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Transcript of Media mind telecom_2011
Discover.Understand.Engage.
® 2011 MediaMind Inc. All rights reserved.
TELECOM
The comprehensive guide on
how to leave aneffective message
Entertainment and News are among
the best performers in Rich Media
Second highest on engagement
This is the average interactive performance that Telecom advertisers
achieved this year
- Finance and Homepage are among the best performers in Standard banners
Impression with any interaction rate
Click through rate
Sports
Retail
Post click conversion rate
Post impression conversion rate
Total conversion rate
Conv
ersi
on rate
Uni
que
user
s (‘0
00)
Average
0.0%
0.40%
0
0.40%
0.0%0.0%
120,000
}
7.03%
2.59%
0.18%
7.48%
7.93%
7.13%
0.06%
0.47%0.53%
1 23
!
>>
For every 1 million impressions
70K are dwelled
1,800 impressions are clicked
Clic
k th
roug
h rate
1.1%
Ave
rage
Conversion Rate
Auto
Home Page
Finance
Social Network
Entertainment
News
Standa rd Banne rs What works whe re?
Telecom
Getting a reply
AD size and performance
Dwell Rate
1 2 3 4 5 6 7 8 9 10
Conversion rate by frequency
Conversion rate Unique users
300x600 & 300x250 are the best performing
Telecom Standard Banners
200,000
234 X 60 728 X 90 300 X 250 160 X 600 300 X 600
Size
in p
ixel
s
Clic
k th
roug
h rate
0 0
0.14%
Click through rate Size in pixels
Users are most likely to convert during the first 3 exposures to a
Telecom campaign
Telecom Advertising in 6 PointsTelecom is the second largest vertical in online spending. Advertisers are expected to spend more than $4 billion on online advertising in 2011, according to eMarketer. Here are six points that every Telecom advertiser should know.
© 2011 MediaMind Inc. All Rights Reserved
Dw
ell a
vg. d
urat
ion
( sec
)
13%
Ave
rage
Dwell Rate
Auto
Finance
Home Page
Social Network
Entertainment
News
0
100 Rich Media
Telecom
5
1
2
4
6
3
5
1
2
4
6
3
MediaMind Research
3
The comprehensive guide on how to leave an effective message
3
Telecom in Six Points
Spending on Advertising for Telecom
Measuring Online Display
Movistar taps into soccer fever with a ‘Battle of the Tweets’
Direct Response Advertising
Ad Size and Performance: Is Bigger Better?
Advertising Mobile on Mobile
Branding for Telecom
How to get users to say YES! to 4G
Reach and Frequency
Conclusion
Regional Benchmark Tables
Country Benchmark Tables
Table of Contents4
5
7
8
9
10
11
12
14
15
16
17
20
4
The comprehensive guide on how to leave an effective message
Telecom in Six Points
1 Telecom is the second highest vertical for user engagement and for advertising spending.
2 For every million impressions, 70K are dwelled and 1,800 impressions are clicked.
3 For Telecom Standard Banners, the highest performing placements are in the Travel, Technology, News, Entertainment and Finance sections.
4 The IM and Lifestyle placements achieve the highest Rich Media engagement.
5
6
300x600 and 300x250 are the best performing Telecom Standard Banners.
Users are most likely to convert during the first three exposures to a Telecom campaign.
Adv
ertis
ing
Spe
ndin
g (b
illio
ns)
5
The comprehensive guide on how to leave an effective message
Spending on Advertising for TelecomFor an industry whose main aim is to help people communicate, Telecom is doing an effective job communicating with its customers. According to eMarketer, Telecom is the second highest spender on display advertising after Retail.
In 2011, US Telecom advertisers are expected to spend over $4 billion on online advertising. Much of this spending is aimed at direct response, attracting users to buy phones or sign up for services online. However, as many users still acquire phones and service via the old fashioned brick and mortar outlets, Telecom branding still matters.
Telecom is also the second highest vertical in terms of user engagement, which correlates nicely with its increased spending. Rich Media impressions receive a Dwell Rate of 7%, which is higher than the 6.5% average.
Source: eMarketer, US spending.
Chart 1: Telecom Online Advertising Spending
Dwell Rate
SportsTelecom
Electronics
Retail
Travel
Health/Beauty
Government/Utilities
Consumer Packaged Goods
Apparel
Entertainment
Corporate
Services
Medical
Auto
News/Media
Financial
Careers
Gaming
B2B
Restaurant
Tech/Internet
6
The comprehensive guide on how to leave an effective message
Source: MediaMind Research, 2011, Global.
