Google Introduces a Display Benchmarks Tool

During May, Google announced the launch of a new tool called “Display Benchmarks” that provides useful comparisons or reference points aggregated from ad campaigns across the industry. If you are using display ads as part of a marketing campaign, this new tool facilitates an understanding of how your display campaigns compare to the rest of your industry, which helps to better plan and measure the success of those campaigns.

The comparisons can show average expansion rates for automotive creatives, expected Rich Media interaction rates for retail creatives from France, or just the average clickthrough rate for Entertainment ads from the US. So if you’re looking for comparisons by country, industry vertical, or how different ad formats and sizes perform compared to each other, the tool offers up-to-date benchmarks across 10 key display metrics, such as interaction rate and time, expansion rate and video completions.

For example, through its own use of the tool, Google has shown that people are increasingly choosing to interact with video ads. They state that video completion rates are the highest ever seen, increasing by approximately 24% since Summer 2012, to a 60% completion rate. This improved interaction rate correlates to larger ad sizes: the bigger the ad, the more frequently people will interact with it. It also found that rich-media-expanding formats are better for getting people to interact frequently, while in-page formats are better for encouraging longer interactions.

So, if this tool is used to its full potential, it can certainly shed some valuable light on the best way to improve display campaigns by reaping the benefits of the industry-wide information it provides. You can learn more about it here.

Contact us now if you’d like more information about how we can help you improve your display advertising with this tool.

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