Making Smart Investments in Online Advertisingrecursos.anuncios.com/files/428/84.pdf · Online display advertising Newspaper Network TV Cable TV networks Consumer magazine Radio Spot

FINANCIAL SERVICES

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CONVERSION RATE

CL ICK THROUGH RATE

Best perform -ing financial placementsFor direct response, most environments trail pretty close to the average Conversion Rate. Maps, Travel, Auto, Entertainment, News, IM, Homepage and others have an above average Conver -sion Rate.

Rich media

Standard banner

%

0.04 %

0.16%

0.17%0.16%

Click through rate

Conversion rate

0.05 %0.16%

0.21%Boosting campaign results

Financial services ad performance by format

Homepage takeover0.35%

Overlay0.24 %

IM0.23%

Expandable banner0.19%

Polite banner0.17%

Standard banner0.16%Conversion rate and CTR by segment

Click Through Rate

Conversion Rate

0.43%

0.20 %

0.17%0.12%

0.070 % 0.063 %0.055 % 0.058 %

0.046 %

Credit cards

Brokerage & invest -ments

Banks Home own-ers and other insurance

0.09 %

Car insurance

Who spends the most in financial services?

Banks

6%

11%

12%

53%

18%

Brokerage & investments

Credit cards

Car insurance

Home owners & other insurance

VIDEO

0.20 %

VIDEONO VIDEO NO VIDEO

0.17%Average

Other

0.16%

IM

0.26 %

News

0.29 %

Maps

0.35%

TravelAuto

0.37%0.38 %

0.23%

;)

Entertainment

NEWS

*

Making Smart Investments inOnline Advertising

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Online display advt.

Newspapers

Dwell rate Impressions with any interactions rate

Click through rate Post click con-version rate

Post impression conversion rate

Conversion rate

Radio

Consumer senizagam

Network TV

Cable TV networks

CONVERSION RATE

CLICK THROUGH RATE

Online Advertising for

FinancialServices

As the bulk of financial services moves online,display advertising becomes a strategic marketing channel. MediaMind analyzed over 28 billion online ads to uncover best practices and what works for financial campaigns.

US advertising for financial services by media

$2,708M

$1,552M

$515M$1,079M

$567M

$699M

Best perform-ing financial placementsFor direct response, most environments trail pretty close to the average Conversion Rate. Maps, Travel, Auto, Entertainment, News, IM, Homepage and others have an above average Conver-sion Rate.

Significantly more users Dwell and en-gage with banners as compared to those who click or convert on the advertiser’s website. Therefore, it is im-portant to provide an engaging experience within the banner and not to wait for the site.

Financial benchmarks

A study by Kantar Media estimates that the financial services industry invested $2.7 billion in online display advertising.This is the highest investment out of any advertising channel.*

*Kantar Media, 2010.

Rich media

Standard banner

4.26%

0.92%

0.09%

0.03%

0.14% 0.16%

0.04%

0.16%

0.17%

0.16%

Click through rate

Conversion rate

0.05%0.16%

0.21%Boosting campaign results

Financial services ad performance by format

Homepage takeover0.35%

Overlay0.24%

IM0.23%

Expandable banner0.19%

Polite banner0.17%

Standard banner0.16%Conversion rate and CTR by segment

Click Through Rate

Conversion Rate

0.43%

0.20%

0.17%

0.12%

0.070%0.063%

0.055% 0.058%

0.046%

Credit cards

Brokerage & invest-ments

Banks Home own-ers and other insurance

0.09%

Car insurance

Who spends the most in financial services?

Banks

6%

11%

12%

53%

18%

Brokerage & investments

Credit cards

Car insurance

Home owners & other insurance

VIDEO

0.20%

VIDEONO VIDEO NO VIDEO

Amount invested by financial services industry in online

display advt.

