Digital Advertising Benchmarks
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The document provides benchmarks for various digital advertising metrics including: - The 2012 global display ad CPM benchmark of $1.45 - Typical CPM ranges for display, social, video, and mobile ads of $0.10 - $0.80, $0.10 - $0.50, $8 - $12, and $0.10 - $1.00 respectively - Search ad CPC benchmarks ranging from $1 to $10 with organic keywords having higher click-through rates of 13-21% compared to 1-5% for paid search
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Digital Advertising Benchmarks
- 1. Augustine Fou- 1 - Dr. Augustine Fou http://www.linkedin.com/in/augustinefou Digital Advertising Benchmarks
- 2. Augustine Fou- 2 - Display Ads
- 3. Augustine Fou- 3 - Display Ad CPM benchmarks UPDATED May 21, 2013 5.3 trillion display ads served in 2012 (comScore) $7.7B display ad revenues in FY 2012 (IAB) = $1.45 CPM industry-wide display ad benchmark
- 4. Augustine Fou- 4 - Display Advertising Big Portals Ad Networks Facebook 10’s of dollars 1’s of dollars 10’s of cents Shift allocation to get more impressions or lower cost Large audience Publisher/portal has more power Lots of long-tail small websites Advertiser has more power Massive number of impressions “Junk” quality and super-low prices CPM 0.1% 0.01% 0.001%CTR
- 5. Augustine Fou- 5 - Display Ad Global eCPM Display ad CPMs are in the $0.10 - $0.80 range Source: Turn, June 2013
- 6. Augustine Fou- 6 - Search Ads
- 7. Augustine Fou- 7 - Search Ads (SEM), SEO Paid/ SEM Organic $1 - $10 FREE Shift allocation to get more clicks at lower cost For long tail, descriptive keywords For brand terms and expensive keywords CPC 1 - 5% 13 - 21%CTR Source: SlingShot SEO
- 8. Augustine Fou- 8 - Social Ads
- 9. Augustine Fou- 9 - Social ad CPMs are in the $0.10 - $0.50 range Social Ad Global eCPM
- 10. Augustine Fou- 10 - Facebook Ad Benchmarks Source: WebTrends, January 2011 NOTE: these figures refer to Facebook display ads (by category)
- 11. Augustine Fou- 11 - Video Ads
- 12. Augustine Fou- 12 - Video ad CPMs are in the $8 - $12 range Video Ad Global eCPM Source: Turn, June 2013
- 13. Augustine Fou- 13 - Mobile Ads
- 14. Augustine Fou- 14 - Mobile ad CPMs are in the $0.10 - $1.00 range Mobile Ad Global eCPM
- 15. Augustine Fou- 15 - Mobile Ad CPM Trends iPhone CPM $0.88 iPod Touch CPM $0.96 iPad CPM $1.16 Android tablet CPM $0.53 Android CPM $0.50 Source: MoPub Q1 2013
- 16. Augustine Fou- 16 - iPhone CTR 1.7% iPod Touch CTR 2.2% iPad CTR 2.5% Android tablet CTR 1.0% Android CTR 1.1% Mobile Ad CTR Trends Source: MoPub Q1 2013
- 17. Augustine Fou- 17 - Dr. Augustine Fou – Agency Czar “I advise clients on optimizing their digital spend and integrating across channels.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou
- 18. Augustine Fou- 18 - APPENDIX
- 19. Augustine Fou- 19 - Search Ad CPC benchmarks by Industry Methodology Using Google Keyword Tool, generate keyword suggestions for each industry sector; then average suggested CPC across the top 200, 400, or 800 keywords.