comprehensive benchmarks including display, interaction and expansion times across creative sizes and industry verticals

1. research
research report
June 2009
2008 Year-in-Review Benchmarks
lEaRn moRE Executive Summary ............................................................................................ 1
Looking for more Static Image Ad Benchmarks ........................................................................... 2
.
DoubleClick research? Flash Ad Benchmarks .........................................................................................3
Check out Rich Media Ad Benchmarks .............................................................................. 4
www.doubleclick.com/knowledge
Worldwide Overall Performance Norms ........................................................ 14
Appendix ........................................................................................................... 16
The DoubleClick Benchmarks Report is a free report of industry benchmarks that helps
marketers, agencies, and publishers evaluate the performance of online display advertising
campaigns in the U.S., relative to industry norms.
DoubleClick benchmarks are derived from a robust data set of metrics across DART
for Advertisers (DFA), based on rigorous methodology with input from the Advertising
Research Foundation. This data set includes hundreds of advertisers, thousands of
campaigns, and tens of billions of ad impressions.
Data shown here represent activity of a wide range of ad formats for DFA advertisers in the
United States unless otherwise indicated. The majority of data are from January 2008 to
December 2008. The data on interaction rates and interaction times are from April 2008 to
December 2008.
Executive Summary
Overall U.S. campaign performance norms for 2008 across DoubleClick image, Flash, and
rich media campaigns are as follows:
Country Click- Interaction Average Expansion Video Average Average
through Rate Interaction Rate Complete Display Expanding
Rate Time Rate Time Time
(CTR)
United 0.10% 2.11% 10.29 secs 2.46% 54.52% 32.13 6.50 secs
States secs
Key observations:
• Clicks and interaction rates correlate strongly to ad size: Larger creative sizes tend
to produce higher click-through rates and/or interaction rates.
• Video outperforms non-video ads: DoubleClick Rich Media video ad units generally
experience higher click-through rates and interaction rates than non-video DoubleClick
rich media ad formats.

2. 2008 Year-in-Review Benchmarks
Static Image ad Benchmarks
overall Click-through Rate (CTR) 0.11%
Figure 1 Click-through Rate by Creative Sizes
Half Page Ad (300x600) 0.20%
Wide Skyscraper (160x600) 0.11%
Vertical Rectangle (240x400) 0.37%
Large Rectangle (336x280) 0.15%
Medium Rectangle (300x250) 0.13%
Skyscraper (120x600) 0.09%
Leaderboard (728x90) 0.09%
Square Pop-Up (250x250) 0.26%
3:1 Rectangle (300x100) 0.9%
Vertical Banner (120x240) 0.7%
Full Banner (468x60) 0.8%
Rectangle (180x150) 0.12%
0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%
Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008
Figure 2 Click-through Rate by Industry Vertical
Auto 0.13%
B2B 0.10%
CPG 0.10%
Financial Services 0.07%
Media/Entertainment 0.12%
Retail 0.11%
Tech 0.11%
Telecom 0.09%
Travel 0.10%
Wellness 0.13%
0.05% 0.10% 0.15% 0.20% 0.25% 0.30%
Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major industry verticals only, January – December 2008
2

3. 2008 Year-in-Review Benchmarks
Flash ads
overall Click-through Rate (CTR) 0.10%
Figure 3 Click-through Rate by Creative Sizes
Half Page Ad (300x600) 0.22%
Wide Skyscraper (160x600) 0.10%
Vertical Rectangle (240x400) 0.33%
Large Rectangle (336x280) 0.12%
Medium Rectangle (300x250) 0.12%
Skyscraper (120x600) 0.06%
Leaderboard (728x90) 0.08%
Square Pop-Up (250x250) 0.18%
3:1 Rectangle (300x100) 0.7%
Vertical Banner (120x240) 0.5%
Full Banner (468x60) 0.5%
Rectangle (180x150) 0.10%
0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%
Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major ad sizes only, January – December 2008
Figure 4 Click-through Rate by Industry Vertical
Auto 0.12%
B2B 0.08%
CPG 0.09%
Financial Services 0.06%
Media/Entertainment 0.11%
Retail 0.10%
Tech 0.10%
Telecom 0.08%
Travel 0.09%
Wellness 0.09%
0.05% 0.10% 0.15% 0.20% 0.25% 0.30%
Source: DoubleClick DART for Advertisers, U.S. advertisers, a cross section of major industry verticals only, January – December 2008
3