Chart 2: Telecom - Second Highest Vertical on Engagement
Rat
e
Dwell Rate Impression with any
Interaction Rate
Click Through
Rate
Post Click Conversion
Rate
Post Impression Conversion
Rate
Total Conversion
Rate
7
The comprehensive guide on how to leave an effective message
Chart 3: Advertising Performance for Telecom
Measuring Online DisplayTo measure the full effect of display advertising on users, advertisers should follow the full advertising ecosystem from the exposure to the conversion to understand what makes users tick.
Advertisers should be looking at a number of metrics. No one metric can encompass the full effect of online display advertising, from increasing awareness to the intent to purchase and the actual purchase. Measuring the proportion of impressions that were engaged with, serves as a proxy for the branding effect of ads. To measure the effectiveness of branding, MediaMind uses two metrics: Dwell Rate and Average Dwell Time. Dwell Rate measures the proportion of Rich Media impressions that were intentionally engaged with by touch, interaction or click. Average Dwell Time measures the duration of a Dwell in seconds for users who engaged. In both cases, unintentional Dwell lasting less than one second is excluded.
Dwell provides an estimate of the share of impressions that were seen by users with high likelihood. Users’ natural tendency is to follow the mouse cursor movement with their eyes. Dwell measures the proportion of impressions that had a meaningful mouse-touch, lasting more than one second. While there have been users who have seen the ads and have not touched them with their mouse, Dwell allows us to gauge the number of users that are very likely to see the ad.
For the purpose of this analysis, MediaMind Research analyzed the results of nearly 21 billion Telecom impressions. Impressions were served by MediaMind between Q2 2010 and Q1 2011. This analysis covers global data, unless noted otherwise.
Overall advertising performance for Telecom was analyzed by the number of impressions served and how users responded to them.
Source: MediaMind Research, 2011, Global.
8
The comprehensive guide on how to leave an effective message
Out of every one million impressions that are served, 70K impressions are Dwelled, or engaged with, by users for a meaningful amount of time (at least one second). About 26,000 impressions out of every million receive any interaction. And of out of the same one million impressions, 1,800 impressions are clicked on, while only 600 of these clicks end up in a conversion. An additional 4,700 impressions end up in a conversion by users who did not click on them, but rather searched or typed the URL. Overall, on average, one million impressions yield 5,300 conversions.
In addition, reach and frequency can tell advertisers how many users have been exposed to the campaign and for how many times. MediaMind offers the ‘Adjusted Unique’ metric, which statistically adjusts for the over-counting of users caused by cookie deletion and provides a more accurate representation of reach.
Movistar Imagenio inspired users by combining two winning ingredients—display advertising and soccer. The Spanish Internet television service launched a campaign that solicited interaction from thousands of fans as they enthusiastically used Twitter to support Real Madrid CF or FC Barcelona.
Movistar covered the homepage of ElMundo.es, one of Spain’s largest newspapers, with the huge MastHead format, a large 990x250 format, which was débuted for the occasion. The banner encouraged users to take part in a ‘battle of the tweets’ and to watch a video introducing Imagenio Energía. Real-time tweets appeared in the ad for each team to see who has more ‘energy’. More than three hundred thousand users viewed Movistar’s video for the campaign “Imagenio Energía” in the ad.
Spaniards responded in kind, with an average Dwell Rate of 17.3%, nearly three times the Spanish benchmark of 6%. On average, users spent 53 seconds engaging with the banner, far more than a 30 second TV spot.
For the full case study, click here (http://bit.ly/BattleOfTheTweets).
Movistar taps into soccer fever with a ‘Battle of the Tweets’
0.35%
0.30%
0.25%
0.20%
0.15%
0.10%
0.05%
0.00%
Clic
k Th
roug
h R
ate
0.0%
IM
Games
Lifestyle
EntertainmentHome Page
Technology
Travel
Social Network
Weather
Music
Average
Average
Auto
Finance
Mail ROS
OtherSport
RON
News
0.1% 0.2% 0.3%
Conversion Rate
0.4% 0.5% 0.6% 0.7% 0.8% 0.9% 1.0% 1.1%
9
The comprehensive guide on how to leave an effective message
Direct Response AdvertisingThe analysis in Chart 4 exhibits the CTR and Conversion Rate achieved by various site groups and online environments. Conversion Rate includes both Post Click and Post Impression Conversions. For direct response, the online environments that achieve both high CTR and high Conversion rate are Travel, Technology, Homepage, News, Entertainment and Finance. IM achieves high CTR but relatively low Conversion Rate, while Social Networks are low on both measures.
