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VIEWABILITY

A NEW LENS FOR ENGAGEMENT

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D G M e d i a M i n d F u l l - Ye a r 2 0 1 2 G l o b a l B e n c h m a r k

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Viewability - A new lens for engagement

Table of Contents
3

Introduction

Executive Summary

Viewability

The Benchmark Data Tables

Country Benchmarks
19 Argentina

31 Egypt

43

Japan

55

Singapore

11 Latin America

20 Australia

32 Finland

44

Lithuania

56

South Africa

12 Europe

21 Austria

33 France

45

Malaysia

57

Spain

14 Middle East & Africa

22 Belgium

34 Germany

46

Malta

58

Sweden

15 Australia & New Zealand

23 Brazil

35 Greece

47

Mexico

59

Switzerland

17 East Asia

24 Canada

36 Hong Kong

48

New Zealand

60

Thailand

18 South Asia

25 Czech Republic

37 Hungary

49

Netherlands

61

Taiwan

26 Chile

38 India

50

Norway

62

Turkey

27 China

39 Indonesia

51

Philippines

63

UK

28 Colombia

40 Ireland

52

Poland

64

United States

29 Denmark

41 Israel

65

Vietnam

30 Dubai

42 Italy

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Definitions and Methodology

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10 North America

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66

19

53

Portugal
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54

Romania
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2

Viewability - A new lens for engagement

Introduction

As in previous benchmarks, standard banners remained the largest percentage of ads


analyzed. However, rich media and video impressions increased their share of the total this year.
As for metrics, the benchmark tables include click-through rates (CTR), interaction rates
and dwell, video and expansion metrics. The Interactive Advertising Bureau (IAB), in an
effort to standardize the definition of engagement for the industry, recently published a
whitepaper titled Digital Ad Engagement: An Industry Overview and Reconceptualization.
The whitepaper outlines three types of engagement: cognitive, emotional and physical.
Data captured in DG MediaMinds report reside exclusively within the physical engagement
definition, tracking user-initiated physical interactions occurring on the page and within
the ads.
In addition to physical engagement metrics, the report provides a quick overview of DG
MediaMinds latest viewability offering, which is pending Media Rating Council (MRC)
accreditation. In preparation for the industry shift from served to viewable impression
standard, we looked at a snapshot of global data from September 2012 and found that
63% of rich media ads were viewable. We are the first ad network to publicly release
viewable rates across industries and formats, and found that viewability had a significant
impact on engagement and conversion.

Engagement with online ads (measured by clicks, dwell and other user-initiated actions)
generally jumped for ad units that incorporate interactive elements such as compelling
animation, expansions, sound and video.
Viewability, benchmarked here for the first time, improved click-through rates over total
served impressions by 54.5%, proving that unseen ads were dragging down the overall
effectiveness of campaigns.

As we analyzed the broader benchmark data, several engagement trends began to


emerge. As a result of the mature market and incremental changes in overall ad delivery,
performance metrics remained largely static in North America compared to the Q2 2011Q1 2012 report. One big change is the inclusion of the video player ad-serving interface
definition (VPAID) format, which allows for fully interactive video and allows advertisers to
capture user-interaction data on their video campaigns. We found that CTR increased as
ads included more interactive elements.
In Europe, the UK stands out for an increase in rich media performance metrics. Events
such as the London Olympics, the Euro Cup, the Queens Jubilee and numerous high180X150
profile news stories (royal and otherwise) increased the availability of quality content
against which advertisers could showcase new creative. This was especially relevant for
expandable media, which saw click-through rates jump from 0.23% to 0.99%, an increase
of 330% over the previous benchmark. Dwell rates for rich media jumped from 2.3% to
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7.1% during the same period.

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Executive Summary

Digital video ads took center stage in 2012. The DG MediaMind platform served a
statistically measurable amount of in-stream impressions in more than 23 countries
throughout the year, up 43.8% over 2011.

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As you read through the report, youll see many of the trends and technologies that are
driving the growth of digital advertising. This Benchmark features analysis of more than
600 billion display ad impressions from 47 countries worldwide dating from January 1,
2012 to December 31, 2012, our largest sample yet.

As we sifted through the data, including an analysis of our new viewability feature, several
key takeaways emerged:

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Digital advertising accounted for 19.8% of worldwide total media advertising spending
in 2012, according to eMarketer, and will account for 21.7% of it in 2013. By 2016, they
expect digital to account for more than a quarter of all media ad spending worldwide.
This DG MediaMind Full-Year 2012 Benchmark Report has been developed to provide
a valuable tool for our clients and the industry, offering digital analysis that is unique in
scale and scope.

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Another notable shift in the 2012 data is the growth of in-stream video (VAST) advertisements.
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Video ads met the threshold to be included in the new benchmarks in 23 countries versus
16 for the previous benchmark. This reflects the broad global adoption of digital video.

Viewability - A new lens for engagement

Viewability
As digital advertising matures, new and more robust measurement and pricing techniques
are emerging, many driven by marketer demand.
According to the Q4 2012 CMO Council report, State of Marketing 2012, 59% of marketers
used physical engagement data, including clicks, response and conversion rates to track
effectiveness of their digital campaigns. Of the sample, 47% of marketers listed website
performance; volume, quality and origin of site traffic and page views; dwell time and
registrations or sign-ups as metrics for measuring performance.

Amid calls to eliminate the click as a performance metric, the industry is working to develop
and deliver alternative measurable metrics. During 2012, the biggest move in measurement
and pricing was the push for the viewable impression standard. The IAB partnered with
the Media Rating Council (MRC) and leading U.S. marketers (a coalition known as Making
Measurement Make Sense, or 3MS) to develop, define, and promote this new standard.
While the official standard has not been finalized, the current working threshold is 50% of
an ads pixels in view for at least one second.
DG MediaMinds viewable impression measurement, part of our broader Verification
offering, is pending accreditation from the MRC.

47%

The idea is that a viewability standard would shift the currency standard from served
impressions to viewable impressions. It would ensure advertisers that the ads they
buy will be displayed within the viewable screen and for a visually relevant amount of time.

Website performance

Another aspect of the shift to a viewable impression is that it will provide another sub-metric
by which publishers and advertising networks will quantify and qualify their campaigns,
potentially creating a two-tiered system of measurement and pricing. The additional lens will
apply to basically every physical performance metric highlighted in the IABs engagement
whitepaper: viewable CTR (vCTR), viewable interactions, viewable dwell rates, viewable
cost-per-mille (vCPM), etc.

Volume, quality and origin of


site traffic
Page views, dwell time and
registrations/sign-ups

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59%

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Clicks, response and


conversion rates

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MediaMinds Verification Suite, including viewability, was launched out of beta in December
2012. It allows our customers to track impressions at or above the threshold currently
proposed by 3MS across our entire platform, without additional tags or in-house production
costs. It combines all of the aspects of verification in one stack, including content analysis,
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brand safety initiatives and viewability.

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In a preliminary analysis of approximately 16.1 billion rich media impressions recorded


worldwide during September 2012, we quantified the correlation between campaigns with
a higher aggregate viewable rate and higher engagement metrics. We concluded that nonviewable impressions (which had no250X250
chance to be seen by a consumer) dragged down
overall performance by eliminating those extraneous impressions, we saw performance
increase dramatically.

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Viewability - A new lens for engagement

The recordability issue

Financial

68%

Travel

50%

Grand total

60%

We found that the most recordable rich media ad formats were floating ads, wallpaper
ads and commercial breaks. These large, persistent rich media formats also recorded the
highest viewability, as they often dont rely on specific site placement (e.g. above or below the
fold). Formats that were dependent on site design and layout (such as enhanced standard
banners, polite banners and standard expandable banners) were often less viewable.

Services

66%

65%
62%

Careers
Auto
B2B

Telecom

The lowest viewable ads by vertical belonged to financial and telecom, but even those
were viewable at least half the time.

Consumer Packaged Goods


News/Media

67%

63%

58%

Corporate

63%

64%

Entertainment

Restaurant

Tech/Internet
Government/Utilities

Electronics
Health/Beauty
Medical

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Sports
Retail
Gaming
Other

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We found that the average viewable rate for rich media was 63% during the month of
September. The verticals with the highest viewability were travel, news/media, consumer
products and corporate.

73%

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A November MRC advisory recommended more research on the topic, as recordable rates
can range from 0-77% - significant variability that can hinder accurate measurement. DG
MediaMind is working to solve the iFrame problem from multiple angles: we are working
with publishers on a page-level solution, improving our proprietary recording technology
and participating in the IABs SafeFrame initiative to promote recordability-friendly iFrames.

Viewable Rates of Rich Media, by Vertical

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Accurately assessing viewability, however, requires adequate recordability (with recordable


rate or sample being the percentage of impressions recorded out of total served). Not
all ad formats can be recorded, and some browsers are set to block JavaScript. But the
primary stumbling block to measuring viewable impressions is unfriendly iFrames, also
called blind or cross-domain iFrames. Publishers use iFrames to allow outside access to
ad content without compromising control or security of the site.

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Source: MediaMind Research, September 2012

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Viewability - A new lens for engagement

Viewable Rates of Rich Media, by Format

Single
Expandable

73%

0.04%

0.15%

0.03%

0.10%

0.02%

0.05%

0.01%

0.00%

0.00%

Post-click Conversion Rate

0.20%

Viewable Rate Buckets

PushDown
Banner

Source: MediaMind Research, September 2012

For advertisers that embrace viewability as a key performance indicator (KPI), the above
chart can help to guide the creative choices of their rich media campaigns as well as set
expectations for their viewable rates.
Now that weve looked at the viewable rates of impressions, we can apply viewability to
performance metrics.

0.05%

90
-1
00
%

72%

Floating Ad

0.25%

CTR

Post-Click Conversion Rate

Source: MediaMind Research, September 2012

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Standard
Expandable

76%

0.06%

80
-9
0%

67%

Standard
Floating Ad

0.30%

70
-8
0%

77%

0.07%

60
-7
0%

66%

0.35%

50
-6
0%

78%

HTML 5
Expandable
Banner

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Again, after excluding unseen impressions,
the display campaigns were more engaging
and resulted in a higher conversion rate clearly a result of the new viewability attribute.

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Expandable
Banner

63%

60%

CTR and PCCR by Viewability

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Polite
Banner

Wallpaper Ad

40
-5
0%

Grand total

83%

30
-4
0%

Commercial
Break

57%

Floating Ad with
Reminder

20
-3
0%

96%

10
-2
0%

54%

To get a better sense of the impact of viewability, we divided campaigns based on the
share of impressions viewable according to the MRC/3MS recommended standard. The
data shows that as the viewable rate of campaigns increased, both CTR and post-click
conversion average rates rose.

010
%

HTML 5 Polite
Banner

97%

CTR

Enhanced Standard
Banner

Worldwide, click-through rates (CTR) of viewable impressions based on the proposed 3MS
standard were 0.34% compared to 0.22% for all rich media, a lift of 54.5%.

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MediaMinds viewability accreditation is in process. We have observed recordable rates for rich media high above the advisory issued by the MRC.

Viewability - A new lens for engagement

One of the biggest impediments to moving to a viewable impression over served impression
pricing structure is the lack of standardized measurement.
A November 2012 advisory issued by the MRC, based on a pilot test of 22 live campaigns
involving 17 advertisers, 12 agencies and five viewable data vendors, declared that the
percentage of impressions in which viewability cannot be determined is too significant to
reliably project across entire campaigns.
The MRC advised more testing to understand the various methods of measuring viewability
and techniques used to overcome barriers such as cross-domain iFrames.1
Publishers and ad networks are eager for new techniques in digital metrics that will
counteract CPM depression and reintroduce scarcity into the digital ad market. The promise
of viewable impressions is that they will be scarcer than conventional served impressions
and thus command a higher premium.

In total, 10.1 billion of 16.1 billion rich media impressions served by the DG MediaMind
platform were viewable during our test period of September 2012, for an average of
63%. This is the first worldwide, publicly available viewability benchmark to be published
by an individual ad network.
For advertisers looking to use viewability as a key performance indicator, consider
campaigns that use high impact, above the fold creative elements such as commercial
breaks (interstitials), floating ads and wallpaper ads. These formats had consistently higher
viewable rates than the benchmarks and layout dependent formats such as polite and
expandable banners.
Applying viewability to your post-campaign metrics gives advertisers a better sense of
how effective campaigns really are by eliminating impressions from the equation that
had no chance of impacting the target audience.

NBCNews.com, Gannetts USAToday, MSN and other publishers have already redesigned
their websites to maximize the viewability of high-impact ad formats such as IAB Rising
Stars. They report fewer overall impressions but higher performance and increasing CPMs,
benefiting both sides of the equation. Indeed, Forrester Research predicted in October
2012 that the viewable impression standard will be the main driver increasing average
CPMs from $2.66 in 2012 to $4.68 in 2017, a jump of 76%.

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As the technology continues to advance, viewability will likely influence all aspects of digital
advertising, from planning, buying and pricing to measurement. Expect more from DG
MediaMind Research as we continue to document its impact on all facets of the digital
advertising landscape. For now, here are three key takeaways to highlight the impact viewability
can have both during your campaign and attributing value during post-campaign analysis.

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Viewability - A new lens for engagement

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The Benchmark Data Tables

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VIEWABILITY

Viewability - A new lens for engagement

A NEW LENS FOR ENGAGEMENT


D G M e d i a M i n d F u l l - Ye a r 2 0 1 2 G l o b a l B e n c h m a r k

ENGAGEMENT, AS MEASURED BY CLICK-THROUGH RATE,


INCREASED DRAMATICALLY WITH THE INCLUSION OF
RICH MEDIA & INTERACTIVE VIDEO ELEMENTS

CTR
0.10% STANDARD BANNER
0.14% RICH MEDIA
0.16% EXPANDABLE BANNERS
0.85% IN-STREAM VIDEO
1.92% INTERACTIVE IN-STREAM VIDEO

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DWELL RATES COINCIDE WITH STRONG EXPANSION

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7.9% RICH MEDIA DWELL 180X150


22.3% TOTAL EXPANSION300X250
RATE

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Viewability - A new lens for engagement

Benchmarks for North America - 2012


Performance Metrics (By Format, Size and Vertical)

Data Source
Market Definition
--

IR
1.6%
1.4%
1.6%
6.9%
2.1%
2.2%
3.0%
3.9%
1.5%
0.9%
2.5%
4.5%
3.2%
0.3%
0.5%
4.8%
2.8%
0.8%
6.0%
6.9%
3.6%

Dwell Rate
----5.0%
5.9%
4.9%
7.2%
11.7%
28.7%
3.6%
3.4%
3.6%
2.5%
-----

Dwell Rate
4.1%
4.2%
4.9%
5.7%
5.5%
6.1%
5.3%
6.0%
4.4%
4.0%
5.9%
7.4%
5.1%
6.3%
4.7%
6.0%
5.3%
2.9%
4.1%
7.2%
5.3%

CTR
0.10%
0.12%
0.09%
0.09%
0.14%
0.16%
0.12%
0.12%
0.32%
1.06%
0.10%
0.10%
0.09%
0.08%
1.11%
0.85%
1.92%
0.88%

Basic Metrics

User Average Dwell Time


(Seconds)
33.8
22.9
42.1
42.3
28.8
27.0
43.9
51.6
29.3
35.3
30.2
36.3
43.7
16.4
21.3
32.7
30.1
31.5
41.1
49.5
32.0

MediaMind Research, 2012.


North America market includes United States and Canada.
Denotes inapplicable metric or insufficiant data.

