Benchmarks

Online Display Advertising Benchmarks: DoubleClick Benchmarks Report

Marketers and agencies are often faced with questions such as "How do I objectively know if my display ad campaigns are doing well?" and "Are there credible industry benchmarks out there?" Similarly, publishers look for industry-standard performance metrics to demonstrate the value of their advertising programs to their partners.

In response to these challenges, DoubleClick is publishing the DoubleClick Benchmarks Report, a free report on 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, 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.

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Latest DoubleClick Benchmarks Report: 2008 Year-in-Review

Executive summary

Overall North America campaign performance norms for 2008 across DoubleClick image, Flash, and rich media campaigns are as follows:

Click-Through Rate: 0.10%
Interaction Rate: 2.11%
Expansion Rate: 2.46%
Video Completion Rate: 54.52%

For comprehensive benchmarks including display, interaction and expansion times across creative sizes and industry verticals, download our report.