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Ben Hollom - Marketing Director, M2 Bespoke

Ben Hollom – Marketing Director, M2 Bespoke

By Ben Hollom

Google is offering advertisers the chance to instantly check how their ads are performing with the latest addition to its arsenal – the Display Benchmarks Tool. It will show how display ads are faring relative to aggregated campaigns, which will allow marketers to see their marketing activity in context and to compare their own performance, Google´s DoubleClick Advertiser Blog informed.

Users of the tool have the option to select the criteria with which their ads will be compared, according to geographical coverage, type of media, size and formats. After the analysis has been completed, the tool prepares a report that can either reveal current information, or look at trends going back more than a year.

What the Display Benchmarks Tool tracks is the average interaction rate, average duration of interaction and the expansion rate for rich media ads. In addition, it also gives marketers the opportunity to compare the overall click-through rate with those recorded for standard media and rich media, Google explained. Information regarding the length of time during which expander ads stay expanded and video completion rates, as well as the average amount of time that rich media impressions were displayed, can be also be obtained.

While utilising the tool, Google noticed certain trends that have evolved over the past few months. Since last summer, users interact with ads 50% to 60% more frequently. Meanwhile, video completion rates grew almost 24% and reached a 60% completion rate, the blog post said.

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Ben Hollom

May 31, 2013