Avg. Video
Duration (Seconds)
----22.2
18.9
19.2
17.3
-9.8
27.7
25.4
35.6
29.9
-----

CTR (Rich
Media)
0.12%
0.10%
0.16%
0.19%
0.12%
0.12%
0.15%
0.21%
0.09%
0.13%
0.13%
0.17%
0.09%
0.08%
0.11%
0.25%
0.12%
0.09%
0.12%
0.15%
0.11%

CTR (Standard
Media)
0.13%
0.07%
0.10%
0.22%
0.10%
0.09%
0.11%
0.15%
0.08%
0.09%
0.10%
0.10%
0.08%
0.09%
0.09%
0.09%
0.09%
0.10%
0.05%
0.07%
0.07%

Avg. Video
Duration
(Seconds)
17.7
14.6
42.8
17.4
14.9
-31.1
27.2
11.9
29.5
9.2
19.3
22.5
-30.4
12.7
32.9
-26.6
7.0
11.8

Started Rate
----56.2%
62.1%
60.9%
60.3%
-86.9%
57.9%
56.8%
62.3%
62.0%
91.4%
99.3%
44.1%
--

50% Played Rate


----70.6%
74.7%
71.4%
73.2%
-65.6%
68.3%
67.1%
69.4%
77.4%
81.1%
81.0%
80.9%
--

Avg. Video
Duration (Seconds)
----23.0
15.4
14.6
16.5
15.9
7.6
25.7
27.1
24.4
23.5
-----

50% Played Rate


73.9%
79.0%
74.1%
54.5%
73.1%
-79.3%
65.5%
43.4%
75.9%
16.9%
66.0%
61.7%
-37.0%
63.4%
65.8%
-79.5%
88.0%
81.2%

Fully Played
Rate
60.6%
67.1%
65.7%
42.5%
57.6%
-64.4%
50.6%
33.5%
64.1%
14.2%
54.7%
46.7%
-25.3%
50.6%
53.8%
-71.8%
81.4%
75.0%

Avg. Video
Duration
(Seconds)
14.6
12.6
21.7
18.2
15.3
11.7
26.5
19.8
13.1
28.6
14.0
16.5
15.8
13.1
12.9
23.6
19.5
17.2
16.0
15.7
22.1

Auto Initiated Video Metrics


Started Rate
62.9%
50.4%
51.8%
75.8%
54.1%
-60.7%
57.7%
54.9%
50.0%
53.2%
47.4%
60.8%
-37.6%
38.1%
49.8%
-70.3%
35.6%
61.4%

User Initiated Video Metrics


Fully Played
Rate
----58.4%
64.2%
60.4%
60.9%
-52.2%
54.3%
53.7%
53.3%
60.1%
74.0%
73.6%
76.9%
--

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For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

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Started Rate
----29.7%
13.2%
13.8%
12.9%
0.7%
81.5%
49.4%
44.2%
63.5%
67.9%
-----

Started Rate
39.2%
15.2%
17.1%
0.6%
17.7%
18.7%
31.5%
31.9%
21.1%
57.6%
20.1%
8.3%
5.6%
18.2%
2.3%
9.6%
20.4%
14.1%
20.9%
53.8%
21.0%

Expandable Metrics

50% Played Rate


----70.7%
74.6%
75.4%
75.3%
38.2%
63.5%
70.6%
71.7%
69.0%
66.6%
-----

Fully Played
Rate
----57.5%
62.9%
63.4%
63.4%
22.1%
35.9%
57.0%
58.2%
55.4%
51.5%
-----

Impressions with
Any Panel
Expansion Rate
----3.4%
3.8%
2.9%
4.5%
14.5%
----------

Total Expansion
Rate
----11.5%
9.1%
7.1%
7.6%
21.7%
----------

Avg. Expansion
Duration (Seconds)
----146.4
144.6
104.0
63.2
12.7
----------

50% Played Rate


72.4%
78.2%
76.2%
44.2%
75.7%
51.0%
77.6%
67.7%
67.0%
70.7%
38.6%
58.3%
39.2%
70.8%
28.8%
57.7%
72.2%
63.8%
75.6%
72.1%
67.5%

Fully Played
Rate
59.5%
66.6%
64.6%
33.2%
63.2%
44.5%
62.1%
54.4%
49.6%
57.4%
31.6%
41.9%
29.4%
54.8%
21.4%
44.5%
58.5%
46.3%
63.9%
60.2%
51.7%

Impressions with
any Panel
Expansion Rate
2.8%
2.4%
2.7%
4.0%
2.4%
2.9%
5.5%
3.4%
2.5%
1.8%
3.1%
4.3%
3.2%
0.8%
1.5%
5.2%
3.9%
5.5%
3.2%
5.9%
4.1%

Total Expansion
Rate
12.7%
7.3%
7.7%
9.5%
8.0%
12.0%
15.7%
13.1%
20.4%
18.3%
5.8%
7.8%
6.2%
4.2%
14.7%
11.6%
8.7%
21.3%
2.6%
20.1%
9.5%

Avg. Expansion
Duration (Seconds)
118.8
52.6
75.8
44.0
94.8
94.5
84.7
173.9
50.8
117.0
57.5
48.4
68.0
30.0
48.8
70.4
37.6
73.2
66.0
143.2
47.3

User Initiated Video Metrics

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Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
1.1%
1.1%
1.1%
3.5%
1.5%
1.4%
1.9%
2.8%
1.2%
0.6%
2.1%
2.9%
2.5%
0.2%
0.4%
2.8%
2.3%
0.6%
2.8%
3.7%
2.6%

IR
----2.5%
5.3%
3.9%
6.9%
21.6%
1.1%
0.4%
0.5%
0.2%
0.2%
--6.4%
--

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----36.1
54.0
38.8
40.9
108.8
3.0
23.1
22.6
20.5
21.0
-----

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728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
In-Stream VPAID*
Mobile

Imp. with
Interactions Rate
----1.7%
3.6%
2.8%
4.6%
14.2%
1.1%
0.3%
0.3%
0.2%
0.1%
-----

120X600

Verticals

Formats

Basic Metrics

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


10

Viewability - A new lens for engagement

Benchmarks for Latin America - 2012


Performance Metrics (By Format, Size and Vertical)

Data Source
Market Definition
--

IR
9.3%
4.8%
10.8%
-6.8%
2.5%
5.1%
6.9%
6.3%
6.7%
1.6%
7.2%
2.7%
1.2%
4.5%
4.4%
5.3%
10.5%
2.5%
4.9%
1.8%

Dwell Rate
----7.9%
7.6%
7.3%
9.7%
7.9%
31.4%
34.4%
2.9%
2.9%
2.7%
1.7%
----

Dwell Rate
9.9%
8.8%
23.7%
-8.9%
6.4%
6.9%
8.3%
9.4%
9.8%
8.0%
8.7%
4.2%
12.2%
5.8%
8.6%
7.1%
17.9%
5.1%
6.2%
5.1%

CTR
0.12%
0.15%
0.12%
0.13%
0.26%
0.22%
0.21%
0.30%
0.22%
1.34%
1.62%
0.13%
0.13%
0.10%
0.12%
4.06%
4.04%
0.66%

Basic Metrics

User Average Dwell Time


(Seconds)
47.4
34.0
22.6
-46.1
60.0
51.7
49.0
41.2
47.3
18.4
52.9
62.8
15.2
41.8
34.7
34.7
43.0
41.2
50.8
42.8

Avg. Video
Duration (Seconds)
----37.4
87.8
---11.5
-36.4
38.3
------

CTR (Rich
Media)
0.34%
0.30%
0.98%
-0.27%
0.22%
0.21%
0.38%
0.30%
0.43%
0.20%
0.28%
0.06%
0.40%
0.14%
0.26%
0.21%
0.54%
0.17%
0.16%
0.11%

MediaMind Research, 2012.


Latin America market includes Argentina, Brazil, Chile, Colombia and Mexico.
Denotes inapplicable metric or insufficiant data.

CTR (Standard
Media)
0.17%
0.11%
0.11%
0.11%
0.18%
0.11%
0.11%
0.11%
0.12%
0.11%
0.18%
0.12%
0.12%
0.12%
0.09%
0.12%
0.09%
0.13%
0.07%
0.09%
0.10%

Avg. Video
Duration
(Seconds)
-31.8
--62.7
19.3
23.1
50.9
-17.8
-----16.0
------

Started Rate
----56.7%
66.3%
---81.6%
-47.3%
54.2%
--89.2%
97.5%
--

50% Played Rate


----68.8%
86.4%
---47.6%
-70.8%
69.8%
--85.9%
85.9%
--

Avg. Video
Duration (Seconds)
----21.9
13.5
11.0
21.8
14.1
22.0
-24.0
22.1
39.5
18.1
----

50% Played Rate


-54.9%
--62.1%
73.3%
83.1%
68.0%
-56.6%
-----83.5%
------

Fully Played
Rate
-41.8%
--35.4%
65.0%
70.9%
53.4%
-36.5%
-----76.4%
------

Avg. Video
Duration
(Seconds)
23.0
40.8
--25.9
5.0
29.1
21.8
20.1
33.5
23.2
27.0
---16.8
28.1
71.1
23.5
17.1
11.8

Auto Initiated Video Metrics


Started Rate
-55.1%
--49.6%
38.6%
55.6%
73.9%
-68.4%
-----48.0%
------

User Initiated Video Metrics


Fully Played
Rate
----55.1%
61.7%
---33.8%
-60.1%
58.7%
--77.1%
77.1%
--

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----15.8%
7.6%
8.2%
9.4%
12.6%
52.5%
-25.4%
24.4%
49.4%
75.5%
----

Started Rate
12.5%
11.4%
--27.5%
72.3%
4.0%
16.2%
0.6%
27.5%
4.8%
6.3%
---35.5%
0.7%
23.6%
12.2%
1.1%
67.3%

Expandable Metrics

50% Played Rate


----77.4%
70.5%
69.3%
71.8%
83.8%
66.1%
-86.8%
87.9%
80.0%
86.7%
----

Fully Played
Rate
----67.7%
63.3%
62.6%
59.3%
78.1%
52.8%
-76.4%
79.1%
69.6%
53.2%
----

Impressions with
Any Panel
Expansion Rate
----5.8%
6.1%
5.5%
9.1%
9.8%
----------

Total Expansion
Rate
----22.3%
20.8%
25.7%
16.6%
13.8%
----------

Avg. Expansion
Duration (Seconds)
----162.3
162.7
162.6
79.9
22.9
----------

50% Played Rate


83.0%
75.3%
--74.1%
95.5%
57.7%
74.8%
59.1%
87.5%
73.5%
63.6%
---79.0%
75.8%
89.0%
64.3%
67.0%
94.1%

Fully Played
Rate
72.9%
65.5%
--65.6%
90.2%
48.9%
58.3%
46.6%
82.7%
59.5%
52.2%
---69.5%
63.6%
68.1%
60.9%
54.5%
87.1%

Impressions with
any Panel
Expansion Rate
8.7%
5.1%
12.1%
-7.1%
2.8%
4.2%
6.6%
6.8%
5.1%
3.2%
6.7%
2.4%
-4.0%
4.0%
6.6%
13.3%
1.7%
6.6%
2.0%

Total Expansion
Rate
31.7%
19.4%
16.6%
-28.9%
5.0%
12.3%
20.9%
19.4%
35.1%
7.8%
21.5%
4.9%
-4.9%
20.1%
20.7%
24.5%
16.2%
44.6%
4.1%

Avg. Expansion
Duration (Seconds)
40.0
137.8
59.5
-158.4
70.2
65.5
67.3
109.8
134.2
46.0
131.5
110.4
-53.4
97.9
99.1
116.6
218.4
124.2
97.0

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
6.9%
3.2%
8.0%
-4.5%
1.9%
3.4%
4.4%
4.3%
4.2%
1.2%
4.7%
2.4%
0.8%
3.3%
3.1%
3.4%
8.6%
1.7%
3.4%
1.4%

IR
----5.8%
8.8%
8.9%
13.8%
14.1%
1.7%
1.6%
0.6%
0.6%
1.0%
0.1%
----

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----46.5
69.1
58.5
61.7
106.2
4.7
61.3
38.8
35.2
46.1
49.3
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Imp. with
Interactions Rate
----3.9%
5.8%
5.6%
9.2%
9.8%
1.4%
1.6%
0.5%
0.4%
0.8%
0.1%
----

120X600

Verticals

Formats

Basic Metrics

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


11

VIEWABILITY

Viewability - A new lens for engagement

A NEW LENS FOR ENGAGEMENT


D G M e d i a M i n d F u l l - Ye a r 2 0 1 2 G l o b a l B e n c h m a r k

EXPANDABLE BANNERS BREAK OUT IN A STRONG


YEAR FOR SPORTS CONTENT FOLLOWING THE
LONDON OLYMPICS & EURO CUP

0.51% CTR
10.5% DWELL RATE
18.1% -59.3% AUTO/USER INITIATED VIDEO START RATE
36.1% EXPANSION RATE
STRONG GROWTH IN MOBILE IN LINE WITH REST OF
THE WORLD AND OUTSTANDING RESULTS FROM
EARLY IN-STREAM VIDEO CAMPAIGNS

120X600

160X600

300X600

CTR
180X150
0.73% MOBILE STANDARD300X250
BANNER
7.48%
IN-STREAM VIDEO (VAST)
336X280
728X90
250X250
980X90
1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

Benchmarks for Europe - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
Market Definition
--

IR
3.5%
6.5%
1.0%
2.5%
14.3%
5.0%
2.9%
5.8%
3.8%
4.2%
3.3%
7.4%
5.9%
12.5%
6.0%
7.4%
6.9%
16.6%
4.3%
4.5%
8.4%

Dwell Rate
----6.5%
8.9%
10.5%
9.8%
10.1%
7.0%
42.1%
47.9%
4.0%
3.0%
2.1%
1.8%
----

Dwell Rate
5.8%
7.8%
4.7%
4.2%
6.3%
8.1%
7.7%
6.3%
6.8%
4.8%
4.8%
6.2%
8.1%
5.8%
6.7%
7.5%
7.7%
7.5%
6.1%
6.3%
5.9%

CTR
0.09%
0.09%
0.07%
0.08%
0.28%
-0.51%
0.44%
0.86%
0.25%
2.27%
3.02%
0.15%
0.09%
0.08%
0.09%
1.94%
1.93%
1.13%

Basic Metrics

User Average Dwell Time


(Seconds)
44.1
47.2
36.8
49.7
49.9
48.7
43.6
44.9
44.2
43.9
56.6
47.6
39.1
43.5
72.2
54.4
53.4
94.0
46.5
52.2
47.4

CTR (Rich
Media)
0.26%
0.32%
0.14%
0.12%
0.31%
0.28%
0.26%
0.34%
0.24%
0.21%
0.15%
0.21%
0.23%
0.92%
0.24%
0.26%
0.30%
3.32%
0.32%
0.29%
0.29%

CTR (Standard
Media)
0.12%
0.09%
0.11%
0.09%
0.10%
0.09%
0.11%
0.06%
0.08%
0.11%
0.07%
0.09%
0.09%
0.11%
0.11%
0.12%
0.14%
0.07%
0.09%
0.10%
0.07%

Avg. Video
Duration
(Seconds)
23.9
73.9
85.4
12.8
54.2
118.9
24.1
91.3
85.8
113.3
89.2
47.8
49.2
62.1
150.3
105.0
55.9
-24.8
54.1
45.7

Started Rate
----60.7%
-59.3%
55.9%
67.5%
-85.5%
-59.8%
62.1%
49.1%
68.1%
99.0%
99.0%
--

50% Played Rate


----70.1%
-70.2%
68.3%
68.2%
-43.4%
-70.2%
70.9%
72.3%
67.4%
81.8%
81.9%
--

Avg. Video
Duration (Seconds)
----54.4
-76.8
69.7
86.4
70.7
8.8
10.3
50.7
51.0
36.7
45.3
----

50% Played Rate


69.5%
71.6%
96.8%
81.7%
62.9%
83.1%
69.9%
71.7%
76.1%
63.7%
78.9%
65.5%
61.9%
61.5%
76.9%
78.2%
58.1%
-78.0%
71.4%
64.8%

Fully Played
Rate
61.0%
60.3%
89.4%
68.1%
49.9%
72.9%
57.3%
56.9%
65.2%
51.8%
68.1%
52.5%
50.0%
46.5%
65.4%
67.8%
44.6%
-59.8%
58.1%
51.9%

Avg. Video
Duration
(Seconds)
51.2
63.9
58.8
267.9
65.6
83.4
41.2
38.1
48.2
40.1
69.1
54.2
56.4
45.0
177.1
63.3
74.9
233.2
31.2
86.1
44.1

Auto Initiated Video Metrics


Started Rate
55.2%
62.9%
65.6%
76.9%
52.4%
64.5%
50.8%
64.2%
64.5%
59.8%
61.1%
48.9%
50.9%
67.5%
67.5%
88.3%
65.8%
-72.0%
59.1%
80.5%

User Initiated Video Metrics


Fully Played
Rate
----58.0%
-59.2%
57.6%
53.9%
-26.0%
-58.1%
58.9%
57.2%
51.4%
75.4%
75.5%
--

Started Rate
----40.9%
-18.1%
22.8%
20.2%
6.3%
64.5%
74.3%
54.4%
56.0%
56.4%
59.4%
----

Started Rate
27.3%
38.7%
48.7%
15.6%
36.6%
33.2%
32.7%
45.3%
42.2%
39.6%
45.7%
31.6%
26.4%
39.6%
26.1%
111.1%
33.9%
64.1%
34.3%
27.8%
60.8%

MediaMind Research, 2012.


