Rich media Banners – choosing what to use based on last year’s performance (EN)
9. november 2009 af Louise Altmann
You are about to plan a rich media banner campaign to promote a new service. Can your media advisor tell you all you need to know? Why not have look at the numbers from last year’s best performing ads before deciding what is best for your campaign?
DoubleClick publishes these numbers for all to use – we have extracted and interpreted two essentials. (Mind that the report is based on millions of impressions in the U.S)
Does size matter?
When measuring which format performs the best it’s clear – size does matter! Interaction rates and CTR’s (click-through rates) are generally higher the larger the format and the chart topper is the vertical rectangle (240x400) with a CTR 0,37% to the average 0,11%. Oh, and btw - The commonly used Leaderboard is in the bottom of the list with 0,09%.
Video or Non-video?
Overall the video banners are performing better in terms of CTR than the non-video equivalent. Both Average Display Time, Interaction Time and Expanding Time are longer and higher for video banners, despite the fact that conversion can be harder to track in a rich media banner. Here there are multiple successful conversions against a single click on a flat image banner.
If you need a quick update on all the different metrics used in performance data – have a look at Google’s very simple terms.
Kategorier:
Strategy -
Usability
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