding Time by Creative Size and Rich Media Format Figure 17

DoubleClick Rich Media In-Page Average display time (secs)

Average interaction time (secs)

Half Page Ad (300x600)

Video

31.60

9.79

Half Page Ad (300x600)

Non-Video

39.10

11.38

Wide Skyscraper (160x600)

Video

34.31

9.75

Wide Skyscraper (160x600)

Non-Video

31.77

9.34

Large Rectangle (336x280)

Video

44.81

11.47

Large Rectangle (336x280)

Non-Video

48.11

10.62

Medium Rectangle (300x250) Video

36.30

10.85

Medium Rectangle (300x250) Non-Video

33.45

10.29

Skyscraper (120x600)

Video

37.64

10.51

Skyscraper (120x600)

Non-Video

35.89

10.78

Leaderboard (728x90)

Video

35.52

10.32

Leaderboard (728x90)

Non-Video

31.90

10.22

Full Banner (468x60)

Video

38.48

10.00

Full Banner (468x60)

Non-Video

33.36

7.58

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page format only, a cross section of standard ad sizes only, January – December 2008

Figure 18

DoubleClick Rich Media Expandable - Average Display Time, Expanding Time, and Interaction Time Average display time (secs)

Average expanding time (secs)

Average interaction time (secs)

Half Page Ad (300x600)

Video

25.25

6.94

7.26

Half Page Ad (300x600)

Non-Video

32.70

5.00

8.22

Wide Skyscraper (160x600)

Video

26.53

11.53

9.27

Wide Skyscraper (160x600)

Non-Video

24.13

5.86

7.69

Large Rectangle (336x280)

Video

38.59

12.67

8.42

Large Rectangle (336x280)

Non-Video

35.81

9.65

8.43

Medium Rectangle (300x250) Video

29.82

7.41

7.95

Medium Rectangle (300x250) Non-Video

27.74

6.19

7.56

Skyscraper (120x600)

Video

29.16

7.39

6.94

Skyscraper (120x600)

Non-Video

34.34

4.74

6.10

Leaderboard (728x90)

Video

31.18

7.24

8.33

Leaderboard (728x90)

Non-Video

28.81

5.49

8.74

Full Banner (468x60)

Video

32.84

4.94

1.99

Full Banner (468x60)

Non-Video

28.14

5.83

2.96

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media expanding format only, a cross section of standard ad sizes only, January – December 2008

11


2008 Year-in-Review Benchmarks

Video Complete Rate

Figure 19

Video Complete Rate by Format

62.32% 60.00% 50.00% 40.00%

35.25%

30.00% 20.00% 10.00% 0.00%

DoubleClick Rich Media Expanding (Video)

DoubleClick Rich Media In-Page (Video)

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008

Video Complete Rate by Creative Size Figure 20

DoubleClick Rich Media In-Page (Video) - Video Complete Rate

Half Page Ad (300x600)

43.83% 67.53%

Wide Skyscraper (160x600) Large Rectangle (336x280)

61.90%

Medium Rectangle (300x250)

56.59% 71.48%

Skyscraper (120x600)

66.83%

Leaderboard (728x90) 0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page video format only, a cross section of standard ad sizes only, January – December 2008

12


2008 Year-in-Review Benchmarks

Figure 21

DoubleClick Rich Media Expandable (Video) Video Complete Rate

Half Page Ad (300x600)

24.26% 34.78%

Wide Skyscraper (160x600) Large Rectangle (336x280)

34.29%

Medium Rectangle (300x250)

36.82% 36.04%

Skyscraper (120x600)

34.50%

Leaderboard (728x90) 0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media expanding video format only, a cross section of standard ad sizes only, January – December 2008

Figure 22

Video Complete Rate by Industry Vertical

61.41%

Auto B2B

45.45%

CPG

45.51% 53.33%

Financial Services Media/Entertainment

35.98%

Retail

57.23%

Tech

60.65%

Telecom Travel

60.29% 42.42%

Wellness 0.00%

10.00% 20.00% 30.00% 40.00%

45.93% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%

Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media video format only, a cross section of major verticals only, January – December 2008

13


2008 Year-in-Review Benchmarks

Worldwide Overall Performance Norms Figure 23

Overall Worldwide Click-through Rate across Static Image, Flash, and Rich Media Ad Formats

Country

Overall Click-through Rate

Australia

0.10%

Austria

0.15%

Belgium

0.17%

Canada

0.10%

China

0.18%

Denmark

0.12%

Finland

0.09%

France

0.12%

Germany

0.13%

Greece

0.18%

Hong Kong

0.21%

Hungary

0.11%

India

0.20%

Ireland

0.08%

Italy

0.12%

Luxembourg

0.08%

Malaysia

0.29%

Netherlands

0.16%

New Zealand

0.14%

Norway

0.07%

Singapore

0.20%

Spain

0.14%

Sweden

0.10%

Switzerland

0.11%

Turkey

0.14%

United Arab Emirates

0.26%

United Kingdom

0.08%

United States

0.10%

Source: DoubleClick DART for Advertisers, a cross section of regions, January – December 2008