Europe market includes Austria, Belgium, Denmark, Cyprus, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Spain, Sweden, Switzerland and UK.
Denotes inapplicable metric or insufficiant data.

728X90

980X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

Expandable Metrics

50% Played Rate


----71.5%
-67.6%
70.2%
64.7%
60.3%
43.3%
46.1%
72.7%
72.8%
72.8%
72.9%
----

Fully Played
Rate
----58.7%
-55.7%
59.0%
50.3%
50.9%
27.7%
38.3%
59.6%
59.4%
60.2%
51.8%
----

Impressions with
Any Panel
Expansion Rate
----5.6%
-5.8%
4.6%
8.3%
10.8%
----------

Total Expansion
Rate
----35.1%
-36.1%
34.3%
26.0%
16.4%
----------

Avg. Expansion
Duration (Seconds)
----157.7
-158.9
192.1
152.4
24.7
----------

50% Played Rate


76.3%
72.9%
72.9%
72.1%
68.7%
70.0%
69.2%
74.3%
78.8%
68.0%
69.9%
70.6%
62.4%
65.8%
80.0%
67.6%
71.0%
71.8%
73.9%
72.6%
67.2%

Fully Played
Rate
65.0%
60.3%
56.9%
61.1%
54.8%
55.5%
54.7%
61.6%
66.0%
55.1%
57.5%
55.3%
50.5%
52.3%
68.8%
58.3%
58.1%
60.2%
54.8%
60.4%
54.3%

Impressions with
any Panel
Expansion Rate
4.6%
5.5%
4.5%
5.6%
6.0%
5.9%
4.9%
5.3%
4.8%
4.0%
4.7%
5.4%
5.0%
8.1%
6.1%
7.0%
7.1%
6.7%
6.4%
6.5%
7.0%

Total Expansion
Rate
25.6%
34.3%
22.7%
9.4%
32.9%
39.0%
35.9%
33.5%
27.9%
30.7%
44.3%
36.3%
28.6%
19.3%
38.3%
33.1%
24.4%
7.9%
74.6%
43.9%
26.1%

Avg. Expansion
Duration (Seconds)
176.7
175.9
69.3
82.6
125.3
207.1
179.9
101.0
85.1
126.9
228.7
226.5
21.3
40.8
159.2
197.9
219.3
55.7
118.6
187.7
102.9

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
1.8%
3.8%
0.6%
1.9%
4.7%
3.4%
1.9%
3.8%
2.2%
1.9%
2.2%
3.2%
4.0%
3.6%
3.8%
4.3%
4.6%
5.4%
2.9%
3.0%
3.5%

IR
----6.6%
1.7%
10.2%
10.0%
12.3%
18.7%
6.0%
3.3%
4.8%
6.3%
1.2%
0.4%
----

Avg. Video
Duration (Seconds)
----70.0
-91.8
85.2
118.0
-10.3
-59.0
62.0
35.9
41.1
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Commercial Break
Expandable Banner
300x250
728x90
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----47.7
4.0
59.3
55.4
65.3
93.3
4.3
32.8
38.6
44.4
34.3
30.4
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----3.3%
1.7%
6.5%
6.2%
8.2%
10.9%
2.8%
3.1%
1.6%
2.0%
0.5%
0.2%
----

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


13

Viewability - A new lens for engagement

Benchmarks for Middle East & Africa - 2012


Performance Metrics (By Format, Size and Vertical)

Consumer Packaged Goods


Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Data Source
Market Definition
--

IR
2.0%
4.7%
6.6%
19.7%
5.1%
3.1%
5.1%
9.6%
3.1%
3.3%
5.3%
2.0%
0.5%
13.6%
8.2%
7.5%
11.9%
2.4%
2.7%
6.1%
4.4%

Dwell Rate
----5.6%
7.7%
7.2%
8.1%
8.1%
43.4%
2.9%
2.8%
2.1%
2.4%
----

Dwell Rate
6.3%
6.5%
4.8%
12.1%
5.2%
7.4%
4.8%
11.2%
4.9%
2.7%
5.3%
4.0%
2.2%
8.8%
9.4%
7.5%
8.1%
9.3%
3.0%
6.6%
4.9%

CTR
0.11%
0.11%
0.09%
0.12%
0.21%
0.25%
0.19%
0.26%
0.34%
1.63%
0.12%
0.12%
0.08%
0.07%
7.48%
7.48%
0.73%

Basic Metrics

User Average Dwell Time


(Seconds)
44.7
39.6
32.7
43.2
64.2
47.9
50.3
40.8
45.2
67.9
58.1
56.1
54.7
44.4
55.8
53.2
72.6
62.1
62.0
48.4
57.3

Avg. Video
Duration (Seconds)
----106.9
128.4
156.7
---93.3
94.0
------

CTR (Rich
Media)
0.38%
0.32%
0.27%
0.26%
0.25%
0.33%
0.22%
0.49%
0.18%
0.31%
0.14%
0.17%
0.05%
0.62%
0.29%
0.80%
0.64%
0.35%
0.12%
0.37%
0.20%

CTR (Standard
Media)
0.14%
0.12%
0.11%
0.08%
0.09%
0.10%
0.13%
0.32%
0.10%
0.39%
0.10%
0.09%
0.14%
0.05%
0.11%
0.08%
0.06%
0.44%
0.23%
0.09%
0.06%

Avg. Video
Duration
(Seconds)
25.7
125.6
---130.7
28.5
142.7
90.6
------112.9
--201.8
-35.6

Started Rate
----57.5%
46.8%
43.5%
---58.7%
58.9%
--95.8%
95.8%
--

50% Played Rate


----69.1%
67.7%
78.6%
---67.1%
67.0%
--55.6%
55.6%
--

Avg. Video
Duration (Seconds)
----104.9
95.3
88.2
25.4
23.1
-107.1
94.7
121.2
-----

50% Played Rate


75.0%
71.2%
---75.9%
83.9%
69.9%
68.7%
------71.5%
--91.3%
-63.6%

Fully Played
Rate
65.3%
62.2%
---62.5%
74.2%
57.0%
57.7%
------61.0%
--83.1%
-51.2%

Avg. Video
Duration
(Seconds)
19.9
112.3
--137.2
19.2
21.4
28.2
143.6
19.1
26.2
97.2
-25.2
31.7
80.2
15.4
160.6
154.5
38.0
16.5

Auto Initiated Video Metrics


Started Rate
52.1%
61.2%
---53.6%
42.1%
70.5%
65.5%
------72.5%
--62.7%
-57.2%

User Initiated Video Metrics


Fully Played
Rate
----58.3%
59.0%
70.4%
---55.1%
55.0%
--35.5%
35.5%
--

MediaMind Research, 2012.


Middle East & Africa market includes Dubai, Egypt, Israel, South Africa and Turkey
Denotes inapplicable metric or insufficiant data.

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----23.1%
6.8%
6.4%
5.4%
3.3%
-54.1%
55.9%
46.7%
-----

Started Rate
29.1%
45.5%
--7.5%
0.4%
5.0%
12.3%
41.4%
3.5%
49.1%
6.1%
-24.4%
2.6%
7.7%
5.5%
57.0%
4.9%
11.4%
26.2%

Expandable Metrics

50% Played Rate


----76.6%
66.8%
68.0%
74.0%
32.8%
-78.9%
77.2%
84.0%
-----

Fully Played
Rate
----64.8%
55.0%
55.5%
58.5%
21.7%
-67.2%
66.6%
55.2%
-----

Impressions with
Any Panel
Expansion Rate
----4.3%
4.4%
2.2%
6.9%
11.5%
---------

Total Expansion
Rate
----16.3%
16.5%
16.2%
11.3%
19.5%
---------

Avg. Expansion
Duration (Seconds)
----59.3
59.3
86.6
77.5
22.5
---------

50% Played Rate


67.5%
76.5%
--67.6%
73.8%
47.2%
56.3%
86.3%
47.7%
72.7%
70.9%
-69.0%
39.7%
66.0%
55.8%
82.7%
86.9%
54.6%
85.4%

Fully Played
Rate
53.9%
66.8%
--54.7%
44.7%
32.9%
36.8%
73.7%
35.6%
60.1%
53.2%
-55.8%
27.6%
53.5%
36.1%
65.0%
77.6%
44.1%
75.3%

Impressions with
any Panel
Expansion Rate
2.0%
4.3%
2.6%
15.6%
4.5%
4.1%
4.2%
7.6%
3.2%
-8.3%
3.4%
5.6%
11.2%
5.1%
4.1%
7.5%
5.6%
4.9%
3.6%
5.1%

Total Expansion
Rate
14.5%
19.1%
11.2%
19.4%
20.0%
24.3%
8.1%
24.2%
16.2%
-12.8%
10.6%
14.8%
22.8%
14.7%
8.4%
26.7%
8.3%
14.7%
15.4%
10.6%

Avg. Expansion
Duration (Seconds)
41.7
99.1
73.2
12.4
141.0
59.8
50.7
61.8
111.2
-47.7
67.5
254.9
35.0
25.7
32.4
141.6
114.8
115.7
70.8
56.4

User Initiated Video Metrics

300X600

Verticals

Apparel
Auto
B2B
Careers

Imp. with
Interactions Rate
1.2%
2.7%
2.8%
15.6%
3.3%
2.1%
3.3%
6.5%
2.0%
2.3%
3.8%
1.3%
0.3%
7.2%
5.1%
4.8%
6.9%
1.8%
1.8%
3.9%
2.9%

IR
----4.6%
7.6%
4.0%
9.0%
20.0%
1.8%
0.9%
1.4%
0.1%
0.1%
----

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----50.0
54.9
39.3
50.5
92.8
7.1
37.2
31.5
34.1
56.0
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Imp. with
Interactions Rate
----2.9%
4.8%
2.9%
6.9%
11.5%
1.5%
0.5%
0.7%
0.1%
0.1%
----

120X600

Formats

Basic Metrics

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


14

VIEWABILITY

Viewability - A new lens for engagement

A NEW LENS FOR ENGAGEMENT


D G M e d i a M i n d F u l l - Ye a r 2 0 1 2 G l o b a l B e n c h m a r k

IN-STREAM VIDEO ADS SHINE IN JAPAN WHILE RICH MEDIA IS SOLID IN CHINA & TAIWAN

In-stream video (VAST) - Japan


3.50% CTR
77.1% FULLY PLAYED RATE
Rich media CTR
SOUTH ASIA IS A DEVELOPING MARKET WITH THE POTENTIAL TO MOVE TO DIGITAL ADS AT
0.19% CHINA
SCALE, BOASTING HIGH DWELL RATES, AVERAGE DWELL TIMES & EXPANSION TIMES.
0.38% TAIWAN
Dwell rates step up with interactivity
2.2% POLITE BANNERS
7.0% EXPANDABLE BANNERS
32.2% FLOATING ADS
3.7% RICH MEDIA TOTAL

108.2 SECONDS EXPANSION DURATION

980X90

160X600

65.7 SECONDS DWELL TIME


26.9% EXPANSION RATE

728X90

120X600

Rich Media
8.1% DWELL RATE

300X600

AUSTRALIA & NEW ZEALAND ARE MATURE MARKETS NESTLED IN A GROWING REGION
THAT IS DRIVING OVERALL ECONOMIC GROWTH, INCLUDING DIGITAL ADVERTISING.

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

Benchmarks for Australia and New Zealand - 2012


Performance Metrics (By Format, Size and Vertical)

Data Source
Market Definition
--

IR
3.9%
2.4%
0.6%
1.9%
1.3%
0.4%
2.5%
7.6%
0.8%
2.5%
4.9%
2.4%
0.4%
0.3%
3.9%
4.6%
1.1%
0.2%
3.2%
1.0%
1.0%

Dwell Rate
----3.7%
7.0%
6.6%
5.1%
1.0%
32.2%
20.2%
2.2%
2.1%
1.4%
1.6%
----

Dwell Rate
4.1%
4.1%
1.7%
5.9%
3.9%
2.5%
6.9%
3.8%
2.4%
3.8%
5.1%
5.1%
4.7%
2.1%
6.2%
3.8%
1.8%
3.0%
5.0%
2.3%
2.4%

CTR
0.06%
0.06%
0.04%
0.06%
0.13%
0.24%
0.29%
0.19%
0.07%
1.53%
0.37%
0.08%
0.08%
0.05%
0.06%
1.30%
1.30%
0.68%

Basic Metrics

User Average Dwell Time


(Seconds)
36.6
41.6
22.4
44.2
56.2
44.8
61.8
49.3
33.1
49.8
33.3
43.7
64.2
29.0
36.6
62.7
30.0
15.6
74.7
29.4
45.5

Avg. Video
Duration (Seconds)
----42.7
90.4
73.9
134.1
--20.6
34.3
35.7
29.3
19.1
----

CTR (Rich
Media)
0.09%
0.12%
0.05%
0.30%
0.10%
0.13%
0.19%
0.13%
0.07%
0.14%
0.14%
0.21%
0.12%
0.07%
0.20%
0.23%
0.07%
0.15%
0.18%
0.09%
0.09%

MediaMind Research, 2012.


Australia and New Zealand market includes Australia and New Zealand.
Denotes inapplicable metric or insufficiant data.

