Bigger is better in the digital ad world, per a new analysis by PointRoll. Its review of over 100 billion digital ad impressions provides some interesting click-through benchmarks for display formats, reports MarketingProfs. For example, larger Rising Star (RS) display ad formats, introduced by the Interactive Advertising Bureau (IAB) in 2012, get a 70% higher average click-though rate (CTR) than smaller traditional digital display formats. The IAB's RS units are larger, interactive formats for brand advertising (Billboard, Filmstrip, Portrait, Pushdown, Sidekick and Slider are RS), with RS mobile and video options. The PointRoll study found that the larger RS ads earned an average 0.16% CTR compared with an average 0.09% CTR for standard digital ads. Including video with ads is another way to boost response. In-stream video ads earned a 4.5 times higher CTR on average than Flash ads, and 2.7 times higher CTR than rich media ads. If you don't have in-stream video, at least add video to your rich media promo: Rich media ads with video won a 22% higher average CTR than rich media ads without video. For more on the PointRoll benchmark report, see http://www.marketingprofs.com/charts/2014/24821/digital-ad-benchmarks-performance-by-format
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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