The success of an online campaign is measured in how far it has reached its objectives. Have the campaign goals been met? In the case of conversion oriented campaigns, this is relatively easy. Marketeers simply check how many of their products have been sold. But for awareness campaigns marketeers should look at the number of interactions with the (Rich Media) banner. Jargon includes CTR, Interaction – and Visibility rate, but what do these mean?
Marketeers, publishers and agencies often reach out to Weborama for benchmarks in order to compare their campaign results to the market standard. However, we cannot provide these so easy; the unique combination of Rich Media features, CTA and targeting defines the success of a campaign. No takeover is the same!
Nevertheless, we hope that the benchmarks below provide some form of reference. We advise you to look further than just the numbers, but to try and interpret these as well. For example, you might notice that takeovers are not always 100% visible. Because we measure visibility conform the IAB standard this is certainly true as a takeover is so large that it is usually not more than 30% visible for at least 1 second. But we all know in reality takeovers are visible.
| Format | CTR | Interactionrate | Visibility |
|---|---|---|---|
| APTO (Automated Page Take Over) | 1.11% | 20.89% | 69.82% |
| 300/320x240/250 MWeb | 0.38% | 1.13% | 6.,62% |
| 300/320x240/250 InApp | 0.20% | 1.16% | 61.43% |
| 300/320x50/100 MWeb | 0.14% | 0.30% | 71.03% |
| 300/320x50/100 InApp | 0.15% | 0.29% | 68.04% |
| Interscroller | 0.84% | 2.35% | 54.84% |
| Billboard | 0.54% | 7.41% | 70.90% |
| Takeover (anders dan APTO) | 0.75% | 15.07% | 71.41% |
| Floorad | 0.45% | 28.03% | 93.88% |
Source: Weborama reporting Q4 2017