CTR (Standard
Media)
0.09%
0.08%
0.06%
0.07%
0.07%
0.06%
0.06%
0.09%
0.04%
0.19%
0.06%
0.06%
0.07%
0.03%
0.08%
0.07%
0.05%
0.05%
0.04%
0.05%
0.06%

Avg. Video
Duration
(Seconds)
-34.8
22.8
-16.8
-32.8
51.5
180.5
22.3
111.7
33.7
---69.6
18.5
---76.9

Started Rate
----62.4%
61.9%
69.8%
46.3%
--72.1%
61.9%
62.6%
60.2%
58.1%
98.6%
98.6%
--

50% Played Rate


----69.8%
63.6%
65.2%
59.1%
--43.9%
71.3%
71.7%
64.5%
63.6%
85.3%
85.3%
--

Avg. Video
Duration (Seconds)
----39.3
77.1
96.3
19.8
3.6
7.4
27.0
34.8
34.8
39.1
40.7
----

50% Played Rate


-75.0%
70.5%
-75.1%
-71.0%
64.1%
69.9%
79.9%
56.1%
61.9%
---67.2%
67.2%
---57.5%

Fully Played
Rate
-59.6%
47.9%
-64.6%
-60.9%
44.9%
59.0%
68.5%
42.7%
50.9%
---53.9%
42.2%
---43.3%

Avg. Video
Duration
(Seconds)
31.9
27.5
--78.6
8.0
21.6
30.7
35.8
42.3
52.4
30.2
21.0
107.6
-48.9
27.6
14.7
164.1
37.5
21.7

Auto Initiated Video Metrics


Started Rate
-60.9%
84.6%
-58.5%
-62.1%
64.3%
44.6%
61.1%
55.4%
52.1%
---50.8%
102.6%
---48.8%

User Initiated Video Metrics


Fully Played
Rate
----54.5%
49.7%
51.4%
45.3%
--29.8%
55.5%
54.8%
50.6%
46.6%
78.0%
78.0%
--

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----36.7%
11.4%
14.4%
19.6%
3.8%
87.6%
82.8%
51.4%
51.0%
56.8%
72.4%
----

Started Rate
17.0%
34.4%
--20.0%
52.1%
22.5%
41.8%
16.7%
43.5%
39.2%
36.2%
1.9%
42.6%
-43.1%
59.7%
11.0%
25.3%
38.4%
31.8%

Expandable Metrics

50% Played Rate


----74.9%
78.1%
75.9%
88.5%
92.4%
57.7%
66.1%
74.8%
73.8%
75.7%
66.4%
----

Fully Played
Rate
----62.0%
66.1%
63.4%
78.8%
89.1%
38.9%
51.2%
61.8%
61.0%
60.1%
50.7%
----

Impressions with
Any Panel
Expansion Rate
----2.9%
3.0%
1.8%
3.9%
1.6%
----------

Total Expansion
Rate
----25.2%
25.8%
14.3%
9.1%
2.7%
----------

Avg. Expansion
Duration (Seconds)
----87.2
87.2
117.3
103.2
89.5
----------

50% Played Rate


57.4%
80.1%
--64.1%
92.1%
79.1%
73.8%
78.8%
80.0%
69.7%
75.3%
47.8%
69.1%
-75.5%
60.9%
90.3%
78.3%
52.3%
79.8%

Fully Played
Rate
37.3%
67.5%
--37.0%
87.7%
67.3%
60.8%
64.8%
66.4%
54.1%
62.6%
33.3%
52.9%
-64.4%
53.4%
81.0%
67.1%
35.3%
68.2%

Impressions with
any Panel
Expansion Rate
4.5%
5.8%
1.1%
-1.8%
1.0%
1.9%
1.1%
2.1%
2.0%
3.2%
1.7%
0.9%
-1.4%
2.9%
1.9%
0.5%
0.6%
3.9%
1.5%

Total Expansion
Rate
8.8%
52.5%
1.1%
-9.3%
2.6%
42.3%
22.3%
11.0%
12.4%
11.4%
63.8%
23.4%
-18.3%
9.5%
3.4%
0.6%
6.9%
9.8%
2.8%

Avg. Expansion
Duration (Seconds)
67.1
317.2
23.7
-35.9
33.6
169.8
207.7
49.0
19.4
30.9
103.5
276.4
-20.3
67.1
32.7
40.4
81.7
23.9
41.2

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
2.7%
1.6%
0.5%
1.3%
0.9%
0.2%
1.4%
2.5%
0.6%
1.1%
1.9%
0.8%
0.4%
0.2%
1.0%
1.4%
0.7%
0.2%
1.1%
0.5%
0.7%

IR
----2.7%
4.7%
3.2%
5.5%
2.4%
1.6%
0.8%
2.0%
3.5%
0.4%
0.2%
----

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----47.1
58.5
57.8
63.4
69.3
4.2
25.0
37.4
33.4
29.3
29.7
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Imp. with
Interactions Rate
----1.3%
3.0%
2.1%
3.6%
1.7%
1.6%
0.7%
0.6%
1.0%
0.2%
0.1%
----

120X600

Verticals

Formats

Basic Metrics

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


16

Viewability - A new lens for engagement

Benchmarks for East Asia - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
Market Definition
--

IR
4.5%
16.8%
1.8%
-8.4%
0.5%
7.9%
10.7%
2.7%
17.7%
39.0%
4.6%
16.9%
2.7%
3.2%
5.0%
9.4%
49.4%
8.9%
2.0%
8.4%

Dwell Rate
----4.4%
62.2%
7.9%
10.7%
10.2%
7.3%
18.3%
14.1%
3.0%
2.6%
1.7%
2.0%
----

Dwell Rate
4.9%
8.4%
4.0%
-5.3%
4.6%
5.2%
6.6%
4.1%
4.3%
7.3%
3.3%
15.5%
23.8%
6.7%
4.6%
10.4%
10.7%
6.8%
2.2%
7.9%

CTR
0.10%
0.10%
0.09%
0.07%
0.21%
-0.36%
0.40%
0.40%
0.38%
0.88%
0.64%
0.15%
0.09%
0.16%
0.09%
3.50%
3.50%
2.04%

Basic Metrics

User Average Dwell Time


(Seconds)
41.1
60.2
35.5
-46.9
24.1
35.8
46.8
30.6
72.6
51.2
44.1
93.6
28.5
47.5
33.0
35.4
32.6
43.4
29.7
33.5

CTR (Rich
Media)
0.36%
0.37%
0.73%
-0.24%
0.13%
0.25%
0.20%
0.14%
0.21%
0.24%
0.15%
2.05%
1.30%
0.27%
0.43%
0.34%
0.97%
0.24%
0.08%
0.19%

MediaMind Research, 2012.


East Asia market includes Taiwan, China, Japan, Hong Kong and Korea.
Denotes inapplicable metric or insufficiant data.

CTR (Standard
Media)
0.55%
0.10%
0.17%
0.09%
0.07%
0.06%
0.07%
0.07%
0.06%
0.05%
0.12%
0.08%
0.07%
0.08%
0.10%
0.11%
0.06%
-0.16%
0.32%
0.08%

Avg. Video
Duration
(Seconds)
36.0
17.3
--88.7
-53.6
51.8
147.9
-79.2
57.8
38.3
--48.3
---66.3
--

Started Rate
----61.6%
-53.0%
72.2%
--72.0%
-63.3%
70.4%
--100.0%
100.0%
--

50% Played Rate


----70.3%
-61.2%
62.2%
--52.9%
-72.7%
72.3%
--84.0%
84.0%
--

Avg. Video
Duration (Seconds)
----45.1
-74.6
53.0
19.9
73.6
19.1
14.3
37.9
41.2
------

50% Played Rate


61.1%
52.6%
--66.8%
-65.1%
77.9%
74.7%
-70.0%
62.8%
89.7%
--71.0%
---71.3%
--

Fully Played
Rate
44.2%
41.9%
--53.1%
-50.9%
43.5%
65.3%
-57.8%
50.7%
83.2%
--40.7%
---53.6%
--

Avg. Video
Duration
(Seconds)
34.2
106.1
29.9
-41.7
24.0
37.6
63.1
96.0
48.1
46.5
36.4
72.4
-103.2
73.8
-33.6
157.5
-10.8

Auto Initiated Video Metrics


Started Rate
55.5%
47.0%
--66.2%
-60.3%
80.9%
74.1%
-63.8%
37.5%
131.8%
--55.2%
---75.1%
--

User Initiated Video Metrics


Fully Played
Rate
----51.4%
-50.3%
52.0%
--32.8%
-52.6%
50.6%
--78.6%
78.6%
--

728X90

980X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

Started Rate
----27.8%
-10.3%
15.4%
17.7%
4.7%
73.1%
74.7%
48.4%
60.1%
------

Started Rate
32.1%
14.3%
31.1%
-46.6%
62.3%
38.7%
21.0%
22.3%
6.5%
32.8%
17.2%
71.8%
-50.0%
19.0%
-12.7%
36.2%
-62.9%

Expandable Metrics

50% Played Rate


----63.5%
-50.9%
63.6%
51.1%
27.8%
51.0%
61.5%
67.9%
68.6%
------

Fully Played
Rate
----49.8%
-40.3%
52.3%
39.4%
21.8%
27.0%
30.7%
53.8%
54.6%
------

Impressions with
Any Panel
Expansion Rate
----5.3%
-5.6%
4.9%
8.1%
10.5%
----------

Total Expansion
Rate
----40.1%
-39.1%
25.4%
38.4%
18.3%
----------

Avg. Expansion
Duration (Seconds)
----61.4
-61.3
41.0
170.5
16.1
----------

50% Played Rate


68.1%
58.7%
92.5%
-61.2%
73.3%
61.3%
58.5%
52.9%
33.1%
59.6%
56.9%
74.9%
-61.8%
63.2%
-48.1%
59.0%
-78.5%

Fully Played
Rate
54.0%
47.6%
81.1%
-47.2%
61.9%
46.5%
42.8%
40.5%
26.3%
45.2%
42.6%
62.6%
-49.4%
49.1%
-36.6%
46.6%
-65.7%

Impressions with
any Panel
Expansion Rate
7.5%
7.7%
7.1%
-1.9%
-5.9%
3.2%
7.4%
10.3%
9.3%
6.2%
-0.8%
2.1%
4.3%
4.7%
-3.9%
7.1%
10.2%

Total Expansion
Rate
30.0%
28.9%
32.7%
-38.5%
-37.7%
43.6%
33.2%
20.5%
26.0%
33.3%
-45.8%
54.1%
15.0%
46.3%
-47.3%
31.0%
34.8%

Avg. Expansion
Duration (Seconds)
107.4
107.6
24.9
-145.7
-132.2
118.1
129.2
58.7
116.9
116.0
-20.4
161.4
79.7
57.5
-301.7
38.5
48.5

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
1.9%
5.6%
0.9%
-2.5%
0.3%
2.7%
3.8%
1.2%
5.8%
10.8%
1.5%
5.0%
2.0%
2.2%
2.2%
3.8%
11.2%
2.7%
0.7%
4.6%

IR
----5.4%
4.2%
16.1%
9.0%
11.6%
37.4%
2.9%
43.8%
1.7%
2.8%
0.2%
0.1%
----

Avg. Video
Duration (Seconds)
----60.3
-82.3
125.6
--32.8
-59.2
69.8
------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Commercial Break
Expandable Banner
300x250
728x90
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----41.3
4.3
61.6
43.5
65.3
80.7
4.1
46.1
27.4
34.0
32.3
42.8
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.9%
4.3%
6.0%
5.4%
8.7%
10.9%
2.2%
10.8%
0.5%
0.8%
0.1%
0.1%
----

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


17

Viewability - A new lens for engagement

Benchmarks for South Asia - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
Market Definition
--

IR
7.5%
7.4%
9.6%
7.3%
5.2%
7.2%
7.2%
6.6%
2.5%
2.2%
9.8%
8.4%
16.9%
9.2%
2.6%
8.8%
7.0%
15.4%
11.6%
9.8%
9.7%

Dwell Rate
----8.1%
9.9%
10.2%
15.0%
5.7%
30.8%
11.8%
3.6%
4.0%
2.8%
3.0%
----

Dwell Rate
7.8%
9.7%
9.8%
7.8%
7.5%
8.9%
9.8%
7.5%
3.9%
3.4%
11.5%
9.5%
14.8%
7.9%
2.9%
11.1%
11.8%
11.4%
8.3%
8.6%
8.9%

CTR
0.12%
0.12%
0.10%
0.12%
0.32%
0.36%
0.40%
0.41%
0.20%
1.73%
0.65%
0.18%
0.15%
0.10%
0.13%
3.90%
3.90%
0.74%

Basic Metrics

User Average Dwell Time


(Seconds)
56.7
61.1
80.1
46.2
58.9
63.9
63.5
62.0
62.8
52.6
74.2
56.5
85.6
65.7
73.3
83.3
72.6
65.4
75.8
75.8
73.5

CTR (Rich
Media)
0.37%
0.36%
0.38%
0.36%
0.33%
0.41%
0.44%
0.30%
0.16%
0.11%
0.37%
0.34%
0.58%
0.35%
0.15%
0.42%
0.49%
0.40%
0.38%
0.29%
0.26%

CTR (Standard
Media)
0.13%
0.13%
0.15%
0.11%
0.12%
0.11%
0.18%
0.24%
0.08%
0.16%
0.07%
0.14%
0.12%
0.33%
0.08%
0.12%
0.09%
0.10%
0.12%
0.12%
0.11%

Avg. Video
Duration
(Seconds)
-54.1
--22.2
-145.0
27.5
-34.5
-31.5
--------192.5

MediaMind Research, 2012.


South Asia market includes Thailand, Pakistan, Malaysia, Singapore, India, Indonesia, the Philippines and Vietnam.
Denotes inapplicable metric or insufficiant data.

Started Rate
----60.4%
61.4%
62.2%
----60.9%
59.4%
64.9%
73.3%
99.2%
99.2%
--

50% Played Rate


----73.7%
67.4%
67.4%
----75.2%
75.8%
73.7%
75.9%
80.6%
80.6%
--

Avg. Video
Duration (Seconds)
----51.9
40.6
42.9
41.3
22.9
-28.3
55.8
47.5
24.6
-----

50% Played Rate


-73.0%
--76.5%
-72.7%
60.1%
-73.0%
-77.0%
--------77.4%

Fully Played
Rate
-62.0%
--66.3%
-61.3%
46.8%
-59.3%
-66.2%
--------63.8%

Avg. Video
Duration
(Seconds)
19.2
48.9
69.2
21.5
62.0
13.3
58.9
32.9
174.5
-62.7
40.2
142.9
21.6
35.8
30.3
27.2
-39.7
38.8
31.5

Auto Initiated Video Metrics


Started Rate
-59.5%
--53.9%
-59.3%
63.1%
-71.0%
-58.1%
--------56.2%

User Initiated Video Metrics


Fully Played
Rate
----62.0%
55.3%
55.3%
----63.4%
63.7%
60.7%
62.8%
70.9%
70.9%
--

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----15.3%
7.1%
8.9%
8.0%
2.2%
-6.0%
30.2%
36.2%
62.3%
-----

Started Rate
32.2%
15.3%
40.3%
58.2%
16.4%
14.0%
14.8%
13.8%
44.6%
-17.0%
15.3%
20.9%
6.7%
1.4%
3.6%
13.7%
-2.9%
5.6%
16.3%

Expandable Metrics

50% Played Rate


----72.9%
62.5%
66.6%
52.4%
33.0%
-30.6%
79.0%
77.9%
85.1%
-----

Fully Played
Rate
----60.1%
50.0%
54.3%
38.7%
20.8%
-23.1%
66.2%
65.0%
73.0%
-----

Impressions with
Any Panel
Expansion Rate
----7.3%
7.8%
6.4%
15.3%
8.6%
----------

Total Expansion
Rate
----26.9%
24.5%
27.5%
21.0%
12.3%
----------

Avg. Expansion
Duration (Seconds)
----108.2
107.2
124.9
95.5
37.1
----------

50% Played Rate


86.0%
65.2%
78.9%
58.8%
76.2%
61.2%
68.0%
67.3%
78.4%
-62.3%
69.8%
85.9%
46.2%
80.2%
45.0%
83.7%
-52.8%
63.3%
62.1%

Fully Played
Rate
75.0%
50.7%
68.8%
45.0%
63.2%
41.2%
54.6%
53.5%
67.2%
-48.5%
56.3%
78.7%
32.2%
64.7%
30.4%
76.4%
-42.9%
50.2%
46.9%