$2.7billion

0.17%Average

Other

0.16%

IM

0.26%

News

0.29%

Maps

0.35%

TravelAuto

0.37%0.38%

0.23%

;)

Entertainment

NEWS

*

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The Move Online

Measuring Online Display

Financial Services and Branding

Financial Services and Direct Response

Financial Segments

Reach and Frequency

Boosting Campaign Results

Rich Media vs. Standard Banners

Video Boosts even Rich Media

Conclusion

MediaMind Metrics Definitions

Financial Services Benchmarks by Region

North America

Europe

Australia & New Zealand

Financial Services Benchmarks by Country

Table of Contents4

6

8

10

11

13

15

17

16

15

18

19

22

Belgium

Brazil

Canada

Germany

Israel

Italy

Malaysia

Netherlands

Singapore

Spain

Switzerland

UK

United States

19

19

20

20

21

21

22

22

23

23

24

24

25

25

26

26

27

27

28

South Asia

Latin America

Australia

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%Seniors Baby boomers Gen X Gen Y

Shar

e

Debit card

Savings account

Personal loan

Credit card

Note: US only. n=3,271; Gen Y=ages 21-29; Gen X=ages 30-44; Baby boomers=ages 45-64; Seniors=ages 65+;Among those with each type of accountSource: Fiserv, “Financial Habits of Gen Y” conducted by Accelerant Research. Cited from eMarketer.

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Financial Services: Making Smart Investments in Online Advertising

Internet users have proved very responsive to online financial services. A study by Fiserv indicates that young adults are very comfortable with applying to online financial services accounts online. In fact, the study shows that 50% of users between 21 and 29 with credit cards have applied for them online, and 35% of users with personal loans used the Internet to complete the application.

Seniors (65 or older) are more conservative with using online financial services.

Overall, these findings should be very encouraging for online financial services firms. Each coming generation is more accustomed to conducting their financial affairs online, and requires less brick and mortar branches for service.

Study shows that 50% of users between

19 and 29 with credit cards have applied

for them online.

The Move OnlineThe IT and Internet revolutions have changed the landscape of the financial services industry. Brick and mortar bank branches and in-person insurance agents were in many cases replaced by online sites. The economies of scale and cost savings from operating online have boosted efficiency and allowed financial services firms to share some of the savings with online consumers through reduced fees and premiums that increased the appeal of online services even further.

Chart 1: Users who signed-up to Financial Accounts Online

The move of financial services online has also changed the way in which the industry is communicating with consumers and marketing its product. If in the past, the presence in the community allowed bank branch managers and insurance agents to be in direct contact with customers to promote their product, this proves much harder when the product is an online service and your staff may be located in a different region or even in a different country.

Users’ migration to online financial services has also intensified the competition among financial services providers. The Internet allows users to compare fees with the click of a mouse, a process that in the past may have taken a lot of walking around banks and meetings with insurance agents. In addition, it allowed the competition between institutions to become national rather than regional. The move online, the move away from the community and the increased competition has all pushed financial services institutions to increase their investment in online advertising.

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A study by Kantar Media estimates that in 2009 the financial services industry invested $2.7 billion in online display advertising. This is the highest investment out of any advertising channel. It makes sense that an industry that serves many of its consumers online will use online advertising to communicate with them.

Online display advertising

Newspaper

Network TV

Cable TV networks

Consumer magazine

Radio

Spot TV

Outdoor

Business publication

Syndicated TV

Spanish-language TV

$0 $1,000 $2,000 $3,000

Spending (Millions)

Note: includes banks and credit cards.Source: Kantar Media, “100 Leading National Advertisers 2010”, Cited from eMarker.

Chart 2: US Advertising for Financial Services by Media

5%

4%

3%

2%

1%

0%

Dwell Rate

4.26%

0.92%

0.09% 0.14% 0.16%0.03%

Impressionswith Any

InteractionRate

Click ThroughRate

Post ClickConversion

Rate

ConversionRate

Post ImpressionConversion

Rate

Rat

e

Source: MediaMind Research. Data: November 2009 to October 2010, Financial, Worldwide.

