CPG rich media ads perform 20% better than standard banners, with video and social features built into ads improving performance, according to new research from MediaMind.
The data was compiled from a comprehensive analysis of more than 600 billion display ad impressions from 47 countries worldwide.
The research reveals that rich media consistently outperforms standard banners on a number of key metrics including click-through, dwell and video completion rates.
Specifically, DG’s 2013 Benchmarks Report shows that compared to standard CPG banners, click-through rates were 20% higher. The research also indicates that the dwell rate on CPG rich media increased 8% compared to the average benchmark, and video completion rates driven by intended shoppers were 10% higher across the CPG vertical.
Furthermore, DG has found that rich media is an effective performance booster for CPG advertisers that target and engage audiences through multiple platforms. Users engage on rich media across all formats and sizes for an average of 36 seconds, with 23 seconds of user-initiated videos watched.
There is a 63% video completion rate for expandable rich media with a 468% lift in dwell rate for floating ads, in comparison to the rich media average. The research also shows that ads using social features deliver better performance, with a 96% lift in dwell rate and a 57% higher interaction rate in comparison to the rich media average.
“As more consumers are using online for information gathering and research, the Internet has become a natural shift of large CPG’s brand extension,” said Craig Philips, Product Marketing Manager, DG MediaMind. “They are leveraging their high-quality TV videos to promote product information when their consumers are in the ‘consideration’ phase. We are excited to create new and powerful rich media opportunities for our CPG clients as they continue to push the digital boundaries.”
The data was compiled from a comprehensive analysis of more than 600 billion display ad impressions from 47 countries worldwide. It is also available in the form of an infographic, which is available upon request.