Impressions with
any Panel
Expansion Rate
7.7%
7.0%
8.6%
1.1%
5.5%
7.4%
7.2%
6.7%
6.3%
14.3%
9.3%
7.8%
14.7%
7.8%
5.8%
7.1%
5.7%
10.8%
6.9%
8.4%
11.1%

Total Expansion
Rate
30.3%
36.0%
22.0%
41.3%
22.4%
32.9%
32.3%
24.6%
25.3%
19.1%
31.9%
26.6%
17.9%
11.7%
14.9%
24.0%
36.0%
23.0%
45.4%
17.2%
21.9%

Avg. Expansion
Duration (Seconds)
152.3
152.5
162.0
181.4
144.5
150.7
129.2
135.2
112.3
65.5
139.1
160.2
99.7
117.2
60.1
157.6
130.3
157.7
128.4
107.4
103.6

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
5.1%
5.4%
7.3%
1.3%
3.7%
5.3%
5.2%
4.6%
2.1%
1.5%
7.9%
5.7%
13.5%
6.7%
2.1%
6.6%
5.2%
11.0%
6.6%
7.2%
7.4%

IR
----7.0%
11.0%
9.0%
19.9%
12.7%
1.9%
15.9%
0.4%
0.5%
0.1%
0.2%
----

Avg. Video
Duration (Seconds)
----42.6
73.3
73.4
----32.5
29.7
30.8
33.8
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----64.7
75.7
69.9
84.4
89.0
6.5
116.1
36.9
38.4
33.8
39.7
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----5.0%
7.9%
6.6%
15.4%
8.6%
1.9%
10.4%
0.2%
0.3%
0.1%
0.1%
----

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


18

Viewability - A new lens for engagement

Country Benchmarks
Benchmarks for Argentina - 2012

Performance Metrics (By Format, Size and Vertical)

Government/Utilities
Health/Beauty
Medical
Retail
Services
Tech/Internet
Telecom
Travel

Data Source
--

IR
0.5%
4.0%
-3.9%
4.7%
2.1%
4.0%
1.2%
1.0%
7.1%
4.2%
2.2%
2.0%
-6.2%
0.7%

Dwell Rate
----8.5%
8.2%
9.5%
6.7%
8.9%
26.9%
34.4%
3.3%
3.3%

Dwell Rate
8.8%
9.2%
-8.7%
5.8%
10.4%
4.9%
8.6%
10.3%
16.2%
3.6%
8.6%
10.7%
-8.8%
3.2%

CTR
0.14%
0.16%
0.13%
0.15%
0.31%
0.30%
0.39%
0.17%
0.28%
1.27%
1.62%
0.15%
0.17%

Basic Metrics

User Average Dwell Time


(Seconds)
24.9
35.3
-48.5
41.8
38.5
78.4
37.9
38.9
30.4
119.5
36.4
37.4
-43.3
92.2

CTR (Rich
Media)
0.28%
0.39%
-0.38%
0.10%
0.33%
0.16%
0.24%
0.39%
0.79%
0.04%
0.19%
0.26%
-0.28%
0.06%

CTR (Standard
Media)
0.17%
0.11%
0.12%
0.14%
0.07%
0.12%
0.14%
0.09%
0.97%
0.21%
0.14%
0.05%
0.08%
0.09%
0.13%
--

Avg. Video
Duration
(Seconds)
-37.3
--19.3
------------

Started Rate
----47.4%
------42.2%
53.2%

50% Played Rate


----71.5%
------69.8%
68.5%

Avg. Video
Duration (Seconds)
----33.0
15.3
15.6
10.0
25.3
--43.9
41.8

50% Played Rate


-49.0%
--73.3%
------------

Fully Played
Rate
-33.6%
--65.0%
------------

Avg. Video
Duration
(Seconds)
20.9
27.3
-43.7
-38.8
40.3
20.1
-48.7
-15.4
--18.1
40.2

Auto Initiated Video Metrics


Started Rate
-50.4%
--38.6%
------------

User Initiated Video Metrics


Fully Played
Rate
----58.3%
------60.2%
58.0%

Started Rate
----21.9%
10.3%
12.7%
8.7%
0.2%
--27.4%
32.9%

50% Played Rate


----74.8%
70.5%
73.2%
39.0%
66.8%
--77.4%
77.5%

Impressions with
Any Panel
Expansion Rate
----3.1%
4.6%
2.9%
5.1%
11.4%
-----

Total Expansion
Rate
----27.2%
17.1%
22.8%
7.9%
15.1%
-----

Avg. Expansion
Duration (Seconds)
----37.2
35.5
39.2
56.3
26.0
-----

50% Played Rate


86.4%
63.6%
-72.2%
-84.1%
77.7%
26.4%
-66.2%
-79.3%
--78.1%
60.0%

Fully Played
Rate
76.4%
55.8%
-53.1%
-76.0%
46.3%
11.4%
-55.9%
-69.6%
--66.6%
45.1%

Impressions with
any Panel
Expansion Rate
0.2%
2.3%
-3.5%
10.5%
1.3%
4.6%
0.8%
-5.2%
3.9%
1.9%
1.5%
-4.6%
0.7%

Total Expansion
Rate
58.9%
32.4%
-26.9%
29.4%
43.6%
11.4%
35.0%
-37.5%
4.8%
44.5%
27.2%
-24.1%
1.4%

Avg. Expansion
Duration (Seconds)
24.2
102.2
-31.9
116.4
123.4
34.4
130.5
-35.9
121.4
106.3
58.9
-86.6
80.0

User Initiated Video Metrics


Started Rate
28.6%
22.0%
-18.9%
-38.5%
17.0%
0.3%
-17.0%
-50.5%
--15.1%
1.8%

Expandable Metrics

Fully Played
Rate
----60.2%
59.6%
62.5%
25.8%
40.6%
--64.4%
64.0%

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial

Imp. with
Interactions Rate
0.4%
2.2%
-2.9%
3.3%
1.5%
2.9%
1.0%
0.9%
4.9%
3.9%
1.7%
1.6%
-4.2%
0.7%

IR
----3.9%
6.8%
4.4%
7.7%
15.6%
1.4%
1.6%
0.4%
0.3%

Avg. Video
Duration (Seconds)
----33.6
------28.2
29.1

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----43.9
65.6
50.5
61.8
121.4
4.0
61.3
44.4
40.0

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----2.8%
4.7%
3.2%
5.1%
11.5%
1.3%
1.6%
0.3%
0.2%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


19

Viewability - A new lens for engagement

Benchmarks for Australia - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
3.9%
2.4%
0.6%
0.7%
1.3%
0.4%
2.8%
7.9%
0.5%
2.8%
5.1%
2.3%
0.4%
0.3%
3.9%
4.6%
1.1%
0.2%
3.3%
0.9%
1.3%

Dwell Rate
----3.7%
7.3%
6.5%
5.0%
0.6%
32.1%
20.2%
2.1%
2.0%
1.4%
1.6%
----

Dwell Rate
4.1%
4.1%
1.7%
6.5%
3.9%
2.5%
7.4%
3.8%
2.2%
4.0%
5.2%
5.2%
4.7%
2.1%
6.1%
3.8%
1.7%
2.8%
5.0%
1.8%
3.0%

CTR
0.06%
0.06%
0.04%
0.06%
0.13%
0.25%
0.29%
0.19%
0.05%
1.53%
0.37%
0.08%
0.08%
0.05%
0.06%
1.30%
1.30%
0.67%

Basic Metrics

User Average Dwell Time


(Seconds)
36.6
41.8
22.3
20.6
57.7
44.8
63.9
50.4
32.7
52.3
33.3
44.3
64.2
28.9
36.4
62.7
31.4
15.3
74.8
29.4
46.6

CTR (Rich
Media)
0.09%
0.12%
0.05%
0.31%
0.10%
0.13%
0.19%
0.13%
0.07%
0.15%
0.14%
0.21%
0.12%
0.07%
0.20%
0.23%
0.07%
0.15%
0.18%
0.08%
0.12%

CTR (Standard
Media)
0.08%
0.08%
0.06%
0.04%
0.06%
0.06%
0.06%
0.08%
0.04%
0.22%
0.06%
0.06%
0.07%
0.03%
0.08%
0.07%
0.05%
0.05%
0.03%
0.05%
0.06%

Avg. Video
Duration
(Seconds)
-35.2
22.8
-16.4
-40.0
51.6
182.1
22.4
111.7
33.9
---73.0
23.3
---76.9

Started Rate
----62.4%
62.4%
70.7%
46.3%
--72.1%
61.8%
62.6%
61.5%
58.1%
98.6%
98.6%
--

50% Played Rate


----69.9%
63.6%
65.2%
59.1%
--43.9%
71.5%
72.1%
65.2%
63.6%
85.4%
85.4%
--

Avg. Video
Duration (Seconds)
----40.1
78.0
98.2
19.8
2.5
7.4
27.0
35.2
35.4
38.5
40.5
----

50% Played Rate


-74.7%
70.5%
-78.6%
-69.7%
64.3%
68.7%
80.2%
56.1%
61.9%
---68.5%
61.4%
---57.5%

Fully Played
Rate
-59.1%
47.9%
-68.7%
-60.4%
45.2%
58.2%
68.9%
42.7%
51.0%
---55.3%
31.8%
---43.3%

Avg. Video
Duration
(Seconds)
31.9
27.3
--97.4
8.0
42.1
30.5
18.0
44.1
52.1
27.1
21.0
107.6
-49.1
27.6
16.3
167.0
139.1
21.7

Auto Initiated Video Metrics


Started Rate
-60.7%
84.6%
-61.8%
-63.7%
64.1%
43.3%
61.0%
55.4%
52.0%
---50.2%
100.0%
---48.8%

User Initiated Video Metrics


Fully Played
Rate
----54.5%
49.7%
51.4%
45.3%
--29.8%
55.6%
55.1%
51.5%
46.6%
78.1%
78.1%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----35.6%
11.5%
14.6%
19.8%
4.1%
87.6%
82.8%
50.5%
49.9%
56.9%
72.3%
----

Started Rate
17.0%
34.2%
--15.7%
52.1%
8.7%
41.0%
0.9%
42.7%
38.9%
35.3%
1.9%
42.6%
-43.3%
58.6%
0.3%
25.0%
3.3%
31.8%

Expandable Metrics

50% Played Rate


----75.7%
78.5%
76.3%
88.5%
95.2%
57.7%
66.1%
75.6%
74.8%
76.4%
66.0%
----

Fully Played
Rate
----63.0%
66.9%
64.3%
78.9%
92.6%
38.9%
51.2%
62.8%
62.3%
61.2%
50.2%
----

Impressions with
Any Panel
Expansion Rate
----3.0%
3.1%
1.6%
3.9%
0.5%
----------

Total Expansion
Rate
----26.8%
27.4%
14.3%
9.0%
1.4%
----------

Avg. Expansion
Duration (Seconds)
----87.4
87.4
121.6
103.4
122.6
----------

50% Played Rate


57.4%
80.5%
--65.9%
92.1%
72.4%
74.6%
71.4%
80.3%
69.3%
75.1%
47.8%
69.1%
-75.5%
57.7%
44.1%
78.2%
68.4%
79.8%

Fully Played
Rate
37.3%
68.0%
--36.2%
87.7%
62.8%
61.8%
27.0%
66.6%
53.7%
62.0%
33.3%
52.9%
-64.4%
50.2%
34.8%
67.2%
51.9%
68.2%

Impressions with
any Panel
Expansion Rate
4.5%
5.8%
1.1%
-1.8%
1.0%
1.9%
0.8%
1.3%
2.1%
3.2%
1.8%
0.9%
-0.6%
2.8%
1.8%
0.5%
0.6%
3.6%
3.0%

Total Expansion
Rate
8.8%
53.0%
1.1%
-9.2%
2.6%
43.3%
23.5%
10.4%
11.6%
11.2%
64.8%
23.4%
-19.0%
9.4%
3.3%
0.6%
6.9%
8.5%
5.6%

Avg. Expansion
Duration (Seconds)
67.1
318.0
23.7
-36.6
33.6
169.8
211.5
50.2
20.9
31.9
104.3
276.4
-21.1
67.5
33.1
40.4
81.7
31.1
42.7

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
2.7%
1.6%
0.5%
0.6%
0.9%
0.2%
1.5%
2.5%
0.5%
1.3%
2.0%
0.8%
0.4%
0.2%
0.8%
1.3%
0.7%
0.2%
1.1%
0.4%
0.9%

IR
----2.7%
4.8%
3.0%
5.3%
1.1%
1.6%
0.8%
2.0%
3.6%
0.4%
0.2%
----

Avg. Video
Duration (Seconds)
----43.7
91.0
74.6
134.1
--20.6
34.9
36.2
29.7
19.1
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----48.0
59.4
59.5
63.4
55.1
4.3
25.0
38.1
34.0
29.2
29.8
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.3%
3.0%
1.9%
3.6%
0.7%
1.6%
0.7%
0.6%
1.0%
0.2%
0.1%
----

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


20

Viewability - A new lens for engagement

Benchmarks for Austria - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
10.2%
3.3%
11.0%
1.3%
4.1%
-16.9%
12.1%
6.3%

Dwell Rate
----4.6%
6.9%
8.2%
3.9%
5.9%
3.5%
3.7%
2.5%
2.4%
--

Dwell Rate
4.6%
5.9%
4.0%
4.7%
5.3%
-6.8%
10.4%
6.3%

CTR
0.08%
0.08%
0.06%
0.07%
0.16%
0.29%
0.36%
0.17%
0.25%
0.10%
0.09%
0.06%
0.07%
2.32%

Basic Metrics

User Average Dwell Time


(Seconds)
32.3
50.3
40.9
45.0
48.6
-57.3
49.1
73.6

CTR (Rich
Media)
0.21%
0.26%
0.10%
0.24%
0.17%
-0.17%
0.42%
0.48%

CTR (Standard
Media)
0.13%
0.14%
0.07%
0.33%
0.19%
-0.26%
---

Avg. Video
Duration
(Seconds)
--39.4
-------

Started Rate
----54.9%
53.3%
---56.5%
59.4%
----

50% Played Rate


----57.5%
45.3%
---68.2%
66.8%
----

Avg. Video
Duration (Seconds)
----60.0
54.1
52.5
-10.0
61.7
68.5
12.7
73.8
--

50% Played Rate


--58.9%
-------

Fully Played
Rate
--41.5%
-------

Avg. Video
Duration
(Seconds)
27.9
95.6
62.9
-46.4
-66.8
-67.8

Auto Initiated Video Metrics


Started Rate
--55.6%
-------

User Initiated Video Metrics


Fully Played
Rate
----40.7%
28.4%
---51.6%
49.0%
----

Started Rate
----44.5%
33.7%
38.0%
-1.1%
51.2%
53.3%
54.6%
57.4%
--

50% Played Rate


----69.3%
70.5%
70.1%
-20.7%
68.9%
68.7%
75.4%
58.5%
--

Impressions with
Any Panel
Expansion Rate
----3.4%
3.1%
2.1%
0.3%
7.9%
------

Total Expansion
Rate
----51.6%
53.1%
70.9%
23.3%
12.6%
------

Avg. Expansion
Duration (Seconds)
----132.6
133.4
131.0
105.7
13.9
------

50% Played Rate


65.9%
79.5%
70.0%
-62.9%
-58.9%
-75.5%

Fully Played
Rate
50.0%
69.7%
57.5%
-43.0%
-46.9%
-51.4%

Impressions with
any Panel
Expansion Rate
-3.2%
3.6%
2.5%
2.1%
--9.9%
1.3%

Total Expansion
Rate
-45.7%
57.3%
38.7%
101.9%
--23.0%
29.9%

Avg. Expansion
Duration (Seconds)
-80.4
144.2
163.4
168.0
--104.0
117.4

User Initiated Video Metrics


Started Rate
44.0%
67.7%
47.6%
-57.3%
-34.2%
-19.1%

Expandable Metrics

Fully Played
Rate
----55.7%
55.7%
54.4%
-13.4%
55.7%
55.7%
61.9%
42.6%
--

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
Consumer Packaged Goods
Electronics
Entertainment
Financial
Gaming
Tech/Internet
Telecom

