1、Rich Media and Video BenchmarksH1 2016 2016 Sizmek Inc. All rights reserved.As one of the leading ad management platforms in the world, Sizmek has access to an extraordinary knowledge base. In order to compile Rich Media and Video Benchmarks H1 2016, Sizmek Research analyzed 21 unique formats, more

2、than 2,500 unique unit size combinations, over 1.3 million individual ads, and hundreds of billions of impressions served via the Sizmek platform during the first half of 2016. Here, Sizmek Research compiled key benchmarks across a wide array of formats, verticals, and regions of the most important

3、metrics advertisers need to know about for campaign performance. With these benchmarks, youll be able to find out answers to key questions, such as: Did my banner campaign outperform my regions benchmarks? Am I seeing a lift in engagement rates for my rich media campaigns versus my standard banner c

4、ampaigns? For my vertical, how often should I expect my audiences to start watching my video? How often should I expect my videos to be viewed to completion? Rich Media and Video Benchmarks H1 2016 provides up-to-date benchmarks for engagement across regions and verticals to help advertisers establi

5、sh starting points toward knowing how their campaigns are performing. 1 2016 Sizmek Inc. All rights reserved.Rich Media Engagement Rich medias ability to engage users is renowned and provides numerous ways for consumers to interact. Though many rich media banners provide calls-to-action (sometimes e

6、ven more than one, including clickthroughs or enticements via animation or high-resolution imagery), rich medias main goal is often for users to engage users right then and there without leaving the page. This is why its important to look at overall unique interaction rates for rich media, not just

7、clickthrough. With rich media, a brand has many more options to engage a user into action than just clickthoughs.FindingsGlobally, rich media lifted engagement 7.44 times more than standard banners. Rich media impacts regions like North America the most, where rich media unique interaction rates are

8、 1.13% versus standard banners 0.14% CTR, which means that rich media delivers 8.07 times lift over standard banners. The difference is starker in Europe, where rich media unique interaction rates stand at 1.48% versus standard banners 0.14% clickthrough rate. This means that rich media delivers a w

9、hopping 10.57 times lift in engagement over standard banners in Europe. On an absolute basis, the rich media unique interaction rate in South Asia, at 1.47%, represents the second-highest regional rate, though its lift is tempered because of the high standard banner clickthrough rates (0.28%) in tha

10、t region.Rich media appears to impact Latin America the leastits 0.84% unique interaction rate delivers 3.36 RegionStandard Banner CTRRich Media CTRRich Media Unique InteractionsLift in EngagementGlobal0.16%0.27%1.19%7.44XNorth America0.14%0.21%1.13%8.07XLatin America0.25%0.17%0.84%3.36XEurope0.14%0

11、.35%1.48%10.57XMiddle East + Africa0.19%0.34%0.74%3.89XANZ0.08%0.08%0.52%6.50XEast Asia0.12%0.36%0.76%6.33XSouth Asia0.28%0.35%1.47%5.25X2 2016 Sizmek Inc. All rights reserved.“times lift over standard banner CTRs (0.25%). The Middle East + Africas 0.74% unique interaction rate for rich media delive

12、rs a 3.89 times lift over standard banner CTRs (0.19%). While on the lower end as compared to global benchmarks, rich medias impact is still significant in these regions, representing a large uptick over standard banner CTRs.Rich Media in Programmatic While basic rich media units that are “confined

13、to the iFrame” such as polite banners are somewhat common in programmatic environments, it is still fairly rare to see advanced rich media, such as more sophisticated forms of expandables and pushdowns, executed in programmatic environments. This is unfortunate because expandables and pushdowns actu

14、ally perform extraordinarily better than polites. According to Sizmeks global benchmarks, expandables deduplicated interaction rates stand at 2.16%, bringing about a 145% lift over benchmark unique interaction rates of polites (whose deduplicated interaction rates stand at 0.88%). Pushdowns fare eve

15、n better: their deduplicated interaction rates stand at 2.45% according to our global benchmarks, bringing in a lift of about 178% over polite benchmarks for unique interaction rates. FormatImpressions With Any Interactions (Deduplicated or Unique Interaction Rates)Lift Over Polite CTRsPolite Banner

16、s0.88%0%Expandable Banners2.16%145%Pushdown Banners2.45%178%FindingsIn the past, technical challenges kept advanced formats like pushdowns and expandables from being used within programmatic channels. Many have tried running advanced rich media formats in private marketplaces. Often, because private

17、 marketplaces may cover dozens of sites, these advanced formats have failed to render properly and may have resulted in high default rates. Sizmeks rich media infrastructure has been retrofitted to ensure that more advanced expandable and pushdown formats can run equally well across premium direct b