The difference between clicks and conversions stems from Post Impressions Conversions. These conversions come from users who were exposed to the campaign, did not click on the ad, but went to the advertiser’s site and converted. Post Impression Conversions typically account for the majority of conversions in the campaign.
Source: MediaMind Research, 2011, Standard Banners, Global.
Chart 4: Telecom Standard Banner Performance by Placement
Clic
k Th
roug
h R
ate
Click Through Rate SizeS
ize
(Pix
els)
10
The comprehensive guide on how to leave an effective message
The Medium Rectangle MPU (300x250), which is the most popular and is also typically very visible, has some of the highest performance, 0.11%. Still, overall, the largest ad of the frequently used sizes—300x600 achieved the best performance, 0.12%.
Ad Size and Performance: Is Bigger Better?Not necessarily. While there is a link between size and performance of Telecom Standard Banners, the location of the ad matters as well. For example, one of the smallest units, the Half Banner (234x60), which is heavily used in Messenger, has a higher performance than larger ads. This is because its location on Messenger is very visible, which encourages clicks.
Source: MediaMind Research, 2011, Global.
Chart 5: Ad Size and Performance
11
The comprehensive guide on how to leave an effective message
If you already have a mobile phone, it does not mean that you are not looking for a new one, or a landline, or internet connection. Initial results for mobile campaigns suggest that Mobile ads for Telecom achieve six times the performance of browser based standard banners.
The higher performance of mobile as compared to PC browser based banners is consistent across verticals. Among the reasons for the higher performance of mobile ads are the novelty and relative prominence of mobile ads, as compared to browser based banners. In many cases, there is only one mobile banner on the page. In addition, mobile ads also occupy a bigger portion of the screen relative to browser based banners.
Advertising mobile on mobile
Mobile Advertising Performance
Clic
k Th
roug
h R
ate
Mobile Banner Standard Banner
Source: MediaMind Research, 2011, Global.
IM
Games
Lifestyle
EntertainmentHome Page
Technology
Travel
Kids
Maps
Social Network
Weather
Music
Average
Average
Auto
FinanceMail
ROS
Other
Sport
RON
News
12
The comprehensive guide on how to leave an effective message
Source: MediaMind, 2011, Global.
Chart 6: Dwell by Ad Placement
Branding for TelecomAn analysis of upper funnel Dwell metrics indicates which placements and which ad formats entice users to take the time to engage with Telecom brands. Telecom appeals to broad audiences as nearly everyone has a phone or an Internet connection. Therefore, it makes sense that ads for Telecom work well in various environments and not only on specific sites.
Chart 6 exhibits the analysis of Dwell and CTR performance of Telecom ads. The x-axis represents Dwell Rate, while the y-axis represents the Average Dwell Time that users spend with ads. The diameter of the circles represents CTR.
The upper right quarter of the chart represents placements that achieve both high Dwell Rate and high Average Dwell Time. In these environments, more users are willing to take the time to engage with ads, and these users also spend more time with the ads. Thus, IM and Lifestyle placements achieve the highest branding performance.
In addition, ads with high Dwell Rate also tend to have high CTR as users who take the time to engage with the ads are also more likely to click on them. Specifically, Games, Music, IM and Health and Beauty have both high Dwell Rate and high CTR.
Dw
ell A
vera
ge D
urat
ion
(sec
)
Dwell Rate
Click Through Rate0.1%0.5%1.0%1.5%1.8%
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% 12% 13%
100
80
60
40
20
0
Dwell Rate
13
The comprehensive guide on how to leave an effective message
Source: MediaMind, 2011, Global.
Chart 7: Dwell by Ad Format
A similar analysis of performance by ad format indicates that the more assertive formats have a high Dwell Rate, while others tend to record a lower Dwell Rate but a significantly higher Average Dwell Time. Thus, Commercial Break, Overlays, Eyeblaster TV, and Floating Ads tend to have a very high Dwell Rate, but a relatively low Average Dwell Time.