Imp. with
Interactions Rate
2.9%
1.6%
3.3%
1.0%
1.5%
-3.2%
8.9%
2.2%

IR
----9.4%
7.4%
8.1%
0.3%
13.0%
10.3%
13.0%
0.1%
3.0%
--

Avg. Video
Duration (Seconds)
----44.1
58.6
---31.5
31.1
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Polite Banner
300x250
728x90
160x600
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----44.8
58.1
59.1
43.7
45.4
34.7
34.3
21.9
31.6
--

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----2.9%
3.1%
3.5%
0.3%
7.9%
2.8%
3.4%
0.1%
0.8%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


21

Viewability - A new lens for engagement

Benchmarks for Belgium - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
5.3%
12.1%
4.5%
19.0%
17.3%
3.9%
4.6%
3.9%
7.8%
21.3%
12.4%
-2.1%
11.6%
5.0%
3.2%
1.0%
12.8%

Dwell Rate
----7.0%
11.5%
8.5%
13.1%
4.7%
52.1%
5.1%
2.2%
1.9%
1.5%
---

Dwell Rate
5.8%
12.9%
6.2%
17.1%
10.4%
9.2%
10.7%
10.0%
8.4%
9.7%
8.3%
-30.6%
4.0%
9.1%
22.4%
2.5%
15.5%

CTR
0.09%
0.09%
0.06%
0.08%
0.21%
0.45%
0.38%
0.54%
0.14%
3.63%
0.13%
0.07%
0.06%
0.07%
3.62%
3.62%

Basic Metrics

User Average Dwell Time


(Seconds)
36.8
35.8
38.2
21.1
48.8
34.4
33.3
49.2
38.3
40.0
61.2
-43.4
29.1
36.0
38.5
28.8
37.2

CTR (Rich
Media)
0.31%
0.44%
0.21%
0.44%
0.33%
0.22%
0.30%
0.37%
0.18%
0.24%
0.21%
-1.79%
0.26%
0.17%
0.89%
0.08%
0.21%

CTR (Standard
Media)
0.08%
0.14%
0.14%
-0.16%
0.08%
0.08%
0.18%
0.08%
0.08%
0.11%
0.23%
0.35%
0.18%
0.13%
0.22%
0.10%
0.06%

Avg. Video
Duration
(Seconds)
10.5
24.6
15.5
-14.7
14.8
-26.5
-17.8
---33.8
-----

Started Rate
----48.8%
65.9%
73.4%
---57.4%
48.9%
--100.0%
100.0%

50% Played Rate


----67.8%
80.5%
73.3%
---72.8%
72.1%
--66.2%
66.2%

Avg. Video
Duration (Seconds)
----20.8
16.2
15.5
16.7
13.8
-21.8
17.7
13.5
21.5
---

50% Played Rate


88.5%
74.2%
63.8%
-81.0%
76.8%
-70.0%
-57.8%
---77.3%
-----

Fully Played
Rate
83.9%
59.8%
51.0%
-71.9%
64.0%
-55.8%
-44.2%
---65.8%
-----

Avg. Video
Duration
(Seconds)
13.2
18.6
21.8
16.5
34.8
22.2
13.2
43.6
13.6
16.9
---12.8
28.3
14.7
22.2
19.3

Auto Initiated Video Metrics


Started Rate
57.5%
74.0%
43.7%
-61.1%
73.4%
-52.6%
-39.2%
---73.0%
-----

User Initiated Video Metrics


Fully Played
Rate
----55.3%
68.6%
59.4%
---61.0%
60.0%
--58.4%
58.4%

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----43.4%
21.7%
27.2%
18.2%
9.2%
-55.5%
49.7%
65.5%
82.5%
---

50% Played Rate


----72.6%
62.6%
62.9%
54.5%
79.6%
-75.1%
70.3%
80.0%
91.7%
---

Impressions with
Any Panel
Expansion Rate
----7.3%
7.7%
5.4%
8.6%
6.2%
--------

Total Expansion
Rate
----17.5%
19.5%
14.8%
20.2%
11.4%
--------

Avg. Expansion
Duration (Seconds)
----49.5
51.5
32.4
32.4
19.7
--------

50% Played Rate


83.0%
73.6%
72.0%
36.3%
71.3%
71.9%
80.9%
67.7%
65.4%
67.6%
---63.7%
71.6%
83.8%
72.7%
79.2%

Fully Played
Rate
73.0%
58.2%
47.3%
7.9%
56.6%
58.9%
61.9%
54.1%
50.1%
53.9%
---49.9%
58.2%
74.6%
60.6%
66.2%

Impressions with
any Panel
Expansion Rate
7.1%
11.9%
6.3%
-10.7%
12.0%
8.9%
4.7%
11.5%
6.8%
7.5%
-0.0%
0.1%
12.2%
-6.0%
17.4%

Total Expansion
Rate
17.0%
24.4%
14.5%
-25.3%
31.4%
21.9%
39.0%
16.4%
11.2%
22.4%
-66.2%
0.3%
17.2%
-18.3%
27.8%

Avg. Expansion
Duration (Seconds)
16.3
22.4
29.1
-40.7
96.4
17.1
75.9
46.9
31.2
87.6
-9.9
16.9
49.7
-23.3
36.0

User Initiated Video Metrics


Started Rate
48.9%
32.9%
26.2%
36.0%
30.6%
47.9%
50.0%
38.5%
25.8%
63.2%
---60.0%
45.3%
29.3%
44.9%
112.5%

Expandable Metrics

Fully Played
Rate
----57.4%
49.6%
50.3%
40.4%
74.2%
-59.3%
56.2%
67.4%
46.9%
---

Expandable Metrics

300X600

Apparel
Auto
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
3.0%
7.5%
3.3%
8.8%
8.9%
2.8%
3.2%
2.8%
4.8%
6.8%
8.0%
-2.0%
1.5%
3.5%
2.7%
0.5%
4.6%

IR
----5.9%
11.4%
9.1%
11.7%
10.7%
6.2%
3.5%
1.1%
0.1%
0.1%
---

Avg. Video
Duration (Seconds)
----18.1
15.1
15.1
---19.8
14.6
-----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----36.3
45.1
41.5
41.2
63.0
3.2
28.5
27.4
24.1
31.7
---

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----3.0%
7.8%
5.7%
8.7%
6.3%
6.0%
0.9%
0.5%
0.1%
0.1%
---

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


22

Viewability - A new lens for engagement

Benchmarks for Brazil - 2012

Performance Metrics (By Format, Size and Vertical)

Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Data Source
--

IR
12.8%
4.6%
-6.3%
2.3%
5.7%
7.4%
2.1%
-0.3%
7.1%
-3.3%
-6.2%
-2.7%
4.6%
2.5%

Dwell Rate
----7.0%
7.7%
6.8%
10.7%
11.1%
24.0%
2.8%
2.8%
2.5%
1.1%
----

Dwell Rate
9.6%
7.1%
-8.6%
6.0%
6.7%
8.6%
3.1%
-9.0%
8.4%
-5.2%
-5.8%
-4.5%
5.6%
4.4%

CTR
0.09%
0.10%
0.09%
0.09%
0.20%
0.20%
0.16%
0.36%
0.24%
0.67%
0.13%
0.12%
0.11%
0.09%
-4.53%
4.59%

Basic Metrics

User Average Dwell Time


(Seconds)
67.6
40.3
-43.5
67.1
55.6
48.8
52.7
-7.3
55.3
-30.6
-36.8
-37.0
53.0
37.3

CTR (Rich
Media)
0.29%
0.28%
-0.19%
0.21%
0.15%
0.27%
0.06%
-0.19%
0.28%
-0.11%
-0.19%
-0.15%
0.13%
0.10%

CTR (Standard
Media)
-0.08%
0.12%
0.15%
0.09%
0.10%
0.11%
0.06%
0.38%
0.06%
0.08%
-0.09%
0.20%
0.09%
0.09%
0.05%
0.07%
0.10%

Avg. Video
Duration
(Seconds)
--------------------

Started Rate
----71.2%
----------76.0%
93.7%

50% Played Rate


----62.9%
----------82.0%
82.0%

Avg. Video
Duration (Seconds)
----16.1
9.8
8.8
16.7
18.1
22.7
16.1
15.5
------

50% Played Rate


--------------------

Fully Played
Rate
--------------------

Avg. Video
Duration
(Seconds)
49.0
--24.6
4.8
18.2
15.7
--29.1
14.9
------17.9
11.4

Auto Initiated Video Metrics


Started Rate
--------------------

User Initiated Video Metrics


Fully Played
Rate
----50.7%
----------80.2%
80.2%

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----11.7%
6.1%
8.1%
6.6%
6.1%
58.2%
19.1%
18.7%
------

50% Played Rate


----76.7%
66.1%
69.6%
74.6%
79.7%
71.8%
93.6%
94.3%
------

Impressions with
Any Panel
Expansion Rate
----6.0%
6.0%
5.6%
10.6%
15.0%
---------

Total Expansion
Rate
----27.9%
28.8%
32.0%
20.1%
24.3%
---------

Avg. Expansion
Duration (Seconds)
----178.7
179.1
188.6
81.2
32.6
---------

50% Played Rate


66.2%
--71.3%
95.6%
32.2%
61.7%
--51.1%
59.5%
------45.0%
94.3%

Fully Played
Rate
38.1%
--65.5%
90.3%
23.8%
34.0%
--32.3%
48.4%
------32.7%
87.4%

Impressions with
any Panel
Expansion Rate
-4.6%
-7.7%
2.4%
4.1%
7.2%
5.4%
-1.4%
7.5%
-2.9%
-8.1%
-1.9%
7.2%
10.6%

Total Expansion
Rate
-22.8%
-39.7%
3.5%
11.2%
25.1%
13.0%
-0.2%
33.4%
-3.4%
-21.8%
-8.3%
56.6%
16.4%

Avg. Expansion
Duration (Seconds)
-229.7
-195.0
58.4
40.0
68.5
43.3
-112.0
159.3
-58.6
-125.2
-41.1
129.4
83.8

User Initiated Video Metrics


Started Rate
0.1%
--46.3%
73.0%
1.2%
6.7%
--2.2%
2.2%
------0.1%
72.4%

Expandable Metrics

Fully Played
Rate
----67.6%
60.5%
64.6%
62.2%
71.1%
57.8%
85.0%
86.9%
------

Expandable Metrics

300X600

Verticals

Apparel
Auto
B2B
Consumer Packaged Goods

Imp. with
Interactions Rate
9.8%
3.1%
-4.2%
1.8%
3.6%
4.7%
1.4%
-0.2%
4.3%
-2.6%
-3.8%
-1.9%
3.2%
1.7%

IR
----5.7%
8.6%
9.2%
13.9%
24.7%
0.9%
0.5%
0.5%
0.5%
0.1%
----

Avg. Video
Duration (Seconds)
----16.0
-------------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
Standard Floating Ad
In-Stream
In-Stream VAST

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----49.8
67.4
62.1
57.2
125.9
3.2
34.8
29.5
37.1
41.0
----

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
----3.6%
5.4%
5.6%
10.6%
15.0%
0.7%
0.4%
0.4%
0.4%
0.1%
----

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


23

Viewability - A new lens for engagement

Benchmarks for Canada - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
-4.3%
3.1%
16.6%
-0.6%
11.1%
1.1%
4.9%
8.5%
6.7%
0.2%
0.4%
-14.7%
-7.9%
-0.4%

Dwell Rate
----4.4%
7.3%
7.1%
8.3%
37.6%
2.9%
2.7%
2.7%
1.9%
----

Dwell Rate
-5.9%
4.8%
13.4%
-3.8%
8.8%
2.9%
6.2%
10.2%
7.4%
5.4%
2.9%
-6.3%
-8.5%
-2.6%

CTR
0.06%
0.07%
0.07%
0.06%
0.13%
0.18%
0.23%
0.11%
6.19%
0.09%
0.09%
0.07%
0.10%
1.13%
1.13%
1.38%

Basic Metrics

User Average Dwell Time


(Seconds)
-42.7
51.9
65.3
-36.6
43.8
34.7
58.9
27.5
64.0
46.1
35.4
-51.8
-65.0
-21.6

CTR (Rich
Media)
-0.20%
0.10%
0.27%
-0.17%
0.12%
0.08%
0.13%
0.10%
0.08%
0.16%
0.09%
-0.29%
-0.05%
-0.07%

CTR (Standard
Media)
0.13%
0.07%
0.06%
0.08%
0.06%
0.13%
0.05%
0.11%
0.05%
0.06%
0.05%
0.04%
0.06%
0.05%
0.08%
0.11%
-0.03%
0.06%

Avg. Video
Duration
(Seconds)
-----15.5
---8.9
----------

Started Rate
----64.8%
66.2%
66.2%
--66.8%
65.5%
--100.0%
100.0%
--

50% Played Rate


----75.7%
64.1%
64.1%
--76.4%
75.6%
--88.0%
88.0%
--

Avg. Video
Duration (Seconds)
----14.4
12.9
12.7
14.3
-16.0
16.0
14.5
-----

50% Played Rate


-----70.0%
---70.5%
----------

Fully Played
Rate
-----52.4%
---60.0%
----------

Avg. Video
Duration
(Seconds)
-13.3
14.8
--12.5
-13.3
13.5
9.7
----23.9
-----

Auto Initiated Video Metrics


Started Rate
-----61.3%
---49.5%
----------

User Initiated Video Metrics


Fully Played
Rate
----60.7%
49.2%
49.2%
--61.6%
61.6%
--81.0%
81.0%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----33.7%
27.2%
28.7%
12.7%
-48.1%
53.8%
62.4%
-----

50% Played Rate


----69.5%
72.0%
72.1%
73.4%
-66.2%
67.5%
76.3%
-----

Impressions with
Any Panel
Expansion Rate
----5.1%
5.2%
5.0%
6.7%
---------

Total Expansion
Rate
----18.1%
20.4%
21.7%
13.1%
---------

Avg. Expansion
Duration (Seconds)
----63.2
67.7
134.4
48.3
---------

50% Played Rate


-39.6%
70.1%
--73.7%
-71.0%
78.4%
57.8%
----58.1%
-----

Fully Played
Rate
-22.1%
55.6%
--60.7%
-58.7%
65.2%
49.0%
----39.9%
-----

Impressions with
any Panel
Expansion Rate
-5.8%
5.7%
13.3%
--12.2%
0.5%
6.3%
4.7%
12.5%
-3.9%
-15.3%
-6.9%
-0.5%

Total Expansion
Rate
-11.7%
65.4%
16.3%
--20.3%
1.0%
7.5%
10.4%
16.7%
-45.4%
-16.3%
-7.9%
-0.9%

Avg. Expansion
Duration (Seconds)
-39.1
217.8
69.1
--41.4
38.8
79.6
56.9
72.9
-74.8
-13.6
-78.5
-73.1

User Initiated Video Metrics


Started Rate
-5.2%
51.2%
--70.0%
-18.9%
35.0%
0.1%
----55.8%
-----

Expandable Metrics

Fully Played
Rate
----55.8%
59.2%
58.8%
58.3%
-51.6%
53.2%
56.4%
-----

Expandable Metrics

300X600

Apparel
Auto
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
-3.4%
2.4%
13.4%
-0.4%
7.8%
0.9%
4.1%
3.8%
5.0%
0.1%
0.3%
-13.6%
-6.9%
-0.3%