Chart 3: Financial Benchmarks

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Out of every one million impressions that are served, 43 thousands impressions are Dwelled, or engaged with by users for a meaningful amount of time of over one second.

900 impressions are clicked on, while only 300 of these clicks end up in a conversion. 1,400 additional impressions end up in a conversion by users who did not click on them, but rather searched or typed the URL. Overall, on average, one million impressions yield 1,600 conversions.

In addition, reach and frequency measurements can tell advertisers how many users have been exposed to the campaign and for how many times. MediaMind offers the ‘Adjusted Unique’ metric, which statistically adjusts for the over counting of users caused by cookie deletion and provides a more accurate representation of reach.

Why should advertisers be looking at all of these metrics and not only at one in particular? No one metric can encompass the full effect of

online display advertising, from increasing awareness to the intent to purchase and purchase. Thus, MediaMind offers a full suite of metrics to help advertisers gauge the success of their campaign.

Measuring Online Display

Measuring the proportion of impressions that were engaged with, serves as a proxy for the branding effect of ads. To measure the effectiveness of branding, MediaMind uses two metrics: Dwell Rate and Average Dwell Time. Dwell Rate measures the proportion of Rich Media impressions that were intentionally engaged with by touch, interaction or click. Average Dwell Time measures the duration of a Dwell in seconds for users who engaged. In both cases, unintentional Dwell lasting less than one second is excluded.

Dwell provides an estimate of the share of impressions that were seen by users with high likelihood. Users’ natural tendency is to follow the mouse cursor movement with their eyes. Dwell measures the proportion of impressions that had a meaningful mouse-touch, lasting more than one second. While there have been users who have seen the ads and have not touched them with their mouse, Dwell allows us to gauge the number of users that are very likely to see the ad.

To measure the full effect of display advertising on users, advertisers should follow the full advertising ecosystem from the exposure to the conversion to understand what makes users tick. This starts with the number of impressions that were served and looking at how users responded to them.

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Conversion Rate measures the total number of conversions from the advertiser’s website, divided by the number of impressions served. Conversions are not necessarily a monetary transaction, but signify an action that the advertiser would like users to take, such as downloading brochures, submitting forms, requesting a quote or filling in an application. Conversion Rate may vary between advertisers based on the placement of the conversion tags on the website.

Conversions can be divided into two types: Post Click and Post Impression Conversions. Post Click Conversions are registered after users have clicked on the last impression seen. Post Impression Conversion is attributed to an impression when no click occurs. Post Impression Conversions measure users who arrive at the advertiser’s website without clicking, but rather by using search or typing the URL. Typically, post impression conversions represent the majority of conversions.

Campaigns with high Dwell boosted advertisers’

site traffic by 69% and improved brand

engagement—increasing page views and time

spent on the brand’s site.

Impressions were served by MediaMind between Q4 2009 and Q3 2010. This analysis covers global data, unless noted otherwise.

1 Available for download at: http://advertising.microsoft.com/europe/dwell-on-branding

Furthermore, a research by MediaMind, Microsoft Advertising and comScore shows that Dwell does have an actual effect on brand metrics. The results of the joint study indicate that users who were exposed to campaigns with high Dwell are three times more likely to search for brand related keywords as compared to users who were exposed to campaigns with low Dwell. Moreover, campaigns with high Dwell boosted advertisers’ site traffic by 69% and improved brand engagement—increasing page views and time spent on the brand’s site.1

The metric ‘Impression with Any Interaction Rate’ measures the proportion of impressions that had at least one interaction. Interaction can be any action that the advertiser would like to measure, from browsing the products offered within the banner to playing an in-banner game.

While a relatively significant number of users engage and interact with ads on the publisher’s site, fewer users move to the advertiser’s mini-site by clicking on the ad. Therefore, it is important to remember that far more users are exposed to your creative than those who click on it. In order to make a lasting impact on these users, make sure to provide your message to them as well.