14


2008 Year-in-Review Benchmarks

Figure 24

DoubleClick Rich Media Metrics Across a Cross-Section of Regions

Country

Interaction Expansion Video Rate Rate Complete Rate

Average Average Interaction Expanding Time Time

Average Display Time

Australia

3.70%

5.96%

38.73%

10.12 secs

8.06 secs

41.84 secs

Belgium

3.06%

N/A

38.81%

8.22 secs

3.25 secs

26.29 secs

Canada

3.45%

5.28%

67.66%

9.26 secs

4.81 secs

41.27 secs

France

3.31%

7.16%

54.18%

9.19 secs

15.89 secs

38.26 secs

Germany

4.10%

7.72%

59.91%

8.32 secs

5.56 secs

31.72 secs

Hong Kong

4.72%

9.67%

27.11%

9.67 secs

4.29 secs

10.98 secs

Ireland

2.08%

4.10%

42.07%

10.55 secs

10.46 secs

32.82 secs

Italy

3.42%

N/A

55.38%

8.85 secs

7.98 secs

35.67 secs

Luxembourg

2.14%

6.00%

34.24%

9.08 secs

7.73 secs

30.98 secs

Malaysia

4.49%

9.67%

N/A

8.60 secs

5.57 secs

45.15 secs

Netherlands

4.45%

9.57%

43.68%

7.97 secs

3.81 secs

29.82 secs

Singapore

3.80%

6.91%

37.69%

10.10 secs

5.29 secs

31.20 secs

Sweden

3.41%

N/A

N/A

9.39 secs

N/A

34.66 secs

United Kingdom

2.29%

4.77%

47.41%

9.30 secs

7.04 secs

32.20 secs

United States

2.11%

2.46%

54.52%

10.29 secs

6.50 secs

32.13 secs

Source: DoubleClick DART for Advertisers, a cross section of regions with statistically significant rich media metrics, January – December 2008

15


2008 Year-in-Review Benchmarks

Appendix Appendix A: About the Source Data DoubleClick has built a robust software tool to analyze online advertising campaign activity across its DART ad serving platform. Presently, the tool reports click-through rates, interaction rates, interaction times, expansion rates, expansion times and video complete rates for ads for thousands of advertisers using the DART for Advertisers (DFA) and DoubleClick Rich Media platforms. These data are carefully normalized to reflect industry norms to the best of our ability. The Advertising Research Foundation (ARF) was consulted on the design of this tool and advised on aspects of its methodological design, including the use of medians instead of mean averages for the calculation of the benchmark metrics noted above. Data shown here represent activity of a wide range of ad formats for DFA advertisers in the United States unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on interaction rates and interaction times are from April 2008 to December 2008. The dataset used for the DoubleClick benchmarks reports of the activity of thousands of DFA advertisers that have been categorized by industry and country geography. Industry categories are defined by the sub-categories they represent. To make category assignments, each DFA advertiser is assigned to a single industry sub-category. Subcategory assignments then roll-up into category assignments. For example, the Media and Entertainment industry category is a roll-up of advertiser data from seventeen subcategories, including Music, Movies, Sports, Arts and others. To ensure statistical soundness as well as client confidentiality, minimums have been applied to the data sets that can be reported on: at least four advertisers and four DART networks must be represented for any metric to be reported at any dimension of the data (e.g., by creative size, by time period).

Appendix B: Definition of Interaction Rate and Interactions Interaction Rate: The ratio of DoubleClick Rich Media ad interactions to the number of rich media ad impressions displayed. This number is reached using the following calculation: Interactions ÷ Rich Media Impressions Interactions: The number of times users interacted with a DoubleClick Rich Media ad. An interaction is uniquely counted only once per impression. Interactions are captured when the user does one or more of the following:

Mouses over the ad for 1 continuous second

Clicks an Exit link

Makes the ad display in Full Screen mode

Expands the ad

Appendix C: Definition of Average Interaction Time Average Interaction Time: The average amount of time, in seconds, that a user interacts with a DoubleClick Rich Media ad. Time from multiple interactions with an ad during a single ad view are aggregated.

16


2008 Year-in-Review Benchmarks

Appendix D: Definition of Expansion Rate Expansion Rate: Expansion rate is calculated by dividing Expansions by DoubleClick Rich Media Expanding ad impressions. Expansions are counted when a user expands the ad by either rolling over the ad or by clicking on it and the ad reaches its expanded state. An expansion is counted only once per impression

Appendix E: Definition of Average Expanding Time Average Expanding Time: The average length of time, in seconds, that an expanding ad is viewed in its expanded state. Time from multiple expansions during a single ad view are aggregated. Timer starts when the ad reaches the expanded state and stops when it collapses. Any expansion time that exceeds four minutes is capped. This extended expansion time can occur, for example, when a user opens an expanding ad on his or her browser, then steps away for an hour without collapsing the ad or closing the browser. The capping rule helps prevent skewed results.

Appendix F: Measuring Video Completes The video complete rate is calculated by the following formula and definitions: Video Completes ÷ Video Plays Video Completes: The number of times a video played to its completion. For example, the number of times a 15-second video plays for its full 15 seconds. Video Plays: The number of impressions where a video started to play.

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Rich Media performance 2008