Conversely, most other Rich Media formats tend to have a lower Dwell Rate, but a significantly higher Average Dwell Time. IMs in the upper right quarter have both above average Dwell Rate and above average Dwell Time.
Click Through Rate0.1%0.5%1.0%1.5%1.8%
Dw
ell A
vera
ge D
urat
ion
(sec
)
100
80
60
40
20
00% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22%
IM
HD
3D Cube
Polite Banner
Video Extender
Overlay
Homepage Takeover
Expandable Strip
Expandable Banner
Eyeblaster TV
Push Down Banner
Floating Ad with Reminder
Floating Ad
Single Expandable
Peelback
Sidekick
SkinAverage
Average
14
The comprehensive guide on how to leave an effective message
“Good things happen when you say YES!” or that’s at least what YTL, a telecom provider from Malaysia wanted people to think when it launched its new 4G service “YES!” The aim of the campaign was to convince users to pre-register to the fast mobile broadband 4G service before its official launch.
To get users to pre-register on the website, and to generate a brand experience compatible with YTLs premium position in the market, the company decided to launch lavishly engaging creative, and to get vast reach. To execute the campaign, YTL teamed up with Carat, MediaMind, and Better Digital
Solutions to execute the very first “Levitator” ad experience across all major news portals in the country, a never-before-seen creative homepage takeover in Malaysia. For the first time, MediaMind has enabled large local publishers with their Homepage Takeover concept.
The MediaMind Levitator format was delivered in the country’s three primary languages, grabbing the attention of millions of Malaysian internet users. The ad provided ample opportunities for engagement by drawing users in with adapted TV commercial videos that allowed them to experience the brand and its message before they explored product information. YTL managed to reach out to the Malaysian internet audience with an impressive Dwell Rate of 13.39% as compared to the benchmark of 8.32%. Users also engaged for 73 seconds of Average Dwell Duration, 1.6 the average of other Malaysian campaigns.
For the full case study, click here (http://bit.ly/YES4GCaseStudy).
How to get users to say YES! to 4G
15
The comprehensive guide on how to leave an effective message
Source: MediaMind Research. Sample of 24 Telecom campaigns, April 2010-March 2011.Note: Analysis includes landing page conversion tags.
Chart 8: Conversion Rate by Frequency
Reach and FrequencyIn Telecom campaigns, giving the right offer to the right user is crucial. Users determine if an offer is relevant for them after the first, second or third impression.
The importance of targeting users with the most effective ads early in the campaign is evident when analyzing the performance by frequency of Telecom campaigns. Telecom ads tend to receive the highest Conversion Rate after the first impression, and Conversion Rate quickly drops below average after the fourth impression. This indicates that the first encounters with a user are the most important.
One of the best ways to guarantee delivering the best creative every time is Automatic Creative Optimization, available in MediaMind’s Smart Versioning tool. Automatic Optimization is an algorithm that identifies the most successful creative on an ongoing basis, and serves it the vast majority of the time. MediaMind’s benchmarks shows that ads that used automatic optimization increased CTR by 72% and Conversion Rate by 40%.
Con
vers
ion
Rat
e
Uni
que
Use
rs (‘
000)
Telecom is the second largest vertical in terms of ad spending and the second highest in terms of ad engagement. Out of every one million impressions that are served, 70K impressions are Dwelled, and 1,800 impressions are clicked on. Overall, every million impressions generate 5,300 conversions.
Telecom ads work well in a myriad of placements. For Standard Banners, the highest performing placements are Travel, Technology, Homepage, News, Entertainment and Finance. IM and Lifestyle placement achieve the highest engagement for Rich Media. Larger ads tend to perform better than smaller ones, with 300x600 and 300x250 achieving the best performance for Standard Banners.
The first few exposures to the ad are the most important. An analysis of performance by exposure frequency shows that the first, second and third exposures of the campaign tend to achieve the highest Conversion Rate. With the second highest rate of online engagement, Telecom display is proving an effective way to reach consumers—and to get a return call.
www.mediamind.com
Conclusion
16® 2011 MediaMind Inc. All rights reserved.
