We have just released the 2012 full year global benchmark report, “Viewability: A New Lens for Engagement”, becoming the first campaign management platform to provide viewability benchmarks across formats and industries.
A new metric shaking up the online advertising industry, viewability indicates the percentage of ads that were seen versus served. There is a significant correlation between viewability and performance; the 63 percent of rich media ads that were viewable showed a 54.5 percent boost in click-through rates versus total served ads.
Here are some key points from the report relevant to APAC:
- The biggest global benchmark – analysed over 600 billion display ad impressions from 47 countries worldwide.
- Japan and Malaysia made up the largest portion of impressions served in Asia.
- Japan is also accounted for the bulk of in-stream video served by MediaMind in the region.
- East Asia experienced better click-through rates (CTRs) than North America, particularly formats like standard banners, rich media, in-stream video and mobile.
- South Asia is a developing market with strong prospects of moving digital ads at scale, boasting high dwell rates, average dwell times and expansion times
- Australia and New Zealand are mature markets that is driving the overall economic growth, including digital advertising
The Benchmarks include a comprehensive analysis of complete 2012 engagement metrics from more than 600 billion display ad impressions from 47 countries worldwide. The full report is available for download here, whereas the infographic is available here.