IR
----2.5%
6.6%
6.4%
9.3%
6.4%
0.2%
0.2%
0.1%
0.1%
----

Avg. Video
Duration (Seconds)
----12.7
18.9
18.9
--12.4
12.5
------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----42.3
53.2
54.6
52.4
6.2
31.4
34.8
23.7
20.8
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----2.0%
5.0%
4.8%
6.7%
6.4%
0.2%
0.2%
0.1%
0.1%
----

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


24

Viewability - A new lens for engagement

Benchmarks for Czech Republic - 2012


Performance Metrics (By Format, Size and Vertical)

Data Source
--

Imp. with
Interactions Rate
-----

IR
-----

Dwell Rate
-----

Dwell Rate
-----

CTR
0.11%
0.02%
0.05%
0.07%

Basic Metrics

User Average Dwell Time


(Seconds)
-----

Avg. Video
Duration (Seconds)
-----

CTR (Rich
Media)
-----

CTR (Standard
Media)
0.05%
0.16%
0.11%
0.14%

Avg. Video
Duration
(Seconds)
-----

Started Rate
-----

50% Played Rate


-----

Auto Initiated Video Metrics


Started Rate
-----

50% Played Rate


-----

User Initiated Video Metrics


Fully Played
Rate
-----

Avg. Video
Duration (Seconds)
-----

Fully Played
Rate
-----

Avg. Video
Duration
(Seconds)
-----

Started Rate
-----

50% Played Rate


-----

User Initiated Video Metrics


Started Rate
-----

50% Played Rate


-----

Expandable Metrics

Fully Played
Rate
-----

Impressions with
Any Panel
Expansion Rate
-----

Total Expansion
Rate
-----

Avg. Expansion
Duration (Seconds)
-----

Fully Played
Rate
-----

Impressions with
any Panel
Expansion Rate
-----

Total Expansion
Rate
-----

Avg. Expansion
Duration (Seconds)
-----

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Consumer Packaged Goods


Electronics
Financial
Retail

IR
-----

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
-----

160X600

Standard Banner
300x250
728x90
160x600

Imp. with
Interactions Rate
-----

120X600

Formats

Basic Metrics

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


25

Viewability - A new lens for engagement

Benchmarks for Chile - 2012

Performance Metrics (By Format, Size and Vertical)

Restaurant
Retail
Services
Sports
Tech/Internet
Telecom

Data Source
--

IR
-0.0%
-2.9%
---18.8%
-----------

Dwell Rate
----5.0%
10.0%
10.6%
2.3%
3.2%

Dwell Rate
-2.1%
-4.5%
---11.7%
-----------

CTR
0.15%
0.22%
0.16%
0.14%
0.09%
0.15%
0.16%
0.03%
0.07%

Basic Metrics

User Average Dwell Time


(Seconds)
-31.7
-52.0
---90.1
-----------

CTR (Rich
Media)
-0.01%
-0.10%
---0.17%
-----------

CTR (Standard
Media)
0.16%
0.10%
0.11%
0.20%
0.13%
0.06%
0.06%
0.18%
0.10%
0.13%
0.18%
0.05%
0.07%
0.18%
0.09%
0.08%
0.06%
0.11%

Avg. Video
Duration
(Seconds)
-------------------

Started Rate
----------

50% Played Rate


----------

Avg. Video
Duration (Seconds)
----16.3
--16.0
16.0

50% Played Rate


-------------------

Fully Played
Rate
-------------------

Avg. Video
Duration
(Seconds)
---15.6
---------------

Auto Initiated Video Metrics


Started Rate
-------------------

User Initiated Video Metrics


Fully Played
Rate
----------

Started Rate
----72.8%
--79.3%
79.3%

50% Played Rate


----90.1%
--92.1%
92.1%

Impressions with
Any Panel
Expansion Rate
----11.0%
12.2%
9.9%
---

Total Expansion
Rate
----18.7%
16.0%
11.2%
---

Avg. Expansion
Duration (Seconds)
----56.6
56.5
108.2
---

50% Played Rate


---91.1%
---------------

Fully Played
Rate
---85.6%
---------------

Impressions with
any Panel
Expansion Rate
-------14.1%
-----------

Total Expansion
Rate
-------18.7%
-----------

Avg. Expansion
Duration (Seconds)
-------77.4
-----------

User Initiated Video Metrics


Started Rate
---75.8%
---------------

Expandable Metrics

Fully Played
Rate
----84.5%
--86.6%
86.6%

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical

Imp. with
Interactions Rate
-0.0%
-2.4%
---14.1%
-----------

IR
----6.0%
15.2%
11.4%
0.1%
0.1%

Avg. Video
Duration (Seconds)
----------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
728x90
Polite Banner
300x250

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----68.1
88.7
98.3
30.2
32.9

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----4.5%
11.4%
10.0%
0.1%
0.1%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


26

Viewability - A new lens for engagement

Benchmarks for China - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
1.8%
3.3%
0.5%
1.2%

Dwell Rate
---3.4%
9.2%
4.9%
8.0%
3.7%
9.7%
3.0%
3.9%
2.5%
2.6%
--

Dwell Rate
3.8%
5.5%
3.3%
3.0%

CTR
0.60%
0.29%
0.35%
0.19%
0.44%
0.16%
0.40%
0.38%
0.36%
0.17%
0.24%
0.20%
0.10%
3.17%

Basic Metrics

User Average Dwell Time


(Seconds)
41.5
29.4
19.8
33.0

CTR (Rich
Media)
0.38%
3.20%
0.11%
0.27%

CTR (Standard
Media)
0.62%
-0.49%
--

Avg. Video
Duration
(Seconds)
51.5
--19.9

Started Rate
---36.9%
35.2%
--56.9%
-36.3%
-----

50% Played Rate


---71.6%
62.3%
--54.6%
-78.0%
-----

Avg. Video
Duration (Seconds)
---15.4
---6.6
-18.3
24.7
----

50% Played Rate


54.1%
--61.1%

Fully Played
Rate
20.9%
--49.4%

Avg. Video
Duration
(Seconds)
12.8
--11.1

Auto Initiated Video Metrics


Started Rate
51.2%
--25.8%

User Initiated Video Metrics


Fully Played
Rate
---61.2%
51.3%
--20.8%
-70.3%
-----

Started Rate
---24.6%
---42.5%
-21.2%
35.4%
----

50% Played Rate


---74.2%
---69.4%
-72.6%
85.7%
----

Impressions with
Any Panel
Expansion Rate
---9.7%
10.8%
23.5%
12.3%
--------

Total Expansion
Rate
---20.3%
21.2%
20.6%
9.4%
--------

Avg. Expansion
Duration (Seconds)
---51.3
51.3
67.2
37.0
--------

50% Played Rate


65.9%
--72.4%

Fully Played
Rate
48.1%
--47.0%

Impressions with
any Panel
Expansion Rate
10.9%
-14.5%
0.6%

Total Expansion
Rate
23.4%
-9.1%
39.2%

Avg. Expansion
Duration (Seconds)
51.3
-44.1
59.5

User Initiated Video Metrics


Started Rate
16.4%
--28.2%

Expandable Metrics

Fully Played
Rate
---55.6%
---7.4%
-60.0%
77.0%
----

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
B2B
Financial
Health/Beauty

Imp. with
Interactions Rate
1.2%
0.1%
0.5%
0.7%

IR
---0.8%
10.5%
3.7%
13.7%
4.1%
5.9%
0.3%
0.4%
0.2%
0.1%
--

Avg. Video
Duration (Seconds)
---25.6
16.4
--52.8
-27.8
-----

160X600

Standard Banner
300x250
728x90
Rich Media
Expandable Banner
300x250
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250
728x90
160x600
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
---24.7
81.5
56.0
107.6
16.8
68.1
15.3
16.5
27.0
54.7
--

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
---0.6%
8.9%
2.8%
12.4%
1.3%
4.4%
0.2%
0.2%
0.1%
0.1%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


27

Viewability - A new lens for engagement

Benchmarks for Colombia - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
0.2%
18.8%
2.3%
3.2%
--18.1%
-6.0%
--6.3%
--

Dwell Rate
----9.3%
10.3%
10.5%
5.6%
10.9%
44.7%
5.3%
5.4%

Dwell Rate
6.1%
12.4%
20.9%
4.9%
--11.0%
-23.0%
--12.7%
--

CTR
0.18%
0.23%
0.14%
0.17%
0.25%
0.36%
0.24%
0.12%
0.49%
1.90%
0.02%
0.01%

Basic Metrics

User Average Dwell Time


(Seconds)
49.4
84.2
9.8
49.5
--85.5
-27.9
--31.2
--

CTR (Rich
Media)
0.02%
0.41%
1.04%
0.14%
--0.37%
-0.55%
--0.50%
--

CTR (Standard
Media)
0.33%
0.15%
-0.43%
-0.14%
0.12%
0.64%
0.17%
0.37%
0.15%
0.12%
0.28%

Avg. Video
Duration
(Seconds)
--------------

Started Rate
-------------

50% Played Rate


-------------

Avg. Video
Duration (Seconds)
----30.5
59.9
--15.5
10.7
20.7
24.0

50% Played Rate


--------------

Fully Played
Rate
--------------

Avg. Video
Duration
(Seconds)
17.5
49.0
----17.2
----10.5
--

Auto Initiated Video Metrics


Started Rate
--------------

User Initiated Video Metrics


Fully Played
Rate
-------------

Started Rate
----13.7%
6.3%
--1.6%
87.8%
39.3%
43.9%

50% Played Rate


----54.0%
37.4%
--47.6%
53.6%
68.1%
63.7%

Impressions with
Any Panel
Expansion Rate
----12.2%
11.8%
8.0%
4.1%
14.1%
----

Total Expansion
Rate
----20.8%
19.0%
12.7%
6.8%
22.4%
----

Avg. Expansion
Duration (Seconds)
----53.7
48.1
146.0
82.4
38.9
----

50% Played Rate


66.0%
44.4%
----32.1%
----66.8%
--

Fully Played
Rate
53.4%
36.5%
----19.2%
----54.2%
--

Impressions with
any Panel
Expansion Rate
2.8%
13.8%
1.8%
---11.9%
----13.4%
--

Total Expansion
Rate
9.4%
23.9%
5.1%
---19.4%
----31.7%
--

Avg. Expansion
Duration (Seconds)
170.9
132.3
40.2
---70.6
----123.3
--

User Initiated Video Metrics


Started Rate
27.5%
16.2%
----0.0%
----40.1%
--

Expandable Metrics

Fully Played
Rate
----44.0%
28.3%
--29.9%
40.7%
58.8%
54.7%

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Auto
Consumer Packaged Goods
Electronics
Entertainment
Financial
Government/Utilities
Health/Beauty
Medical
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
0.1%
13.0%
1.7%
2.2%
--11.9%
-5.0%
--4.4%
--

IR
----8.9%
17.9%
10.2%
6.5%
22.9%
2.1%
0.1%
0.1%

Avg. Video
Duration (Seconds)
-------------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----64.8
92.7
61.3
62.2
122.3
3.8
52.4
52.9

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
----6.0%
11.8%
8.2%
4.2%
14.0%
1.7%
0.1%
0.1%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


28

Viewability - A new lens for engagement

Benchmarks for Denmark - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
0.8%
0.1%
8.0%
-2.3%
-2.7%
10.7%
--10.1%
4.2%
3.0%

Dwell Rate
----5.3%
3.6%
3.6%
2.2%
4.1%
2.9%
2.9%
--

Dwell Rate
5.7%
2.5%
3.2%
-4.1%
-3.7%
9.2%
--10.0%
4.2%
5.7%

CTR
0.10%
0.09%
0.08%
0.12%
0.22%
0.18%
0.16%
0.11%
0.19%
0.16%
0.22%
0.19%

Basic Metrics

User Average Dwell Time


(Seconds)
34.7
24.7
56.7
-33.5
-42.8
29.2
--26.0
56.8
33.7

CTR (Rich
Media)
0.16%
0.09%
0.11%
-0.22%
-0.12%
0.19%
--0.30%
0.13%
0.31%

CTR (Standard
Media)
0.11%
0.10%
0.10%
0.08%
0.23%
0.10%
--0.11%
0.23%
--0.10%

Avg. Video
Duration
(Seconds)
--------------

Started Rate
-------------

50% Played Rate


-------------

Avg. Video
Duration (Seconds)
----63.5
177.9
84.1
-24.5
25.5
---

50% Played Rate


--------------

Fully Played
Rate
--------------

Avg. Video
Duration
(Seconds)
29.6
17.8
--26.0
-43.5
-------

Auto Initiated Video Metrics


Started Rate
--------------

User Initiated Video Metrics


Fully Played
Rate
-------------

Started Rate
----26.1%
18.9%
32.1%
-27.9%
32.2%
---

50% Played Rate


----65.6%
59.8%
60.5%
-74.3%
72.1%
---

Impressions with
Any Panel
Expansion Rate
----6.6%
4.0%
1.8%
4.3%
-----

Total Expansion
Rate
----16.5%
4.6%
5.3%
5.3%
-----

Avg. Expansion
Duration (Seconds)
----18.6
33.7
94.3
20.3
-----

50% Played Rate


78.7%
88.2%
--54.3%
-45.5%
-------

Fully Played
Rate
63.2%
68.5%
--41.3%
-26.6%
-------

Impressions with
any Panel
Expansion Rate
4.5%
-6.5%
-2.3%
------3.4%
6.7%

Total Expansion
Rate
19.6%
-7.8%
-15.5%
------16.4%
10.3%

Avg. Expansion
Duration (Seconds)
11.3
-30.8
-52.8
------128.0
21.0

User Initiated Video Metrics


Started Rate
65.5%
0.0%
--12.3%
-11.8%
-------

Expandable Metrics

Fully Played
Rate
----51.5%
45.9%
32.2%
-59.6%
56.8%
---

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
Consumer Packaged Goods
Electronics
Entertainment
Financial
Gaming
Health/Beauty
Retail
Services
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
0.6%
0.1%
6.5%
-0.6%
-2.1%
9.6%
--8.6%
3.4%
3.4%

IR
----3.5%
2.9%
0.8%
5.5%
1.1%
0.3%
0.2%
--

Avg. Video
Duration (Seconds)
-------------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
234x60
Polite Banner
300x250
728x90
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----36.5
44.4
45.2
55.6
28.3
26.6
37.8
--

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----2.9%
2.8%
0.6%
4.3%
0.3%
0.3%
0.2%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


29

Viewability - A new lens for engagement

Benchmarks for Dubai - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
2.3%
7.1%
18.0%
-15.1%
7.2%
12.0%
13.2%
12.8%
9.4%
12.7%
14.0%
17.0%
11.5%
9.4%
13.1%
8.4%
13.7%
11.0%
6.1%

Dwell Rate
----8.1%
9.5%
7.5%
9.8%
8.0%
4.0%
3.8%
3.1%
----

Dwell Rate
4.2%
8.6%
7.5%
-10.1%
21.4%
7.4%
6.9%
10.8%
7.2%
12.9%
6.3%
7.2%
8.0%
9.2%
8.3%
9.2%
12.0%
7.8%
5.7%

CTR
0.19%
0.22%
0.15%
0.20%
0.38%
0.39%
0.33%
0.27%
0.37%
0.33%
0.30%
0.07%
5.94%
5.94%
0.79%

Basic Metrics

User Average Dwell Time


(Seconds)
32.3
55.6
37.3
-78.7
53.2
76.2
91.1
63.9
28.5
57.8
88.3
61.9
81.9
76.0
99.4
62.5
77.2
96.7
41.0