17
The comprehensive guide on how to leave an effective message
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The comprehensive guide on how to leave an effective message
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ndab
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r
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r
20
The comprehensive guide on how to leave an effective message
Imp.
with
In
tera
ctio
ns R
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IRD
wel
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ustr
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Polit
e B
anne
r
Med
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Res
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h, Q
3 20
10 to
Q2
2011
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Tele
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chm
arks
for B
razi
l - Q
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10 to
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Form
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pand
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ner
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chm
arks
for B
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2 20
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man
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s (B
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Res
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3 20
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Res
earc
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plea
se c
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Med
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ind
repr
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e or
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ail u
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edia
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m
Formats
Polit
e B
anne
r
Stan
dard
Ban
ner
Ric
h M
edia
Ex
pand
able
Ban
ner
22
The comprehensive guide on how to leave an effective message
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earc
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Expa
ndab
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anne
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repr
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tativ
e or
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s at
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@m
edia
min
d.co
m
Tele
com
Ben
chm
arks
for D
enm
ark
- Q3
2010
to Q
2 20
11Pe
rfor
man
ce M
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s (B
y Fo
rmat
, Siz
e an
d Ve
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Bas
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to In
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Use
r Ini
tiate
d Vi
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Met
rics
Expa
ndab
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s
Stan
dard
Ban
ner
Ric
h M
edia
Polit
e B
anne
r
Expa
ndab
le B
anne
r
Med
iaM
ind
Res
earc
h, Q
3 20
10 to
Q2
2011
.
Med
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Res
earc
h, Q
3 20
10 to
Q2
2011
.
For m
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info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
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ct y
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Med
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repr
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tativ
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s at
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@m
edia
min
d.co
m
Tele
com
Ben
chm
arks
for C
anad
a - Q
3 20
10 to
Q2
2011
Perf
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Met
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Form
at, S
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Vert
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to In
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Use
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tiate
d Vi
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Met
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Expa
ndab
le M
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s
Formats
Polit
e B
anne
r
Stan
dard
Ban
ner
Ric
h M
edia
23
The comprehensive guide on how to leave an effective message
Imp.
with
In
tera
ctio
ns R
ate
IRD
wel
l Rat
eU
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abou
t Med
iaM
ind
Res
earc
h,
Polit
e B
anne
r
Expa
ndab
le B
anne
r
Med
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ind
Res
earc
h, Q
3 20
10 to
Q2
2011
.
For m
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info
rmat
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abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
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m
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tativ
e or
em
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s at
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@m
edia
min
d.co
m
Tele
com
Ben
chm
arks
for F
ranc
e - Q
3 20
10 to
Q2
2011
Perf
orm
ance
Met
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Form
at, S
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Vert
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)
Formats
Bas
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to In
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Use
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tiate
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Expa
ndab
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s
Stan
dard
Ban
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Ric
h M
edia
Ex
pand
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Ban
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Med
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ind
Res
earc
h, Q
3 20
10 to
Q2
2011
.
Tele
com
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chm
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for D
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3 20
10 to
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2011
Perf
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Expa
ndab
le M
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s
Formats
Polit
e B
anne
r
Stan
dard
Ban
ner
Ric
h M
edia
24
The comprehensive guide on how to leave an effective message
Imp.
with
In
tera
ctio
ns R
ate
IRD
wel
l Rat
eU
ser A
vera
ge D
wel
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Stan
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Ban
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Ric
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Ex
pand
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Ban
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The comprehensive guide on how to leave an effective message
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earc
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chm
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for I
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3 20
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Formats
Polit
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Stan
dard
Ban
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Ric
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edia
Ex
pand
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Ban
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26
The comprehensive guide on how to leave an effective message
Imp.
with
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Perf
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for I
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Formats
Polit
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Ban
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Ric
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Ex
pand
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Ban
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27
The comprehensive guide on how to leave an effective message
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d R
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2 20
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rmat
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abou
t Med
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ind
Res
earc
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plea
se c
onta
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chm
arks
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alay
sia
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11Pe
rfor
man
ce M
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s (B
y Fo
rmat
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e an
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edia
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anne
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Push
Dow
n B
anne
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3 20
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able
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The comprehensive guide on how to leave an effective message
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d R
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Q3
2010
to Q
2 20
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For m
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info
rmat
ion
abou
t Med
iaM
ind
Res
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h,
plea
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Med
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Ben
chm
arks
for N
ethe
rland
s - Q
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2011
Perf
orm
ance
Met
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(By
Form
at, S
ize
and
Vert
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)
Formats
Bas
ic M
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to In
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tiate
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Expa
ndab
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Stan
dard
Ban
ner
Ric
h M
edia
Ex
pand
able
Ban
ner
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e B
anne
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Ben
chm
arks
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exic
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3 20
10 to
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2011
Perf
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Form
at, S
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Vert
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tiate
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Expa
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Med
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Res
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3 20
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2011
.
