DoubleClick Online Display Ad Benchmarks Report is out!

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.

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 in the report represent activity of a wide range of ad formats for DFA advertisers in the U.S. 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.

Some highlights from the report:

- Overall U.S. Performance Norms:

• CTR: 0.10%
• Interaction Rate: 2.11%
• Avg Interaction Time: 10.29 secs
• Expansion Rate: 2.46%
• Video Complete Rate: 54.52%
• Avg Display Time: 32.13 secs
• Avg Expanding Time: 6.50 secs

- 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.

- Overall Rich Media Performance Norms:

• CTR: 0.09%
• Interation Rate: 2.11%
• Avg Interaction Time: 10.29 secs
• Expansion Rate: 2.46%
• Video Complete Rate: 54.52%
• Avg Display Time: 32.13 secs
• Avg Expanding Time: 6.50 secs

- APAC Overall Performance Norms (CTR):

• Australia: 0.10%
• China: 0.18%
• Hong Kong: 0.21%
• India: 0.20%
• Malaysia: 0.29%
• New Zealand: 0.14%
• Singapore: 0.20%

- APAC Overall Performance Norms (Interation Rate):

• Australia: 3.70%
• Hong Kong: 4.72%
• Malaysia: 4.49%
• Singapore: 3.80%

Full report is downloadable HERE.