PointRoll’s 2013 Benchmarks report highlights top performing ad formats across desktop and mobile, Rich Media, and In-Stream video executions. Digital Advertising in 2013 was led by In-Stream video, which effectively captured viewer interest, while mobile Rich Media boosted brand time, and large format IAB Rising Star units performed well across screens.

In-Stream video has become even more engaging, and more popular, with the volume of In-Stream

campaigns served by PointRoll increasing 140% from 2012 to 2013. Both completion rates and click

through rates have increased since 2012, by 10% and 18% respectively, suggesting increased interest

in online video. Longer videos deliver more clicks without sacrificing viewing time, as 30 second ads

deliver 55% more clicks than 15 second ads, and only see a 6% lower completion rate. In-stream

performs especially well when compared to other advertising formats, earning a 4.5x higher CTR than

Flash ads, and 2.7X higher CTR than Rich Media units.

Mobile executions outperform desktop for brand time. Mobile Rich Media continues to exceed desktop

performance when capturing user attention, earning over one third more brand time per interaction

than desktop Rich Media in 2013.

Rich Media remains an extremely effective branding and direct response vehicle, especially when

video is incorporated into the ad unit. Including video in-banner improves interaction and click through

rates. Larger placements, like the IAB Rising Stars, continue to excel, outperforming standard

placement sizes by 70% for CTR, 36% for brand time, and 19% for video completion rates.

It’s clear that the addition of video to any unit improves performance, and in-stream units are gaining

popularity in terms of client volume, and user attention. The growth of non-standard formats, along

with the proliferation of screen shapes and sizes, means that advertisers are flush with opportunities to

creatively engage their customers.

In-Stream ads delivered 4.5x higher CTR than Flash,

and 2.7X higher CTR than Rich Media.

Adding video to Rich Media experienced 22% higher

click-thru rates than Rich Media without video.

Adding video to a Rich Media campaign boosts

interaction rates by over 17% on average.

Mobile Rich Media delivered over one third more

brand time per interaction than desktop Rich

Media in 2013.

Size Matters. IAB Rising Stars

demonstrate a 70% lift in CTR due to

their larger real estate.

Rising Stars elicit 36% more brand

interaction time than standard

placement sizes.

Rising Stars drive 19% higher

video completion rates over

standard placement sizes.

30 second videos deliver 55% more clicks

than 15 second videos.

15 second videos only experience

6% higher completion rates over 30

second spots.

In-Stream completion rates have increased 10% over 2012 while CTRs have increased 18%, suggesting consumers are increasingly more accepting of, and interested in, the format.

Total CTR for In-Stream remains high

across all verticals, driving results for all

brands.

Food & Beverage and Travel

remain very effective advertising

amongst video content consumers.

Amongst top verticals in mobile,

Retail performed highest across

multiple metrics.

Amongst top verticals in mobile,

Retail performed highest across

multiple metrics.

Amongst top verticals in mobile,

Retail performed highest across

multiple metrics.

With both high interaction rate and brand time, the Education vertical was well received by consumers in 2013.

Consumers were most engaged by content presented by Education and Food & Beverage brands.

Retail and Professional

Services led RM completion

rates in 2013.

Ad viewability has increased over 14% YoY, suggesting publishers and brands alike are starting to place value in the metric.

*Top 15 Publisher Channels by Viewability. Grand Total Reflects all PointRoll data

20 of our 23 channels have increased viewability Year over Year, with B2B and Ad Networks gaining the most ground.

In-Stream seems to elicit the best click-

thrus in the beginning of the week.

In-Stream interactivity is at its

lowest in the middle of the

workweek, and its highest on

the weekend.

Rich Media CTR is 10% higher on the

weekends, suggesting users may be less

apt to click-thru when served an ad during

their workday

Interactivity is noticeable higher on weekdays, presenting opportunity for brands to engage consumers during their workday.

Impressions: Number of times PointRoll 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.

Viewability Rate: The percentage of validated impressions that where visible. This metric is available at the Campaign, Publisher, Placement, or Placement/Creative level.

Since 2001, PointRoll, a Gannett Company (NYSE: GCI), has

transformed the way advertisers, agencies and publishers create,

manage and deliver the most effective digital advertising. Today,

PointRoll 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, PointRoll enables advertisers to effectively

connect and convert consumers through highly engaging and relevant

ad experiences. For more information, visit http://www.pointroll.com or

follow us @pointroll.

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