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ner
29
The comprehensive guide on how to leave an effective message
Imp.
with
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tera
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ns R
ate
IRD
wel
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eU
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vera
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arks
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orw
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Q3
2010
to Q
2 20
11Pe
rfor
man
ce M
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s (B
y Fo
rmat
, Siz
e an
d Ve
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Formats
Bas
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to In
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Expa
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Stan
dard
Ban
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Ric
h M
edia
Ex
pand
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ind
Res
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h, Q
3 20
10 to
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t Med
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ind
Res
earc
h,
Expa
ndab
le B
anne
r
Push
Dow
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anne
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Med
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Res
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h, Q
3 20
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t Med
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chm
arks
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Formats
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anne
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Ban
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h M
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30
The comprehensive guide on how to leave an effective message
Imp.
with
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2 20
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info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
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Med
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ortu
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2 20
11Pe
rfor
man
ce M
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s (B
y Fo
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, Siz
e an
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Formats
Polit
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Stan
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Ban
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Ric
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Ex
pand
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Ban
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32
The comprehensive guide on how to leave an effective message
Imp.
with
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tera
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chm
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Formats
Polit
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Stan
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Ban
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Ric
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Ex
pand
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Ban
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33
The comprehensive guide on how to leave an effective message
Imp.
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Res
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anne
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anne
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earc
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2010
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Bas
ic M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
Use
r Ini
tiate
d Vi
deo
Met
rics
Expa
ndab
le M
etric
s
Formats
Polit
e B
anne
r
Stan
dard
Ban
ner
Ric
h M
edia
Ex
pand
able
Ban
ner
34
The comprehensive guide on how to leave an effective message
Imp.
with
In
tera
ctio
ns R
ate
IRD
wel
l Rat
eU
ser A
vera
ge D
wel
l Tim
e (S
econ
ds)
CTR
Avg
. Vid
eo
Dur
atio
n (S
econ
ds)
Star
ted
Rat
e 50
% P
laye
d R
ate
Fully
Pla
yed
Rat
eA
vg. V
ideo
D
urat
ion
(Sec
onds
)St
arte
d R
ate
50%
Pla
yed
Rat
eFu
lly P
laye
d R
ate
Impr
essi
ons
with
A
ny P
anel
Ex
pans
ion
Rat
eTo
tal E
xpan
sion
R
ate
Avg
. Exp
ansi
on
Dur
atio
n (S
econ
ds)
----
----
0.23
%--
----
----
----
----
----
300x
250
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----
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11.2
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10.5
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26.1
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----
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----
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9.1
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----
----
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--
Dat
a So
urce
--D
enot
es in
appl
icab
le m
etric
or i
nsuf
ficia
nt d
ata.
Imp.
with
In
tera
ctio
ns R
ate
IRD
wel
l Rat
eU
ser A
vera
ge D
wel
l Tim
e (S
econ
ds)
CTR
Avg
. Vid
eo
Dur
atio
n (S
econ
ds)
Star
ted
Rat
e 50
% P
laye
d R
ate
Fully
Pla
yed
Rat
eA
vg. V
ideo
D
urat
ion
(Sec
onds
)St
arte
d R
ate
50%
Pla
yed
Rat
eFu
lly P
laye
d R
ate
Impr
essi
ons
with
A
ny P
anel
Ex
pans
ion
Rat
eTo
tal E
xpan
sion
R
ate
Avg
. Exp
ansi
on
Dur
atio
n (S
econ
ds)
----
----
0.06
%--
----
----
----
----
----
300x
250
----
----
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----
----
----
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----
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----
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----
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55.4
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.6
Dat
a So
urce
--D
enot
es in
appl
icab
le m
etric
or i
nsuf
ficia
nt d
ata.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
@m
edia
min
d.co
m
Tele
com
Ben
chm
arks
for U
nite
d St
ates
- Q
3 20
10 to
Q2
2011
Perf
orm
ance
Met
rics
(By
Form
at, S
ize
and
Vert
ical
)
Formats
Bas
ic M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
Use
r Ini
tiate
d Vi
deo
Met
rics
Expa
ndab
le M
etric
s
Stan
dard
Ban
ner
Ric
h M
edia
Ex
pand
able
Ban
ner
Floa
ting
Ad
Med
iaM
ind
Res
earc
h, Q
3 20
10 to
Q2
2011
.