4. 2008 Year-in-Review Benchmarks
Rich media ad Benchmarks
• Preface: a Primer on Evaluating Rich media ad metrics
• overall Performance norms
• Click-through Rate
• Interaction Rate and Expansion Rate
• average Display Time, Interaction Time, and Expanding Time
• Video Complete Rate
Preface: a Primer on Evaluating Rich media ad metrics
A rich media ad unit can inspire a range of responses from users — not every click in a rich media unit
produces a click-through. When a viewer clicks on a rich media unit, a number of outcomes are possible,
including expanding the unit, playing a video or otherwise interacting with the unit. The call-to-action for
a viewer to click-through competes with all other possible forms of interaction within the unit. As a result,
click-through rates can be lower for rich media than for other forms of online advertising where the click-
through is the only form of user interaction.
The objective of rich media ads isn’t always to drive clicks — they are often used to provide users with
an experience within the ad itself. Therefore, engagement metrics such as interaction rates, interactions
times, video completion, and expansions are important measures of the success of such ads. Also keep
in mind that conversion activity can happen within the ad unit itself: A click could result in the user
downloading a report from the ad unit, signing up for more information through a form on the ad unit,
locating a product by zip code, or playing a video within the ad unit. Advertisers should consider the goals
of the campaign at hand, and evaluate the performance of their campaigns based on the most relevant
rich media ad metric.
overall Rich media Performance norms
Creative Click- Interaction Average Expansion Video Average Average
Type through Rate Interaction Rate Complete Display Expanding
Rate (CTR) Time Rate Time Time
Rich 0.09% 2.11% 10.29 secs 2.46% 54.52% 32.13 6.50 secs
media secs
4

5. 2008 Year-in-Review Benchmarks
Click-through Rate by DoubleClick Rich media Format
Video exhibits higher click-through rates than non-video for both in-page as well as expanding rich
media formats.
Figure 5 Click-through Rate by DoubleClick Rich media Format
0.15%
0.10% 0.10%
0.10% 0.09%
0.08%
0.05%
0.00%
DoubleClick Rich DoubleClick Rich DoubleClick Rich DoubleClick Rich
Media In-Page Media Expanding Media In-Page Media Expanding
(Non-Video) (Non-Video) (Video) (Video)
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, January – December 2008
Click-through Rate (CTR) by Creative Size for In-Page and Expanding DoubleClick Rich
media Formats
Figure 6 DoubleClick Rich media In-Page (Video) - Click-through Rate
Half Page Ad (300x600) 0.26%
Wide Skyscraper (160x600) 0.09%
Large Rectangle (336x280) 0.16%
Medium Rectangle (300x250) 0.12%
Skyscraper (120x600) 0.13%
Leaderboard (728x90) 0.06%
Full Banner (468x60) 0.09%
0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of
standard ad sizes only, January – December 2008
5

6. 2008 Year-in-Review Benchmarks
Figure 7 DoubleClick Rich media In-Page (non-Video) - Click-through Rate
Half Page Ad (300x600) 0.19%
Wide Skyscraper (160x600) 0.11%
Large Rectangle (336x280) 0.13%
Medium Rectangle (300x250) 0.11%
Skyscraper (120x600) 0.09%
Leaderboard (728x90) 0.06%
Full Banner (468x60) 0.07%
0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of
standard ad sizes only, January – December 2008
Figure 8 DoubleClick Rich media Expandable (Video) - Click-through Rate
Half Page Ad (300x600) 0.27%
Wide Skyscraper (160x600) 0.08%
Large Rectangle (336x280) 0.16%
Medium Rectangle (300x250) 0.13%
Skyscraper (120x600) 0.10%
Leaderboard (728x90) 0.09%
Full Banner (468x60) 0.17%
0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of
standard ad sizes only, January – December 2008
6