Many financial services institutions measure the number of users that see ads and then seek more information on the product or complete applications on their website using conversion tags. This allows advertisers to gauge how many users have advanced through the purchase funnel and have shown intent to purchase or a completed a purchase.

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Chart 4: Dwell Performance by Environment/Placement

Financial Services and BrandingAn analysis of upper funnel Dwell metrics indicates which placements and which ad formats entice users to take the time to engage with financial brands. Financial services appeal to broad audiences as nearly everyone has a bank account, most people have a credit card and car owners are required to have car insurance. Therefore, it should make sense that ads for financial services work well in various environments and not only on finance sites.

Chart 4 exhibits the analysis of Dwell and CTR performance of financial services ads. The x-axis represents Dwell Rate, while the y-axis represents the Average Dwell Time that users spend with ads. The diameter of the circles represents CTR.

The upper right quarter of the chart represents placements that achieve both high Dwell Rate and high Average Dwell Time. In these environments, more users are willing to take the time to engage with ads, and these users also spend more time with the ads. Thus, Games, Music, Instant Messaging (IM), Health and Beauty, Social Networks and Mail achieve the highest branding performance.

In addition, ads with high Dwell Rate also tend to have high CTR as users who take the time to engage with the ads are also more likely to click on them. Specifically, Games, Music, IM and Health and Beauty have both high Dwell Rate and high CTR.

100

80

60

40

20

00%

RON

ROS

Lifestyle Entertainment

Travel AutoOther

Average

Average

Weather

Mail

Maps

IM

2% 4% 6% 8% 10% 12% 14% 16%Dwell Rate

Click Through Rate

Ave

rag

e D

wel

l Tim

e (S

ec)

0.0%

0.1%

0.2%

0.3%

0.4%

Source: MediaMind Research. Data: November 2009 - October 2010, Rich Media, Worldwide.

Home Page

Social Network

Health and Beauty

Technology

Finance

Music Games

NewsSport

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Chart 5: Dwell Performance by Ad Format for the Financial Services Vertical

80

60

40

20

00%

Average

Overlay

Video Extender

IM

Peelback

Skin

Eyeblaster TVFloating Ad With Reminder

Expandable Banner

Commercial Break

Single Expandable

Expandable Strip

Homepage TakeoverPush Down Banner

Floating Ad

Average

Sidekick

5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Dwell Rate

Click Through Rate

Ave

rag

e D

wel

l Tim

e (S

ec)

0.1%

0.5%

1.0%

1.5%

2.0%

2.4%

Source: MediaMind Research. Data: November 2009 - October 2010, Rich Media, Worldwide.

Polite Banner

A similar analysis of performance by ad format indicates that the more assertive formats have a high Dwell Rate, while others tend to record a lower Dwell Rate but a significantly higher Average Dwell Time. Thus, Commercial Break, Overlays, and Floating Ads tend to have a very high Dwell Rate, but a relatively low Average Dwell Time.

Conversely, most other Rich Media formats tend to have a lower Dwell Rate, but a significantly higher Average Dwell Time. Ads in the upper right quarter have both above average Dwell Rate and above average Dwell Time. These include IM, Video Extenders and Expandable Banners.

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Financial Services and Direct ResponseThe analysis in Chart 6 exhibits the Conversion Rate achieved by various site groups and online environments. These include both Post Click and Post Impression Conversions. For direct response, most environments trail pretty close to the average Conversion Rate. Maps, Travel, Auto, Entertainment, News, IM, Homepage and others have an above average Conversion Rate.

Similar analysis for ad formats shows that the larger and more visible formats yield a higher Conversion Rate. Thus, Floating Ads, Homepage Takeovers, Skins and Overlays tend to have the best Conversion Rate, while smaller banners such as Peel Back banners tend to have lower performance.