18、uys, run-of-network buys on ad and publisher networks and on private marketplace deals in programmatic (see Sizmek Programmatic Creative). 3 2016 Sizmek Inc. All rights reserved.Benchmarks by Vertical When looking at global benchmarks, rich media generally garner high interaction rates (above the gl

19、obal average of 2.4%) in a number of business verticals, including Retail, Restaurants, Tech & Internet, News & Media, CPG, Corporate, Health & Beauty, and Entertainment. Looking at engagement rates by vertical provides insights into how advertisers capture audience attention. VerticalRich Media Int

20、eraction RateRich Media CTRStandard Banner CTRRich Media Lift in CTR Over Standard BannerRich Media Lift in Engagement Over Standard BannerApparel1.69%0.50%0.24%1.08X6.04XAuto1.88%0.20%0.15%0.33X11.53XB2B1.18%0.22%0.20%0.10X4.90XCareers2.07%0.17%0.10%0.70X19.70XCPG3.45%0.19%0.17%0.12X19.29XCorporate

21、2.95%0.53%0.08%5.63X35.88XElectronics1.62%0.43%0.31%0.39X4.23XEntertainment2.47%0.28%0.13%1.15X18.00XFinancial1.93%0.38%0.11%2.45X16.55XGaming1.02%0.13%0.14%(0.07)X6.29XGovernment & Utilities0.86%0.17%0.12%0.42X6.17XHealth & Beauty2.71%0.28%0.19%0.47X13.26XMedical0.70%0.12%0.15%(0.20)X3.67XNews & Me

22、dia4.33%0.42%0.16%1.63X26.06XRestaurants6.85%0.22%0.17%0.29X39.29XRetail9.11%0.37%0.20%0.85X44.55XServices1.34%0.16%0.14%0.14X8.57XSports1.67%0.22%0.07%2.14X22.86XTech & Internet5.97%0.35%0.13%1.69X44.92XTelecom1.64%0.52%0.21%1.48X6.81XTravel0.81%0.17%0.14%0.21X4.79X4 2016 Sizmek Inc. All rights res

23、erved.FindingsWhen comparing standard banner and rich media clickthrough rates, there were modest increases across almost all verticals. The largest lift in CTRs when moving from standard banners to rich media occurred in: Corporate (5.63 times lift) Financial (2.45 times lift) Sports (2.14 times li

24、ft) Tech & Internet (1.69 times lift) News & Media (1.63 times lift) Telecom (1.48 times lift) Entertainment (1.15 times lift) Apparel (1.08 times lift) However, the point of many rich media units is not necessarily to encourage clickthrough, but to engage the user with the ad unit without making th

25、em leave the publishers page. This is particularly important if advertisers want to “make an impression” (no pun intended) on the user, without forcing the user to clickthrough. By signaling to the user that they will not be taken off the page, the unit lowers the users emotional barriers to interac

26、tion with the brand and, paradoxically, often results in a greater share of users engaging. Using this paradigm, we can look at other indicators that brands are getting through to their audiences by encouraging them to interact. As seen in the last column, Rich Media Lift in Engagement Over Standard

27、 Banner, all verticals benefit tremendously when they leverage rich media rather than standard banners. But which ones benefit the most? According to Sizmeks global benchmarks, the verticals that experience the greatest rich media “engagement lift” over standard banner CTRs include: Tech & Internet

28、(44.92 times lift) Retail (44.55 times lift) Restaurants (39.29 times lift) Corporate (35.88 times lift) News & Media (26.06 times lift) Sports (22.86 times lift) Careers (19.70 times lift) CPG (19.29 times lift) Entertainment (18.00 times lift) Financial (16.55 times lift) Health & Beauty (13.26 ti

29、mes lift) Auto (11.53 times lift) Note that this analysis was primarily conducted on global vertical benchmarks. We encourage you to dig deeper into Sizmek benchmark data to determine which verticals respond best to rich media in your particular market.5 2016 Sizmek Inc. All rights reserved.In-strea

30、m Benchmarks For in-stream noninteractive video, regional data reveals how pre-roll/mid-roll/post-roll video performs across different markets.RegionCTRVideo StartFully Played RateGlobal1.50%92.5%72.9%North America0.42%97.7%80.0%Latin America2.49%87.7%66.1%Europe1.53%90.3%74.7%Middle East + Africa5.