7. 2008 Year-in-Review Benchmarks
Figure 9 DoubleClick Rich media Expandable (non-Video) -
Click-through Rate
Half Page Ad (300x600) 0.10%
Wide Skyscraper (160x600) 0.09%
Large Rectangle (336x280) 0.15%
Medium Rectangle (300x250) 0.11%
Skyscraper (120x600) 0.13%
Leaderboard (728x90) 0.07%
Full Banner (468x60) 0.11%
0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40%
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of
standard ad sizes only, January – December 2008
Interaction and Expansion Rates
Consider video over non-video for higher interaction and expansion rates in both in-page as well as
expanding rich media formats.
Figure 10 Interaction Rate and Expansion Rate by DoubleClick Rich
media Format
3.00%
2.65%
2.48%
2.50% 2.35% 2.29%
1.99% 2.08%
2.00%
1.50%
1.00%
0.50%
0.00%
DoubleClick Rich DoubleClick Rich DoubleClick Rich DoubleClick Rich
Media In-Page Media Expanding Media In-Page Media Expanding
(Non-Video) (Non-Video) (Video) (Video)
Interaction rate Expansion rate
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only,
January – December 2008
7

8. 2008 Year-in-Review Benchmarks
Interaction Rate by Creative Size
Figure 11 DoubleClick Rich media In-Page (Video) - Interaction Rate
Half Page Ad (300x600) 4.88%
Wide Skyscraper (160x600) 2.25%
Large Rectangle (336x280) 3.40%
Medium Rectangle (300x250) 2.78%
Skyscraper (120x600) 2.13%
Leaderboard (728x90) 1.38%
0.00% 1.00% 2.00% 3.00% 4.00% 5.00%
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of
standard ad sizes only, January – December 2008
Figure 12 DoubleClick Rich media In-Page (non-Video) - Interaction Rate
Half Page Ad (300x600) 4.53%
Wide Skyscraper (160x600) 2.15%
Large Rectangle (336x280) 3.01%
Medium Rectangle (300x250) 2.51%
Skyscraper (120x600) 1.73%
Leaderboard (728x90) 1.40%
0.00% 1.00% 2.00% 3.00% 4.00% 5.00%
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of
standard ad sizes only, January – December 2008
8

9. 2008 Year-in-Review Benchmarks
Interaction Rate and Expansion Rate by Creative Size
Figure 13 DoubleClick Rich media Expandable (Video) - Interaction Rate and
Expansion Rate
Half Page Ad 6.19%
(300x600) 2.44%
Wide Skyscraper 1.92%
(160x600) 2.50%
Large Rectangle 3.73%
(336x280) 4.29%
Medium Rectangle 3.06%
(300x250) 2.59%
Skyscraper 1.85%
(120x600) 2.54%
Leaderboard 2.10%
(728x90) 2.71%
0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%
Interaction rate Expansion rate
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of
standard ad sizes only, January – December 2008
Figure 14 DoubleClick Rich media Expandable (non-Video) - Interaction Rate
and Expansion Rate
Half Page Ad 5.51%
(300x600) 1.09%
Wide Skyscraper 2.02%
(160x600) 1.75%
Large Rectangle 3.36%
(336x280) 3.34%
Medium Rectangle 2.81%
(300x250) 2.50%
Skyscraper 2.10%
(120x600) 2.30%
Leaderboard 1.40%
(728x90) 2.50%
0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%
Interaction rate Expansion rate
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only, a cross section of
standard ad sizes only, January – December 2008
9