0.45%0.40%0.35%0.30%0.25%0.20%0.15%0.10%0.05%0.00%

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Chart 6: Financial Services Ads Performance by Placement

Average Conversion Rate

Credit Cards

Brokerage and Investments

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0.45%0.40%0.35%0.30%0.25%0.20%0.15%0.10%0.05%0.00%

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Chart 7: Financial Services Ads Performance by Ad Format

Chart 8: Financial Impressions by Segment




Financial SegmentsAt MediaMind, the financial services industry is comprised of multiple sub-categories. Between Q4 2009 to Q3 2010, more than 50% of global financial services impressions served by MediaMind advertised banking services. Some of these campaigns promote personal loans, debit cards and other services in addition to checking accounts.

Banks

Homeowner and other Insurance

Car Insurance

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The second largest sub-group is car insurance. These campaigns typically encourage users to get a quote for their car insurance and generate leads. Other prominent sub-categories include homeowner and other insurance, credit card companies and brokerage and investment banks.

Credit Card companies are doing the best job of compelling users to respond to their ads and achieve the highest Conversion Rate and the highest Click Through Rate. Other segments tend to receive lower Conversion Rate and Click Through Rate.

Chart 9: Conversion Rate and CTR by Segment


0.45%

0.40%

0.35%

0.30%

0.25%

0.20%

0.15%

0.10%

0.05%

0.00%

0.08%

0.07%

0.06%

0.05%

0.04%

0.03%

0.02%

0.01%

0.00%Credit Cards Brokerage and

investmentsBanks Homeowner

and Other Insurance

Car Insurance

Co

nve

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ate

CTR

Conversion Rate Click Through Rate


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Reach and FrequencyIn Financial Services campaigns, giving the right offer to the right user is crucial. Users pretty much know if an offer is relevant for them after the first impression. For example, targeting a user who is not in the market for car insurance right now with an offer is not likely to attract him or her to your site no matter how many times you target them.

This is evident when analyzing the performance by frequency of Financial Services campaigns. Standard Banners tend to receive the highest Conversion Rate after the first impression, and Conversion Rate quickly drops below average after the second impression. This indicates that the first encounter with a user is the most important one.

Chart 10: Conversion Rate by Frequency for Standard Banners

Source: MediaMind Research. Sample of 30 Standard Banner financial campaigns, May-November 2010.Note: Analysis includes landing page conversion tags.

0.14%

0.12%

0.10%

0.08%

0.06%

0.04%

0.02%

0.00%

60,000

50,000

40,000

30,000

20,000

10,000

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Frequency

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Average Conversion RateUnique Users Conversion Rate


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Chart 11: Conversion Rate by Frequency for Rich Media

Source: MediaMind Research. Sample of 30 Rich Media financial campaigns, May-November 2010.Note: Analysis includes landing page conversion tags.

With Rich Media, the first and second impressions have the highest Conversion Rate. Conversion Rate drops below the average after four exposures of the campaign, on average. Because of its interactive features, Rich Media manages to keep users interested even after the first impression. It gives them the opportunity to explore the brand further on the banner itself rather than on the advertiser’s website, get more information and then change their mind, something that cannot be done with Standard Banners.

As the evidence presented here shows, users are going to make up their mind about whether they are going to convert after they are exposed to the first few impressions. This increases the need to serve users the most effective creative the first time.

One of the best ways to guarantee delivering the best creative every time is Automatic Creative Optimization, available in MediaMind’s Smart Versioning tool. Automatic Optimization is an algorithm that identifies the most successful creative, and serves it the vast majority of the time.

MediaMind’s benchmark shows that ads that

used automatic optimization increased CTR by

72% and Conversion Rate by 40%.