Push
Dow
n B
anne
r
Med
iaM
ind
Res
earc
h, Q
3 20
10 to
Q2
2011
.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
@m
edia
min
d.co
m
Tele
com
Ben
chm
arks
for U
K -
Q3
2010
to Q
2 20
11Pe
rfor
man
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
rtic
al)
Bas
ic M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
Use
r Ini
tiate
d Vi
deo
Met
rics
Expa
ndab
le M
etric
s
Formats
Polit
e B
anne
r
Stan
dard
Ban
ner
Ric
h M
edia
Ex
pand
able
Ban
ner
35
The comprehensive guide on how to leave an effective message
Met
ric
Wha
t doe
s it
mea
sure
?H
ow s
houl
d it
be
used
?
Impr
essi
ons
wit
h A
ny
Inte
ract
ion
Rate
The
num
ber o
f im
pres
sion
s w
ith a
t lea
st o
ne in
tera
ctio
n ou
t of t
he to
tal n
umbe
r of s
erve
d im
pres
sion
s.
Impr
essi
ons
with
mul
tiple
inte
ract
ions
are
acc
ount
ed fo
r onl
y on
ce.
Inte
ract
ions
are
def
ined
as
clic
ks,
open
ing
(exp
andi
ng) a
pan
el, F
lash
mov
ie re
play
, vid
eo m
ute,
vid
eo s
ound
on,
vid
eo p
ause
, ful
l scr
een
vide
o m
ode
star
t / p
ause
/ e
nd o
r oth
er u
ser-
defin
ed In
tera
ctio
ns.
To q
uant
ify h
ow m
any
of th
e se
rved
impr
essi
ons
wer
e in
tera
cted
with
.
Inte
ract
ion
Rate
(IR)
The
tota
l num
ber o
f int
erac
tions
out
of t
he to
tal n
umbe
r of s
erve
d im
pres
sion
s. Im
pres
sion
s w
ith m
ultip
le
inte
ract
ions
are
acc
ount
ed fo
r mul
tiple
tim
es.
Inte
ract
ions
are
def
ined
as
clic
ks, o
peni
ng (e
xpan
ding
) a p
anel
, Fl
ash
mov
ie re
play
, vid
eo m
ute,
vid
eo s
ound
on,
vid
eo p
ause
, ful
l scr
een
vide
o m
ode
star
t / p
ause
/ e
nd o
r ot
her u
ser-
defin
ed In
tera
ctio
ns.
To q
uant
ify th
e ex
tent
to w
hich
ser
ved
impr
essi
ons
wer
e in
tera
cted
with
.
Dw
ell R
ate
The
num
ber o
f im
pres
sion
s th
at w
ere
dwel
led
upon
out
of a
ll im
pres
sion
s. D
wel
l is
defin
ed a
s an
act
ive
enga
gem
ent w
ith a
n ad
. It
incl
udes
pos
ition
ing
the
mou
se o
ver a
n ad
, use
r-in
itiat
ion
of v
ideo
, use
r-in
itiat
ion
of a
n ex
pans
ion,
and
any
oth
er u
ser-
initi
ated
Cus
tom
Inte
ract
ion.
Uni
nten
tiona
l Dw
ell,
last
ing
less
than
one
se
cond
, is
excl
uded
.
This
pro
prie
tary
Med
iaM
ind
met
ric
mea
sure
s w
hat p
ortio
n of
impr
essi
ons
wer
e in
tent
iona
lly e
ngag
ed w
ith.
Use
d to
qu
antif
y th
e sh
are
of im
pres
sion
s th
at a
ttra
cted
use
rs to
ac
tivel
y en
gage
with
an
ad.
Use
r Ave
rage
Dw
ell T
ime
(Sec
onds
)
The
aver
age
dura
tion
of a
Dw
ell.
For
impr
essi
ons
that
wer
e dw
elle
d up
on, t
his
met
ric
sum
s th
e du
ratio
n of
th
e fo
llow
ing
user
initi
ated
act
ions
: Th
e am
ount
of t
ime
in w
hich
a m
ouse
was
pos
ition
ed o
ver a
n ad
, use
r-in
itiat
ed v
ideo
dur
atio
n, u
ser-
initi
ated
exp
ansi
on d
urat
ion
and
the
dura
tion
of a
ny o
ther
use
r-in
itiat
ed C
usto
m
Inte
ract
ion.