10. 2008 Year-in-Review Benchmarks
Figure 15 Click-through Rate (CTR), Interaction Rate, and Expansion Rate by
Industry Vertical for DoubleClick Rich media Formats
Industry Vertical Click-through Rate Interaction Rate Expansion Rate
Auto 0.09 2.00 1.76
B2B 0.08 3.27 4.50
CPG 0.10 3.07 3.01
Financial Services 0.06 2.43 2.51
Media / Entertainment 0.16 2.87 1.83
Retail 0.10 3.12 4.86
Tech 0.12 2.73 2.56
Telecom 0.08 1.98 1.45
Travel 0.08 2.30 3.76
Wellness 0.08 4.16 2.95
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media formats only, a cross section of major industry verticals only,
January – December 2008
average Display Time, Interaction Time, and Expanding Time
Figure 16 average Display Time, Interaction Time, and Expanding Time by
DoubleClick Rich media Format
40.00 sec 36.18
32.99 sec
35.00 sec sec 29.93
27.66 sec
30.00 sec sec
25.00 sec
20.00 sec
15.00 sec 10.67 10.89
sec 9.04 sec
sec 7.85 8.67
10.00 sec 5.86 sec sec
sec
5.00 sec
0.00 sec
DoubleClick Rich DoubleClick Rich DoubleClick Rich DoubleClick Rich
Media In-Page Media Expanding Media In-Page Media Expanding
(Non-Video) (Non-Video) (Video) (Video)
Average Display Time (sec) Average Expanding Time (sec) Average Interaction Time (sec)
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only,
January – December 2008
10

11. 2008 Year-in-Review Benchmarks
average Display Time, Interaction Time, and Expanding Time by Creative Size and Rich
media Format
Figure 17 DoubleClick Rich media In-Page
Average display time Average interaction
(secs) time (secs)
Half Page Ad (300x600) Video 31.60 9.79
Half Page Ad (300x600) Non-Video 39.10 11.38
Wide Skyscraper (160x600) Video 34.31 9.75
Wide Skyscraper (160x600) Non-Video 31.77 9.34
Large Rectangle (336x280) Video 44.81 11.47
Large Rectangle (336x280) Non-Video 48.11 10.62
Medium Rectangle (300x250) Video 36.30 10.85
Medium Rectangle (300x250) Non-Video 33.45 10.29
Skyscraper (120x600) Video 37.64 10.51
Skyscraper (120x600) Non-Video 35.89 10.78
Leaderboard (728x90) Video 35.52 10.32
Leaderboard (728x90) Non-Video 31.90 10.22
Full Banner (468x60) Video 38.48 10.00
Full Banner (468x60) Non-Video 33.36 7.58
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page format only, a cross section of standard ad sizes only,
January – December 2008
Figure 18 DoubleClick Rich media Expandable - average Display Time,
Expanding Time, and Interaction Time
Average Average Average
display time expanding interaction
(secs) time (secs) time (secs)
Half Page Ad (300x600) Video 25.25 6.94 7.26
Half Page Ad (300x600) Non-Video 32.70 5.00 8.22
Wide Skyscraper (160x600) Video 26.53 11.53 9.27
Wide Skyscraper (160x600) Non-Video 24.13 5.86 7.69
Large Rectangle (336x280) Video 38.59 12.67 8.42
Large Rectangle (336x280) Non-Video 35.81 9.65 8.43
Medium Rectangle (300x250) Video 29.82 7.41 7.95
Medium Rectangle (300x250) Non-Video 27.74 6.19 7.56
Skyscraper (120x600) Video 29.16 7.39 6.94
Skyscraper (120x600) Non-Video 34.34 4.74 6.10
Leaderboard (728x90) Video 31.18 7.24 8.33
Leaderboard (728x90) Non-Video 28.81 5.49 8.74
Full Banner (468x60) Video 32.84 4.94 1.99
Full Banner (468x60) Non-Video 28.14 5.83 2.96
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media expanding format only, a cross section of standard ad sizes
only, January – December 2008
11

12. 2008 Year-in-Review Benchmarks
Video Complete Rate
Figure 19 Video Complete Rate by Format
62.32%
60.00%
50.00%
40.00% 35.25%
30.00%
20.00%
10.00%
0.00%
DoubleClick Rich Media Expanding (Video) DoubleClick Rich Media In-Page (Video)
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page and expanding formats only,
January – December 2008
Video Complete Rate by Creative Size
Figure 20 DoubleClick Rich media In-Page (Video) - Video Complete Rate
Half Page Ad (300x600) 43.83%
Wide Skyscraper (160x600) 67.53%
Large Rectangle (336x280) 61.90%
Medium Rectangle (300x250) 56.59%
Skyscraper (120x600) 71.48%
Leaderboard (728x90) 66.83%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media in-page video format only, a cross section of standard ad
sizes only, January – December 2008
12