0.18%

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0.14%

0.12%

0.10%

0.08%

0.06%

0.04%

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90,000

80,000

70,000

60,000

50,000

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Frequency

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Average Conversion RateUnique Users Conversion Rate

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Boosting Campaign Results

Rich Media vs. Standard Banners

The creative execution of every campaign is unique; however there are steps that may boost the performance of any financial services campaign. This part of the research addresses steps that advertisers and agencies can take in order to make their campaigns more successful. Two easy steps that can help advertisers boost the performance of their campaign are using Rich Media and adding video to the creative.

As data shown in this report indicate, a significantly higher proportion of users views the banner and engages with it as compared to those who click on it. Therefore, it is important to create an engaging experience also for users who view ads without clicking. This is one of the strengths of Rich Media.

The enhanced user experience of Rich Media boosts both the performance of branding and of Direct Response campaigns. More specifically, Rich Media more than triples the Click Through Rate, as compared to Standard Banners and also increases the Conversion Rate.

This elevated performance has a few explanations. The dynamic Rich Media stands in contrast to the publisher’s textual content, and therefore attracts users attention from the content to the ad. Furthermore, by enabling users to interact with the marketing message, Rich Media increases recall. Rich creatives also have the ability to feed data dynamically and increase relevancy. When all of these effects are combined, the result is an increase in clicks and conversions, as compared to Standard Banners.

While Rich Media costs more to produce and serve, new capabilities for dynamic creative such as MediaMind’s Smart Versioning allow the advertiser to better control long term creative costs by dynamically generating multiple versions of the creative.

Chart 12a: Click Through Rate Chart 12b: Conversion Rate


0.20%

0.15%

0.10%

0.05%

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0.20%

0.18%

0.16%

0.14%

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0.00%Standard Banner Standard BannerRich Media Rich Media

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Video Boosts even Rich Media

This research has shown that Rich Media has both higher Click Through Rate and Conversion Rate as compared to Standard Banners. However, Rich Media creatives were not all born equal. This analysis shows that Rich Media ads with video outperform Rich Media ads without video.

There are several reasons for this increased performance. First, the dynamic video attracts users’ attention from the publisher’s content to the ad, and enhances the visibility. Moreover, the moving pictures are able to convey significantly more content; if a picture

is worth a thousand words, imagine what 24 per second can do. Most importantly, video has the ability to convey a narrative that encourages users to identify with the brand message and look for more information on the brand site.

All of these reasons make video achieve a higher Click Through Rate and Conversion Rate as compared to Rich Media without video.

Video boosted CTR for financial ads by 302%

and Conversion Rate by 21%.

Chart 13a: Click Through Rate Chart 13b: Conversion Rate

Source: MediaMind Research. Data: Q2 2009 to Q1 2010, Financial, Worldwide.

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As the bulk of financial services moves online, online display advertising becomes a strategic marketing channel. Users are becoming accustomed to managing their financial affairs and buying insurance online. Advertisers respond in-kind, making online display advertising the most important marketing channel in terms of investment for the industry.

Overall for financial services, for every ten thousand impressions that are served, 426 are Dwelled, 92 interactions, nine are clicked on, and slightly more than 16 result in conversion (3 post click and ~14 post impression). When significantly more users engage with the banner than click on it, it is important to make sure that users receive the best experience and as much information as possible in the banner, rather than waiting for a mini-site.

Games, Music, Instant Messaging (IM), Health and Beauty, Social Networks and Mail achieve the highest branding performance. For Direct Response, Maps, Travel, Auto, Entertainment, News, IM, and Homepage have an above average Conversion Rate.

More than 50% of global financial services impressions served by MediaMind advertised banking services, followed by homeowner and other insurance and car insurance. Credit Card companies are doing the best job of compelling users to respond to their ads and achieve the highest Conversion Rate and the highest Click Through Rate.

Using Rich Media ad formats, specifically those with video may improve campaign performance. Rich Media more than triples Click Through Rate, as compared to Standard Banners and increases Conversion Rate. Video boosts CTR and Conversion Rate even further.