31、82%95.3%56.1%ANZ0.65%95.8%81.2%East Asia2.36%92.2%54.9%South Asia3.48%84.9%50.2%FindingsThough video start rates remain consistently high across the different regions, fully played rates vary widely. Fully played rates are relatively high at 80% in North America and ANZ, while dropping significantly

32、 down to approximately 50% in Asia, the Middle East, and Africa. The significantly lower fully played rates in these territories drag down global rates to 72.9%. Interestingly enough, it is also in those regions where you see significantly higher clickthrough rates for noninteractive videopossibly i

33、ndicating that audiences in these regions prefer to interrupt what they are doing and go to the advertisers website instead of watching the video to completion.In-stream Noninteractive Video by Region6 2016 Sizmek Inc. All rights reserved.RegionInteraction RateImpressions With Any InteractionNoninte

34、ractive Video CTRLift in EngagementGlobal4.69%3.97%1.50%3.13XNorth America3.87%3.45%0.42%9.21XLatin America11.46%6.35%2.06%5.56XEurope6.29%5.11%1.53%4.11XMiddle East & Africa15.72%9.44%5.82%2.70XANZ4.61%4.34%0.65%7.09XEast Asia5.09%3.30%3.48%1.46XSouth Asia0.28%0.35%1.47%5.25XInteractive Video by Re

35、gionFindingsThe regions with the highest level of engagement around interactive video are Latin America (at 11.46%) and the Middle East and Africa (15.72%). However, an important point around interactive video is its ability to drive engagement over and above noninteractive video, which is true acro

36、ss the board. When comparing regions, North America and Australia/New Zealand have the lowest interaction rates (IR) for interactive video3.87% and 4.61% respectively. But they also have relatively low nonintereactive video CTR rates.42% and .65%. This suggests that though these regions interactive

37、video rates are not as high as some other regions, advertisers actually get much more lift in engagement by changing to interactive video9.21 times and 7.09 times more, in fact. Europe and Latin America score significantly above the global average at 4.11 times and 5.56 times higher (versus a global

38、 multiplier of 3.13 times) in terms of how much more engagement an interactive video execution brings over regular noninteractive video.7 2016 Sizmek Inc. All rights reserved.Rich Media With Video Versus In-stream Benchmarks Because video within a rich media unit is commonly initiated by hand, start

39、 rates for video within rich media units are naturally lower than in-stream start rates (where videos automatically play as pre-rolls, mid-rolls, and post-rolls as part of a larger content stream). The question is, how large is the differenceparticularly because in-stream CPMs are often much higher

40、than certain types of rich media CPMs.RegionHTML5 Rich Media With Video Start RatesIn-stream Start RatesHTML5 Rich Media With Video Fully Played RatesIn-stream Fully Played RateGlobal30.8%92.5%63.0%72.9%North America25.1%97.7%66.1%80.0%Latin America21.5%87.7%64.1%66.1%Europe34.0%90.3%62.5%74.7%Middl

41、e East + Africa45.5%95.3%58.1%56.1%ANZ13.5%95.8%73.3%81.2%East Asia14.5%92.2%53.6%54.9%South Asia26.9%84.9%60.6%50.2%FindingsStart rates for rich media with video in the Middle East and Africa and Europe regions are above the global averageand also represent the smallest gap from in-stream start rat

42、es. This is likely due to a combination of higher-than-average interaction rates with these types of rich media units, and a greater incidence of autostart video.Fully played rates differ by less than 5% in many regions, including Latin America, Middle East and Africa, and East Asia. Differentials o

43、f fully played rates in all regions is less than 15%, suggesting that, once the video in a rich media unit starts, audiences are very likely to watch it to completionat least, almost to the same extent that they would watch an in-stream unit to completion after it has begun.8 2016 Sizmek Inc. All ri

44、ghts reserved.About SizmekSizmek is the Open Ad Management company that brings freedom of choice and contextual relevance to omnichannel digital advertising. As the largest independent ad server, more than 42,000 next generation advertisers, agencies, publishers and trading desks rely on Sizmeks off

45、erings and flexible third-party platform integrations to provide the industrys most customizable, best-in-class approach to creating seamless workflow across a wide variety of partners in the digital advertising ecosystem. With a single point of access to the best technology, data, and strategic gui

46、dance, Sizmek builds flexible solutions for marketers and publishers that combine programmatic efficiency with creative. Sizmek operates in more than 70 countries, with local offices providing award-winning service throughout North America, EMEA, LATAM, and APAC. Benchmarking Your Rich Media and Vid

47、eo Performance Rich Media and Video Benchmarks: H1 2016 provides you with up-to-date benchmarks by region and format to help assess the performance of your rich media and video campaigns. This report includes only a subset of Sizmeks metrics and benchmarks. A complete compendium of data is available to Sizmek customers. If you would like access to our complete set of benchmarks, regional or specific verticals, or individual markets, please contact your account representative or visit