13. 2008 Year-in-Review Benchmarks
Figure 21 DoubleClick Rich media Expandable (Video) -
Video Complete Rate
Half Page Ad (300x600) 24.26%
Wide Skyscraper (160x600) 34.78%
Large Rectangle (336x280) 34.29%
Medium Rectangle (300x250) 36.82%
Skyscraper (120x600) 36.04%
Leaderboard (728x90) 34.50%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media expanding video format only, a cross section of standard ad
sizes only, January – December 2008
Figure 22 Video Complete Rate by Industry Vertical
Auto 61.41%
B2B 45.45%
CPG 45.51%
Financial Services 53.33%
Media/Entertainment 35.98%
Retail 57.23%
Tech 60.65%
Telecom 60.29%
Travel 42.42%
Wellness 45.93%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
Source: DoubleClick DART for Advertisers, U.S. advertisers, DoubleClick Rich Media video format only, a cross section of major verticals only,
January – December 2008
13

14. 2008 Year-in-Review Benchmarks
Worldwide overall Performance norms
Figure 23 overall Worldwide Click-through Rate across Static Image, Flash,
and Rich media ad Formats
Country Overall Click-through Rate
Australia 0.10%
Austria 0.15%
Belgium 0.17%
Canada 0.10%
China 0.18%
Denmark 0.12%
Finland 0.09%
France 0.12%
Germany 0.13%
Greece 0.18%
Hong Kong 0.21%
Hungary 0.11%
India 0.20%
Ireland 0.08%
Italy 0.12%
Luxembourg 0.08%
Malaysia 0.29%
Netherlands 0.16%
New Zealand 0.14%
Norway 0.07%
Singapore 0.20%
Spain 0.14%
Sweden 0.10%
Switzerland 0.11%
Turkey 0.14%
United Arab Emirates 0.26%
United Kingdom 0.08%
United States 0.10%
Source: DoubleClick DART for Advertisers, a cross section of regions, January – December 2008
14

15. 2008 Year-in-Review Benchmarks
Figure 24 DoubleClick Rich media metrics across a Cross-Section of Regions
Country Interaction Expansion Video Average Average Average
Rate Rate Complete Interaction Expanding Display
Rate Time Time Time
Australia 3.70% 5.96% 38.73% 10.12 secs 8.06 secs 41.84 secs
Belgium 3.06% N/A 38.81% 8.22 secs 3.25 secs 26.29 secs
Canada 3.45% 5.28% 67.66% 9.26 secs 4.81 secs 41.27 secs
France 3.31% 7.16% 54.18% 9.19 secs 15.89 secs 38.26 secs
Germany 4.10% 7.72% 59.91% 8.32 secs 5.56 secs 31.72 secs
Hong Kong 4.72% 9.67% 27.11% 9.67 secs 4.29 secs 10.98 secs
Ireland 2.08% 4.10% 42.07% 10.55 secs 10.46 secs 32.82 secs
Italy 3.42% N/A 55.38% 8.85 secs 7.98 secs 35.67 secs
Luxembourg 2.14% 6.00% 34.24% 9.08 secs 7.73 secs 30.98 secs
Malaysia 4.49% 9.67% N/A 8.60 secs 5.57 secs 45.15 secs
Netherlands 4.45% 9.57% 43.68% 7.97 secs 3.81 secs 29.82 secs
Singapore 3.80% 6.91% 37.69% 10.10 secs 5.29 secs 31.20 secs
Sweden 3.41% N/A N/A 9.39 secs N/A 34.66 secs
United Kingdom 2.29% 4.77% 47.41% 9.30 secs 7.04 secs 32.20 secs
United States 2.11% 2.46% 54.52% 10.29 secs 6.50 secs 32.13 secs
Source: DoubleClick DART for Advertisers, a cross section of regions with statistically significant rich media metrics, January – December 2008
15