If the financial services industry knows how to do something well, it is to chase the investments with the highest return. No wonder then that they choose to put their highest single channel investment into display.

www.mediamind.com

Conclusion

17

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sions

. Im

pres

sions

with

mul

tiple

in

tera

ctio

ns a

re a

ccou

nted

for m

ultip

le ti

mes

. In

tera

ctio

ns a

re d

efin

ed a

s clic

ks, o

peni

ng (e

xpan

ding

) a

pane

l, Fl

ash

mov

ie re

play

, vid

eo m

ute,

vid

eo so

und

on, v

ideo

pau

se, f

ull s

cree

n vi

deo

mod

e st

art /

pau

se /

To q

uant

ify th

e ex

tent

to w

hich

serv

ed im

pres

sions

wer

e in

tera

cted

with

. In

tera

ctio

n Ra

te (I

R)pa

nel,

Flas

h m

ovie

repl

ay, v

ideo

mut

e, v

ideo

soun

d on

, vid

eo p

ause

, ful

l scr

een

vide

o m

ode

star

t / p

ause

/ en

d or

oth

er u

ser-d

efin

ed In

tera

ctio

ns.

inte

ract

ed w

ith.

Dwel

l Rat

e

The

num

ber o

f im

pres

sions

that

wer

e dw

elle

d up

on o

ut o

f all

impr

essio

ns.

Dwel

l is d

efin

ed a

s an

activ

e en

gage

men

t with

an

ad.

It in

clude

s pos

ition

ing

the

mou

se o

ver a

n ad

, use

r-ini

tiatio

n of

vid

eo, u

ser-i

nitia

tion

of a

n ex

pans

ion,

and

any

oth

er u

ser-i

nitia

ted

Cust

om In

tera

ctio

n. U

nint

entio

nal D

wel

l, la

stin

g le

ss th

an o

ne

seco

nd, i

s exc

lude

d.

This

prop

rieta

ry M

edia

Min

d m

etric

mea

sure

s wha

t por

tion

of im

pres

sions

wer

e in

tent

iona

lly e

ngag

ed w

ith.

Used

to

quan

tify

the

shar

e of

impr

essio

ns th

at a

ttra

cted

use

rs to

ac

tivel

y en

gage

with

an

ad.

seco

nd, i

s exc

lude

d.ac

tivel

y en

gage

with

an

ad.

User

Ave

rage

Dw

ell T

ime

(Sec

onds

)

The

aver

age

dura

tion

of a

Dw

ell.

For

impr

essio

ns th

at w

ere

dwel

led

upon

, thi

s met

ric su

ms t

he d

urat

ion

of

the

follo

win

g us

er in

itiat

ed a

ctio

ns:

The

amou

nt o

f tim

e in

whi

ch a

mou

se w

as p

ositi

oned

ove

r an

ad, u

ser-

initi

ated

vid

eo d

urat

ion,

use

r-ini

tiate

d ex

pans

ion

dura

tion

and

the

dura

tion

of a

ny o

ther

use

r-ini

tiate

d Cu

stom

Inte

ract

ion.

Uni

nten

tiona

l Dw

ell,

last

ing

less

than

one

seco

nd, i

s exc

lude

d.

For i

mpr

essio

ns th

at w

ere

dwel

led

upon

, thi

s pro

prie

tary

M

edia

Min

d m

etric

mea

sure

s the

ave

rage

dur

atio

n of

act

ive

enga

gem

ent.

Use

d to

qua

ntify

how

eng

agin

g an

ad

is to

us

ers w

ho w

ere

initi

ally

att

ract

ed to

act

ivel

y en

gage

with

it.

Click

Thr

ough

Rat

e (C

TR)

The

num

ber o

f im

pres

sions

that

resu

lted

in cl

icks o

ut o

f ser

ved

impr

essio

ns.

A hi

stor

ic m

etric

that

is u

sed

prim

arily

for S

tand

ard

Bann

ers.