Uni
nten
tiona
l Dw
ell,
last
ing
less
than
one
sec
ond,
is e
xclu
ded.
For i
mpr
essi
ons
that
wer
e dw
elle
d up
on, t
his
prop
riet
ary
Med
iaM
ind
met
ric
mea
sure
s th
e av
erag
e du
ratio
n of
act
ive
enga
gem
ent.
Use
d to
qua
ntify
how
eng
agin
g an
ad
is to
us
ers
who
wer
e in
itial
ly a
ttra
cted
to a
ctiv
ely
enga
ge w
ith it
.
Clic
k Th
roug
h Ra
te (C
TR)
The
num
ber o
f im
pres
sion
s th
at re
sulte
d in
clic
ks o
ut o
f ser
ved
impr
essi
ons.
A h
isto
ric
met
ric
that
is u
sed
prim
arily
for S
tand
ard
Bann
ers.
For S
tand
ard
Bann
ers,
ser
ves
as th
e on
ly m
easu
re o
f th
e ad
s'
effe
ctiv
enes
s.A
vg. V
ideo
Dur
atio
n (S
econ
ds)
The
aver
age
dura
tion,
in s
econ
ds, o
f the
vid
eo a
sset
s th
at p
laye
d in
the
ad.
This
met
ric
incl
udes
use
r-in
itiat
ed
and
auto
-initi
ated
vid
eos.
To q
uant
ify th
e du
ratio
n of
the
vide
o th
at p
laye
d in
an
ad.
Star
ted
Rate
Th
e nu
mbe
r of t
imes
the
vid
eo a
sset
s st
arte
d ou
t of s
erve
d im
pres
sion
s w
ith v
ideo
. Th
is m
etri
c in
clud
es u
ser-
initi
ated
and
aut
o-in
itiat
ed v
ideo
s.To
qua
ntify
the
num
ber o
f tim
es v
ideo
s in
ads
sta
rted
pla
ying
.
50%
Pla
yed
Rate
Of t
he v
ideo
ass
ets
that
sta
rted
pla
ying
, how
man
y of
them
pla
yed
up to
50%
of t
he v
ideo
's d
urat
ion,
out
of
star
ted
vide
o im
pres
sion
s.To
mea
sure
the
prop
ortio
n of
sta
rted
vid
eos
in w
hich
the
vide
o pl
ayed
at l
east
50%
of i
ts to
tal d
urat
ion.
Fully
Pla
yed
Rate
Of t
he v
ideo
ass
ets
that
sta
rted
pla
ying
, the
por
tion
of v
ideo
s th
at p
laye
d th
eir f
ull d
urat
ion.
To m
easu
re th
e pr
opor
tion
of s
tart
ed v
ideo
s in
whi
ch th
e vi
deo
play
ed to
its
full
dura
tion.
Impr
essi
ons
wit
h A
ny
Pane
l Exp
ansi
on R
ate
The
num
ber o
f im
pres
sion
s w
ith a
t lea
st o
ne p
anel
exp
ansi
on o
ut o
f ser
ved
expa
ndab
le im
pres
sion
s. T
his
met
ric
mea
sure
s us
er-in
itiat
ed e
xpan
sion
s.To
qua
ntify
how
man
y of
the
expa
ndab
le s
erve
d im
pres
sion
s ha
d ex
pans
ions
.
Tota
l Exp
ansi
on R
ate
The
tota
l num
ber o
f pan
el e
xpan
sion
s ou
t of s
erve
d im
pres
sion
s. T
his
met
ric
mea
sure
s us
er-in
itiat
ed a
nd
auto
-initi
ated
exp
ansi
ons.
To q
uant
ify th
e ex
tent
to w
hich
exp
anda
ble
serv
ed
impr
essi
ons
wer
e ex
pand
ed.
Avg
. Exp
ansi
on D
urat
ion
(Sec
onds
)Th
e av
erag
e tim
e a
pane
l was
exp
ande
d. T
his
met
ric
mea
sure
s au
to-in
itiat
ed a
nd u
ser-
initi
ated
exp
anda
ble
bann
ers.
To m
easu
re th
e tim
e th
at th
e us
er s
pent
with
the
bann
er
expa
nded
on
the
scre
en.
Med
iaM
ind
Met
rics
Def
init
ions