Rich-Media Benchmark report compares the performance of rich-media, standard, video and mobile banners for first six months of 2014.
Adform, the premier ad tech partner for US and European media agencies, trading desks, advertisers and publishers, released a new report, Adform Rich-Media 1HY Benchmark report, which examined the performance of rich-media, standard, video and mobile banners in the first half of the year in order to establish benchmarks that will help agencies and advertisers compare the performance of their campaigns to their peers.
As a partner to the world's largest agencies, advertisers and publishers, Adform has access to a massive dataset from which to mine insights and trends, as well as to establish benchmarks. Some of the reports key findings include:
Rich-media banners delivered 267% higher CTR compared to standard banners.
Rich-media banners are 66% viewable
Adding video content to a banner drives performance
Video is most effective in mobile campaigns, with consumers interacting with mobile video ads 36% longer than any other format.
"Marketers want to know if the extra costs required to create rich-media and video ads and purchase the inventory are justifiable. The evidence shows that these ad formats drive strong campaign performance because they do a better job in capturing the consumers' imagination and holding their attention," said Martin Stockfleth Larsen, CMO of Adform.
