2014 Benchmarks CLICK TO CONTINUE
Create Fearlessly, Execute Flawlessly. Cofactor s 2014 Benchmarks report highlights top performing ad formats, analyzing units that ran across desktop and mobile devices, including display and video executions. In 2014, internet behavior across mobile and desktop proved the value of engaging, relevant advertising. Read on by clicking the button below. CLICK TO CONTINUE
2014 benchmark report in review Cofactor s 2014 Benchmark Report explores the ways that advertisers successfully piqued the interest of their target audiences. Traditional rich media units, when designed with the user experience in mind, continue to deliver excellent numbers for interaction rate, and time spent interacting with the brand. In 2014, time spent engaging in ad units increased from 2013 for interactive formats including expandables, preexpandables, page takeovers, and interactive in-stream video. Users are most likely to interact with large format ads that take over their screen, but spend the most time in more traditionallysized units with multiple features. Incorporating video into an ad unit remains one of the most reliable ways to grab, and keep, the attention of your online audience. A larger fraction of users watched a video to 100% completion than the previous year, with the Finance and Home Improvement categories experiencing the biggest gains. Additionally, interactive video ads saw a jump in the fraction of users who chose to engage with the ad unit upon viewing it. As consumers find more and more ways to access digital content, advertisers are keeping up by creating exciting, contextually-appropriate ads to deliver their marketing messages. Read on to learn more about how advertisers are achieving marketing goals across formats and channels. CLICK TO CONTINUE
Ad type & format ad size In-stream video Campaign vertical 2014 superlatives Day of week CLICK HERE FOR METRIC DEFINITIONS 4
Total ctr by Ad Type In-Stream ads delivered over 6x higher CTR than Flash, and 2.8X higher CTR than rich media. Rich media showed an 88% higher CTR than standard Flash.
Interaction rate by ad type
Average Brand Time by ad type Mobile rich media delivered a 21% increase, on average, in brand time per interaction than desktop rich media in 2014.
Video completion rates by ad type Users were almost twice as likely to finish a video to completion through in-stream video over rich media.
TOTAL CTR BY DISPLAY FORMAT
INTERACTION RATE BY DISPLAY FORMAT
AVERAGE BRAND TIME BY DISPLAY FORMAT
VIDEO COMPLETION RATES BY DISPLAY FORMAT
TOTAL CTR BY AD SIZE Mobile sizes deliver. Mobile ad sizes performed 150% better than Rising Stars, and 243% better than standard sizes.
Rich media interaction rate by ad size
Rich media average brand time by ad size Mobile ads elicit 64% more brand interaction time than standard placement sizes.
Rich media video completion rates by ad size Rising Stars drive 20% higher video completion rates over standard placement sizes.
In-Stream Video Quartiles By Type In-stream completion rates remained steady compared to 2013, while CTRs have increased 35%, suggesting consumers are increasingly more accepting of, and interested in, the format.
In-Stream Total Ctr By Campaign Vertical Entertainment CTR showed a 26% increase over 2013, while retail CTR rose 12%.
In-Stream Interaction Rate By Campaign Vertical Retail and home improvement were top performers in driving interaction with video consumers.
In-Stream Average Brand Time By Campaign Vertical
In-Stream Video Completion Rate By Campaign Vertical
Mobile Total Ctr By Campaign Vertical Retail CTR for 2014 was more than double that of 2013.
Mobile Interaction Rate By Campaign Vertical Mobile consumers were most likely to engage with CPG ad units in 2014.
Mobile Average Brand Time By Campaign Vertical Six of the top verticals netted interaction time over half a minute on mobile.
Mobile Video Completion Rate By Campaign Vertical
Rich Media Total Ctr By Campaign Vertical
Rich Media Interaction Rate By Campaign Vertical The consumer goods category showed the highest interaction rate and a strong average brand time over 16 seconds.
Rich Media Average Brand Time By Campaign Vertical
Rich Media Video Completion Rateby Campaign Vertical Real estate, toys & games, and insurance led video completion rates by vertical.
Standard Total Ctr By Campaign Vertical
IN-STREAM TOTAL CTR BY DAY OF WEEK Video viewers were 17% more likely to click on Saturday than Tuesday or Wednesday.
In-Stream Interaction Rate By Day Of Week In-stream interactivity is at its lowest on Sunday and highest Wednesday through Friday.
Rich Media Total Ctr By Day Of Week
Rich Media Interaction Rate By Day Of Week Wednesday and Friday drove higher interactivity for both rich media and in-stream creative.
Be brave The following pages highlight the 2014 Cofactor Superlatives, the best-in-class performers from our 2014 data. We hope you enjoy! What are your favorite formats in the digital space? Tweet @Cofactor with #2014Best and let us know! or be second.
Metrics Glossary Impressions: Number of times Cofactor ads were delivered. Click Through Rate: Percentage of clicked-on impressions. Average Brand Interaction Time: The average amount of time (in seconds) users interacted with an ad. Interaction Rate: Percentage of interacted ad impressions. Video Completion Rate: Number of times at least 25%, 50%, 75% or 100% of the video was watched.
About Cofactor Since 2001, Cofactor, a Gannett Company (NYSE: GCI), has transformed the way advertisers, agencies and publishers create, manage, and deliver the most effective digital advertising. Today, Cofactor provides advertising innovations across the many screens of video, mobile, desktop and social while offering a unique strategic creative perspective. With core technology in both multi-screen delivery and data-driven creative and an industry leading dynamic creative optimization (DCO) offering, Cofactor enables advertisers to effectively connect and convert consumers through highly engaging and relevant ad experiences. For more information, visit http://www.cofactor.com, or follow us @cofactordigital. For Corporate Communications: Donna August Senior Director, Product & Brand Marketing Cofactor, a TEGNA Company Tel: (312) 768-7501 Email: DAugust@tegna.com For Media Relations/PR: Lana McGilvray Principal, Account Director Blast PR for Cofactor Tel: (512) 970-8310 Email: lana@blastpr.com