Digital Video Ad Size Impacts Performance

source: http://www.emarketer.com/Article/Digital-Video-Ad-Size-Impacts-Performance/1010234

Performance metrics based on the size of US video ads saw a clearer trajectory than ad length. The larger the video ad, the higher the completion rate, with a 93.0% completion rate for extra-large video ads vs. a 66.0% completion for extra-small video ads. Clickthrough rates (CTR) also seemed to rise with video ad sizes. However, once ads were medium-sized or bigger, CTRs went up to at least 0.9% and continued to hover in that range.

Ads in the medium to large range were also the most common video ads, accounting for 77.4% of served impressions, indicating that marketers know these sizes are strongest.

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Friday, September 20th, 2013 news No Comments

Google Product Listing Ad CTRs on the Upswing, Outperforming Text Ads

source: http://www.marketingcharts.com/wp/topics/e-commerce/google-product-listing-ad-ctrs-on-the-upswing-outperforming-text-ads-36237/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Marin-Google-PLA-CTR-Trends-Aug2013Retailers, attracted by lower costs-per-click (CPCs) and higher click-through rates (CTRs), are diverting more paid search dollars from text ads to product listing ads (PLAs), says Marin Software [download page] in a new report. The study, which focuses on advertisers and agencies spending more than $100,000 per month on paid search (and is thus skewed towards larger retailers), finds that PLA CTRs have been steadily rising for several months, having increased by 19% year-over-year in July.

CTRs have been higher for PLAs than for standard text ads since November 2012, according to the study, with the 21% gap in June and July the highest yet.

After showing a marked increase in the latter stages of 2012, the share of PLA impressions compared to text ads leveled off early this year before dropping again in June and July. Despite that, Marin believes that the indexed share of PLA impressions versus text ads will increase again now that Google has expanded the ads to mobile devices.

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Tuesday, August 27th, 2013 news No Comments

Facebook Ads Still Lag Paid Search In Click-Through Rates

Source: https://intelligence.businessinsider.com/welcome

The telecommunications and publishing industries enjoy the highest average click-through rates on their Facebook ads, according to a new report from Salesforce and Social.com.

Telecom had the best-performing Facebook ads with a CTR  of .92%. Ads from the publishing industry enjoyed a CTR of .8%.

The worst-performing ads came from deals, advertising, gaming, and at the bottom of the heap — dating service ads, which had a .027% CTR. The low numbers are a sign that consumers are leery of these industries, and may consider them spammy.

By comparison, paid search ads average CTRs of 1% to 5% for large consumer brands, according to research conducted by former Omnicom Chief Digital Officer Dr. Augustine Fou in March 2013.

The Salesforce and Social.com report on Facebook ads was based on 1 million ad units and 114 billion impressions shown in 25 countries between Jan. 1 and March 31, 2013.



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Wednesday, June 12th, 2013 news No Comments

Facebook Ad CTR – Display, Sponsored Stories, Mobile

adparlor avg facebook ad ctr by type july2012 Facebook Ad CTR By Type/Placement [CHART]

Recent research from TBG Digital has shownFacebook’s mobile ads to be high-performing in terms of click-through rates (CTRs), and a study released in July from AdParlor appears to support this finding. Examining 200 million ad impressions from large client brands across more than 10 verticals that leveraged mobile, the study reveals that CTRs on mobile ad campaigns were 15 times higher than on non-mobile campaigns (1.32% vs. 0.086%).

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Friday, March 15th, 2013 news No Comments

Search Ads versus Display Ads

UPDATED:  April 10, 2012

AdSafe study shows that a quarter of display ads are never in view on publishers’ websites. And it gets worse from there — 41% never in view for content networks and 46% never in view for ad exchanges. Users are there to view content, not ads. And they are conditioned to avoid the top, right side, and bottoms of web pages (see eye tracking at the bottom of this post).

Image Source: http://www.emarketer.com/Article.aspx?id=1008965

Cumulative Time that Digital Display Ads Worldwide Are In-View, by Platform, Q4 2011 (% of total)

ORIGINAL POST:  March 25, 2011

Hands down, search ads beat display ads in click through rates (CTRs).  In every one of the examples below and the several dozen more that I did not screen shot, search is more effective than display because the ads are brought up when the user types in the search term and are looking for something, vs display which is served up alongside content.

search advertising versus display advertising display ads vs search ads CTRs search CTRs vs display CTRs search ads display ads

Facebook display advertising click through rates are even sadder (i.e. worse) as you can see from the chart below — like an order of magnitude

lower (0.024%)
facebook ad click through rate

display ad spending search ad spending emarketer

search ads vs display ads

digital display vs search ads





























Eye tracking studies show that most users are already conditioned to avoid looking at the top and right side of web pages because they know that is where banner ads or display ads go.






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Friday, March 25th, 2011 analytics 1 Comment

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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