16. 2008 Year-in-Review Benchmarks
appendix
appendix a: about the Source Data
DoubleClick has built a robust software tool to analyze online advertising campaign activity across its
DART ad serving platform. Presently, the tool reports click-through rates, interaction rates, interaction
times, expansion rates, expansion times and video complete rates for ads for thousands of advertisers
using the DART for Advertisers (DFA) and DoubleClick Rich Media platforms. These data are carefully
normalized to reflect industry norms to the best of our ability. The Advertising Research Foundation (ARF)
was consulted on the design of this tool and advised on aspects of its methodological design, including
the use of medians instead of mean averages for the calculation of the benchmark metrics noted above.
Data shown here represent activity of a wide range of ad formats for DFA advertisers in the United States
unless otherwise indicated. The majority of data are from January 2008 to December 2008. The data on
interaction rates and interaction times are from April 2008 to December 2008.
The dataset used for the DoubleClick benchmarks reports of the activity of thousands of DFA advertisers
that have been categorized by industry and country geography. Industry categories are defined by the
sub-categories they represent. To make category assignments, each DFA advertiser is assigned to a single
industry sub-category. Subcategory assignments then roll-up into category assignments. For example,
the Media and Entertainment industry category is a roll-up of advertiser data from seventeen sub-
categories, including Music, Movies, Sports, Arts and others. To ensure statistical soundness as well as
client confidentiality, minimums have been applied to the data sets that can be reported on: at least four
advertisers and four DART networks must be represented for any metric to be reported at any dimension
of the data (e.g., by creative size, by time period).
appendix B: Definition of Interaction Rate and Interactions
Interaction Rate: The ratio of DoubleClick Rich Media ad interactions to the number of rich media ad
impressions displayed. This number is reached using the following calculation:
Interactions ÷ Rich Media Impressions
Interactions: The number of times users interacted with a DoubleClick Rich Media ad.
An interaction is uniquely counted only once per impression.
Interactions are captured when the user does one or more of the following:
• Mouses over the ad for 1 continuous second
• Clicks an Exit link
• Makes the ad display in Full Screen mode
• Expands the ad
appendix C: Definition of average Interaction Time
Average Interaction Time: The average amount of time, in seconds, that a user interacts with a
DoubleClick Rich Media ad. Time from multiple interactions with an ad during a single ad view are
aggregated.
16

17. 2008 Year-in-Review Benchmarks
appendix D: Definition of Expansion Rate
Expansion Rate: Expansion rate is calculated by dividing Expansions by DoubleClick Rich Media
Expanding ad impressions.
Expansions are counted when a user expands the ad by either rolling over the ad or by clicking on it and
the ad reaches its expanded state.
An expansion is counted only once per impression
appendix E: Definition of average Expanding Time
Average Expanding Time: The average length of time, in seconds, that an expanding ad is viewed in its
expanded state. Time from multiple expansions during a single ad view are aggregated. Timer starts when
the ad reaches the expanded state and stops when it collapses.
Any expansion time that exceeds four minutes is capped. This extended expansion time can occur, for
example, when a user opens an expanding ad on his or her browser, then steps away for an hour without
collapsing the ad or closing the browser. The capping rule helps prevent skewed results.
appendix F: measuring Video Completes
The video complete rate is calculated by the following formula and definitions:
Video Completes ÷ Video Plays
Video Completes: The number of times a video played to its completion. For example, the number of
times a 15-second video plays for its full 15 seconds.
Video Plays: The number of impressions where a video started to play.
about DoubleClick
DoubleClick is a premier provider of digital marketing technology and services. The world’s top marketers,
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and affiliate marketing to help them make the most of the digital medium. From its position at the nerve
center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers.
DoubleClick is a division of Google Inc. (NASDAQ: GOOG). Learn more at www.doubleclick.com
For more information on the DoubleClick platform and DoubleClick advertiser, publisher, search,
and rich media solutions, contact a sales representative at (212) 271-CLICK (2542) or
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