NEW YORK BALTIMORE July 14, 2011
The study found that for online video, CTRs vary across sectors, age, content, daypart/day of week and geography. These variations must be taken into account to gain a true assessment of performance, and more importantly, should be applied to achieve optimal campaign success. For instance, though a CTR of 1.2% is above the industry average — only an analysis of specific norms will reveal if that goal is high or low for a sleep aid targeting 55+ consumers on weekday mornings.
CTR Norm Findings:
1. Category Performance
Across 10 sectors, advertisements for the financial category performed best, with CTR rates 15% above the norm for all video advertisements. Home improvement and entertainment/movie advertising also exceeded CTR norms. With more than a 45 percentage point differential between the highest performing category and the lowest performing category, it is evident that a clear understanding of CTR rates by sector is crucial when evaluating campaign performance for diverse products and services. In other words, a financial services ad and a pharma ad must be evaluated differently, according to different category benchmarks.
2. Demographic Performance: Gender and Age
The study found that when it comes to gender, men and women show only a 2% point variance in CTRs for video advertisements. Age proved to be far more variable, showing an uptick on both ends of the age spectrum, with CTRs indexing 12% above the norm for both adolescents ages 15 to 17 and those over 65 years of age. The flattest CTRs come in key target demographics – those falling between 18 and 64 years of age – and perhaps the busiest and most message fatigued of all consumer groups.
3. Day of the Week/Daypart Performance
4. Contextual Performance
As expected, publisher content genre had a tremendous impact on CTR performance, supporting the notion that contextual relevance is an important factor to consider within a campaign. Following the analysis of 18 content genres, comprised of 259 specific sites, the top performing content genres for CTR included (in order): health, community, men’s lifestyle, technology, food, portal, gaming and entertainment.
5. Geographic Performance
Illinois New York Texas Wyoming Alaska Georgia Minnesota California
"This research provides insight to help advertisers properly use and improve CTR video metrics to optimize performance," said Haley. "Of course, CTRs are never an advertiser’s end goal. But achieving "the click" can be the start of deeper consumer engagement that many advertisers desire. The application of CTR norms will help bring them closer to achieving that goal."
January 2011 www.tidaltv.com
TidalTV is a video advertising network and solutions provider that flawlessly connects some of the world’s most powerful brands with their targeted consumers. Working with over 1,000 premier content creators and publishing partners, TidalTV has access to an online addressable universe of over 80 million unique viewers per month. The network is the largest aggregator of 1:1 addressable audience data from third-party providers, with the ability to target precise consumer segments by demographic, psychographic and behavioral metrics. TidalTV leverages the power of consumer data and ad decisioning to increase accountability, optimize performance and maximize advertising ROI within video campaigns.
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