For S

tand

ard

Bann

ers,

serv

es a

s the

onl

y m

easu

re o

f th

e ad

s' ef

fect

iven

ess.

Avg.

Vid

eo D

urat

ion

(Sec

onds

)Th

e av

erag

e du

ratio

n, in

seco

nds,

of th

e vi

deo

asse

ts th

at p

laye

d in

the

ad.

This

met

ric in

clude

s use

r-in

itiat

ed a

nd a

uto-

initi

ated

vid

eos.

To q

uant

ify th

e du

ratio

n of

the

vide

o th

at p

laye

d in

an

ad.

Star

ted

Rate

Th

e nu

mbe

r of t

imes

the

vid

eo a

sset

s sta

rted

out

of s

erve

d im

pres

sions

with

vid

eo.

This

met

ric in

clude

s us

er-in

itiat

ed a

nd a

uto-

initi

ated

vid

eos.

To q

uant

ify th

e nu

mbe

r of t

imes

vid

eos i

n ad

s sta

rted

pl

ayin

g.St

arte

d Ra

te

user

-initi

ated

and

aut

o-in

itiat

ed v

ideo

s.pl

ayin

g.

50%

Pla

yed

Rate

Of th

e vi

deo

asse

ts th

at st

arte

d pl

ayin

g, h

ow m

any

of th

em p

laye

d up

to 5

0% o

f the

vid

eo's

dura

tion,

out

of

star

ted

vide

o im

pres

sions

.To

mea

sure

the

prop

ortio

n of

star

ted

vide

os in

whi

ch th

e vi

deo

play

ed a

t lea

st 5

0% o

f its

tota

l dur

atio

n.

Fully

Pla

yed

Rate

Of th

e vi

deo

asse

ts th

at st

arte

d pl

ayin

g, th

e po

rtio

n of

vid

eos t

hat p

laye

d th

eir f

ull d

urat

ion.

To m

easu

re th

e pr

opor

tion

of st

arte

d vi

deos

in w

hich

the

vide

o pl

ayed

to it

s ful

l dur

atio

n.Im

pres

sions

with

Any

Th

e nu

mbe

r of i

mpr

essio

ns w

ith a

t lea

st o

ne p

anel

exp

ansio

n ou

t of s

erve

d ex

pand

able

impr

essio

ns.

This

To q

uant

ify h

ow m

any

of th

e ex

pand

able

serv

ed im

pres

sions

Im

pres

sions

with

Any

Pa

nel E

xpan

sion

Rate

The

num

ber o

f im

pres

sions

with

at l

east

one

pan

el e

xpan

sion

out o

f ser

ved

expa

ndab

le im

pres

sions

. Th

is m

etric

mea

sure

s use

r-ini

tiate

d ex

pans

ions

.To

qua

ntify

how

man

y of

the

expa

ndab

le se

rved

impr

essio

ns

had

expa

nsio

ns.

Tota

l Exp

ansio

n Ra

teTh

e to

tal n

umbe

r of p

anel

exp

ansio

ns o

ut o

f ser

ved

impr

essio

ns.

This

met

ric m

easu

res u

ser-i

nitia

ted

and

auto

-initi

ated

exp

ansio

ns.

To q

uant

ify th

e ex

tent

to w

hich

exp

anda

ble

serv

ed

impr

essio

ns w

ere

expa

nded

. Av

g. E

xpan

sion

Dura

tion

(Sec

onds

)Th

e av

erag

e tim

e a

pane

l was

exp

ande

d. T

his m

etric

mea

sure

s aut

o-in

itiat

ed a

nd u

ser-i

nitia

ted

expa

ndab

le

bann

ers.

To m

easu

re th

e tim

e th

at th

e us

er sp

ent w

ith th

e ba

nner

ex

pand

ed o

n th

e sc

reen

.

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Financial Services Benchmarks by Region

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Financial Services Benchmarks by Country

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