CTR (Rich
Media)
0.30%
0.30%
0.32%
-0.45%
0.72%
0.35%
0.36%
0.39%
1.49%
0.42%
0.55%
0.54%
0.37%
0.48%
0.33%
0.61%
0.53%
0.21%
0.37%

CTR (Standard
Media)
0.23%
0.21%
0.15%
0.11%
0.21%
0.31%
0.22%
0.24%
0.15%
0.33%
0.13%
0.17%
0.17%
0.20%
0.18%
0.17%
0.22%
0.22%
0.18%
0.16%

Avg. Video
Duration
(Seconds)
12.3
-----28.6
------------35.6

Started Rate
----53.5%
----52.0%
53.0%
-98.3%
98.3%
--

50% Played Rate


----74.8%
----76.0%
77.1%
-92.3%
92.3%
--

Avg. Video
Duration (Seconds)
----40.7
47.5
33.7
18.4
15.2
40.2
28.9
-----

50% Played Rate


70.2%
-----72.8%
------------63.6%

Fully Played
Rate
58.9%
-----60.2%
------------51.2%

Avg. Video
Duration
(Seconds)
19.4
21.5
--78.7
-34.2
26.5
29.8
-26.2
120.2
25.2
68.6
118.2
26.3
17.3
--34.2

Auto Initiated Video Metrics


Started Rate
49.9%
-----51.4%
------------57.2%

User Initiated Video Metrics


Fully Played
Rate
----62.6%
----63.8%
64.9%
-88.4%
88.4%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----18.8%
4.8%
4.3%
2.3%
4.1%
31.2%
30.2%
-----

50% Played Rate


----70.9%
53.8%
61.5%
40.9%
27.9%
73.3%
73.0%
-----

Impressions with
Any Panel
Expansion Rate
----8.4%
8.6%
4.9%
9.9%
11.8%
-------

Total Expansion
Rate
----16.0%
16.3%
15.1%
14.3%
20.4%
-------

Avg. Expansion
Duration (Seconds)
----38.2
38.2
74.0
70.5
22.5
-------

50% Played Rate


78.0%
81.0%
--64.0%
-55.4%
67.6%
52.6%
-72.7%
81.9%
69.0%
41.0%
79.5%
57.4%
92.4%
--65.1%

Fully Played
Rate
64.0%
66.2%
--48.4%
-41.3%
51.1%
38.5%
-60.1%
63.9%
55.8%
29.7%
65.5%
43.7%
82.7%
--51.5%

Impressions with
any Panel
Expansion Rate
3.6%
6.7%
11.0%
-10.4%
7.4%
8.8%
10.1%
10.7%
-14.0%
9.3%
13.8%
7.3%
6.1%
7.8%
6.7%
9.2%
7.5%
9.0%

Total Expansion
Rate
7.2%
14.8%
20.6%
-17.0%
10.2%
14.4%
20.7%
25.8%
-17.3%
17.5%
26.3%
11.8%
10.2%
15.2%
8.8%
17.0%
15.1%
16.5%

Avg. Expansion
Duration (Seconds)
60.0
51.4
37.0
-41.0
75.3
31.3
28.4
35.1
-60.1
39.1
50.4
49.5
62.7
159.6
83.1
65.4
32.1
62.2

User Initiated Video Metrics


Started Rate
20.2%
23.0%
--15.4%
-7.8%
16.9%
29.0%
-49.1%
30.4%
24.4%
3.4%
20.5%
5.1%
18.4%
--44.4%

Expandable Metrics

Fully Played
Rate
----56.3%
37.3%
47.2%
28.9%
18.5%
59.3%
58.9%
-----

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
1.3%
4.9%
9.4%
-8.5%
5.2%
6.8%
7.9%
7.9%
4.0%
10.2%
7.6%
8.5%
7.0%
5.3%
7.5%
6.4%
8.2%
6.4%
3.8%

IR
----10.4%
13.6%
7.8%
14.3%
20.9%
1.8%
1.2%
0.1%
----

Avg. Video
Duration (Seconds)
----26.3
----25.4
25.5
-----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Polite Banner
300x250
728x90
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----72.1
78.5
58.1
59.6
106.1
37.8
28.4
27.8
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----6.2%
8.2%
5.1%
10.0%
11.8%
0.8%
0.6%
0.1%
----

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


30

Viewability - A new lens for engagement

Benchmarks for Egypt - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

Imp. with
Interactions Rate
7.8%
5.3%
12.0%
6.5%
-6.0%
8.6%
10.8%
4.2%

IR
12.7%
8.5%
19.4%
9.9%
-10.1%
15.3%
21.8%
7.1%

Dwell Rate
----7.5%
7.6%
9.3%
6.0%
9.3%
3.1%

Dwell Rate
7.8%
6.9%
11.5%
8.4%
-7.3%
8.6%
9.1%
6.3%

CTR
0.23%
0.29%
0.19%
0.10%
0.35%
0.33%
0.60%
0.11%
0.45%
0.23%

Basic Metrics

User Average Dwell Time


(Seconds)
118.6
86.1
100.1
124.1
-88.6
84.3
64.1
90.8

CTR (Rich
Media)
0.31%
0.27%
0.63%
0.24%
-0.27%
0.64%
0.72%
0.24%

CTR (Standard
Media)
----0.18%
-0.62%
-0.18%

Avg. Video
Duration
(Seconds)
----------

Started Rate
-----------

50% Played Rate


-----------

Auto Initiated Video Metrics


Started Rate
----------

50% Played Rate


----------

User Initiated Video Metrics


Fully Played
Rate
-----------

Avg. Video
Duration (Seconds)
----23.1
23.2
26.0
18.5
-23.3

Fully Played
Rate
----------

Avg. Video
Duration
(Seconds)
-26.5
----25.1
-23.0

Started Rate
----2.7%
1.9%
1.3%
1.3%
-13.2%

50% Played Rate


----54.6%
46.2%
51.0%
46.9%
-71.9%

User Initiated Video Metrics


Started Rate
-1.9%
----2.2%
-2.4%

50% Played Rate


-46.5%
----45.6%
-47.8%

Expandable Metrics

Fully Played
Rate
----38.5%
31.2%
37.8%
33.7%
-53.2%

Impressions with
Any Panel
Expansion Rate
----6.1%
6.2%
2.1%
0.8%
13.1%
--

Total Expansion
Rate
----17.2%
17.0%
39.8%
1.0%
22.3%
--

Avg. Expansion
Duration (Seconds)
----45.2
45.2
113.9
89.6
26.0
--

Fully Played
Rate
-30.8%
----31.7%
-31.2%

Impressions with
any Panel
Expansion Rate
7.8%
5.3%
12.9%
6.8%
-5.8%
8.3%
13.5%
4.2%

Total Expansion
Rate
12.3%
16.4%
25.7%
10.2%
-18.6%
36.5%
26.5%
8.3%

Avg. Expansion
Duration (Seconds)
36.4
67.9
68.0
59.4
-10.7
163.1
17.4
54.8

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Auto
Consumer Packaged Goods
Electronics
Financial
Government/Utilities
Restaurant
Services
Tech/Internet
Telecom

IR
----10.2%
10.5%
3.7%
1.1%
22.9%
1.0%

Avg. Video
Duration (Seconds)
-----------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Polite Banner

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----92.1
94.0
60.2
35.8
108.5
25.3

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
----6.1%
6.3%
2.6%
0.8%
13.2%
0.5%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


31

Viewability - A new lens for engagement

Benchmarks for Finland - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

Imp. with
Interactions Rate
4.8%
1.7%
2.3%
-1.1%

IR
7.0%
2.4%
2.4%
-1.5%

Dwell Rate
----5.8%
6.3%
6.7%
3.2%

Dwell Rate
6.2%
5.4%
4.8%
-4.7%

CTR
0.09%
0.02%
0.03%
0.03%
0.21%
0.32%
0.40%
0.10%

Basic Metrics

User Average Dwell Time


(Seconds)
38.9
58.5
54.7
-67.4

CTR (Rich
Media)
0.19%
0.12%
0.10%
-0.31%

CTR (Standard
Media)
0.11%
-----

Avg. Video
Duration
(Seconds)
------

Started Rate
---------

50% Played Rate


---------

Auto Initiated Video Metrics


Started Rate
------

50% Played Rate


------

User Initiated Video Metrics


Fully Played
Rate
---------

Avg. Video
Duration (Seconds)
----35.0
11.3
10.8
--

Fully Played
Rate
------

Avg. Video
Duration
(Seconds)
31.7
-----

Started Rate
----19.1%
8.1%
11.9%
--

50% Played Rate


----63.9%
34.8%
34.7%
--

User Initiated Video Metrics


Started Rate
18.9%
-----

50% Played Rate


53.1%
-----

Expandable Metrics

Fully Played
Rate
----51.9%
26.2%
26.1%
--

Impressions with
Any Panel
Expansion Rate
----4.9%
3.7%
3.4%
--

Total Expansion
Rate
----34.2%
30.6%
39.2%
--

Avg. Expansion
Duration (Seconds)
----85.0
159.2
177.3
--

Fully Played
Rate
44.1%
-----

Impressions with
any Panel
Expansion Rate
8.4%
-4.2%
---

Total Expansion
Rate
25.8%
-17.6%
---

Avg. Expansion
Duration (Seconds)
56.4
-25.4
---

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Auto
Entertainment
Health/Beauty
Tech/Internet
Travel

IR
----3.9%
4.6%
4.6%
0.1%

Avg. Video
Duration (Seconds)
---------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
Polite Banner

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----51.1
61.9
57.5
45.6

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
----2.9%
4.0%
4.3%
0.1%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


32

Viewability - A new lens for engagement

Benchmarks for France - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
4.7%
13.5%
0.6%
0.7%
6.6%
3.7%
5.5%
5.3%
2.8%
12.2%
4.0%
5.2%
11.7%
7.4%
2.5%
14.7%
12.3%
-2.8%

Dwell Rate
----6.8%
10.8%
10.9%
10.3%
8.7%
45.1%
5.0%
3.5%
2.5%
1.8%
----

Dwell Rate
6.9%
10.8%
4.2%
4.3%
6.8%
5.6%
7.6%
5.2%
8.5%
6.0%
5.3%
8.4%
13.2%
3.8%
5.0%
7.0%
8.9%
-3.8%

CTR
0.10%
0.11%
0.08%
0.11%
0.28%
0.51%
0.63%
0.20%
0.32%
3.35%
0.19%
0.11%
0.08%
0.08%
2.26%
2.24%
2.82%

Basic Metrics

User Average Dwell Time


(Seconds)
44.8
40.4
38.1
31.6
51.0
57.1
40.2
51.8
41.3
48.9
49.2
38.9
40.1
53.2
40.0
37.6
41.3
-35.0

CTR (Rich
Media)
0.34%
0.24%
0.12%
0.11%
0.18%
0.17%
0.24%
0.24%
0.41%
0.35%
0.19%
0.36%
0.89%
0.07%
0.16%
0.12%
0.17%
-0.26%

CTR (Standard
Media)
0.10%
0.08%
0.08%
0.08%
0.10%
0.15%
0.11%
0.11%
0.07%
0.14%
0.07%
0.14%
0.10%
-0.11%
0.10%
0.07%
0.03%
0.06%

Avg. Video
Duration
(Seconds)
23.3
26.3
2.3
12.8
35.3
--33.6
-115.4
-14.3
--------

Started Rate
----60.3%
67.3%
76.3%
55.3%
--58.1%
63.3%
56.3%
-99.5%
99.5%
--

50% Played Rate


----71.1%
75.5%
69.9%
65.0%
--68.8%
71.5%
64.9%
-77.9%
77.9%
--

Avg. Video
Duration (Seconds)
----36.4
61.2
64.7
80.8
23.1
-35.7
36.6
47.4
67.9
----

50% Played Rate


70.3%
76.4%
100.0%
81.7%
75.5%
--66.3%
-47.6%
-72.6%
--------

Fully Played
Rate
62.6%
66.2%
93.9%
68.1%
65.1%
--51.2%
-36.6%
-59.4%
--------

Avg. Video
Duration
(Seconds)
45.9
34.6
62.2
21.6
39.6
-19.8
52.5
15.0
50.2
20.9
18.4
-6.2
25.4
23.5
19.3
-17.3

Auto Initiated Video Metrics


Started Rate
55.0%
63.6%
65.5%
76.9%
63.1%
--65.8%
-59.3%
-60.5%
--------

User Initiated Video Metrics


Fully Played
Rate
----62.0%
69.6%
60.8%
52.2%
--58.1%
59.8%
52.3%
-72.1%
72.1%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----47.8%
16.3%
20.7%
14.7%
5.7%
-58.5%
63.0%
60.1%
64.1%
----

50% Played Rate


----71.3%
65.6%
65.7%
68.4%
30.9%
-71.3%
70.5%
68.5%
74.0%
----

Impressions with
Any Panel
Expansion Rate
----4.3%
4.7%
3.3%
10.1%
10.5%
---------

Total Expansion
Rate
----30.1%
28.9%
32.8%
15.6%
9.2%
---------

Avg. Expansion
Duration (Seconds)
----147.8
157.7
86.2
49.7
15.6
---------

50% Played Rate


73.4%
72.3%
72.8%
36.6%
77.3%
-69.9%
69.7%
81.4%
66.5%
61.5%
69.6%
-97.6%
70.9%
66.5%
77.5%
-65.9%

Fully Played
Rate
61.6%
58.6%
56.1%
22.0%
64.9%
-57.0%
52.5%
68.5%
53.7%
46.1%
56.2%
-80.9%
56.9%
52.1%
66.8%
-53.2%

Impressions with
any Panel
Expansion Rate
4.1%
4.0%
-1.5%
4.6%
-4.2%
4.8%
2.2%
3.5%
1.4%
6.2%
7.6%
5.7%
9.8%
-11.5%
-4.7%

Total Expansion
Rate
20.0%
35.4%
-1.9%
50.3%
-21.0%
39.2%
49.2%
35.1%
46.9%
28.2%
32.8%
25.7%
34.1%
-31.1%
-21.2%

Avg. Expansion
Duration (Seconds)
38.2
141.3
-64.7
301.6
-160.4
75.9
23.4
29.3
200.4
17.5
9.7
377.0
46.6
-29.8
-41.5

User Initiated Video Metrics


Started Rate
32.4%
56.2%
60.8%
0.0%
63.1%
-28.4%
50.1%
52.8%
51.1%
59.3%
28.4%
-15.3%
57.7%
64.6%
58.9%
-67.8%

Expandable Metrics

Fully Played
Rate
----57.7%
52.7%
53.4%
53.9%
17.9%
-57.4%
55.9%
56.5%
62.8%
----

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
Restaurant
Retail
Services
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
2.2%
7.2%
0.3%
0.4%
3.1%
3.0%
4.1%
2.7%
1.8%
4.1%
3.0%
3.4%
8.2%
3.9%
1.7%
7.8%
7.8%
-1.9%

IR
----6.6%
9.8%
9.1%
13.0%
25.8%
3.5%
5.6%
6.3%
5.7%
0.7%
----

Avg. Video
Duration (Seconds)
----33.6
45.8
29.3
99.1
--27.9
25.5
72.8
-----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----43.5
51.2
48.0
53.2
118.0
4.0
39.0
49.5
50.3
37.1
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----3.3%
6.3%
6.0%
10.2%
12.0%
3.3%
2.2%
2.3%
1.7%
0.2%
----

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


33

Viewability - A new lens for engagement

Benchmarks for Germany - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
6.0%
3.2%
0.8%
39.3%
0.3%
0.8%
4.7%
5.1%
1.2%
0.5%
13.2%
0.2%
0.2%
6.6%
6.5%
2.9%
-4.4%
1.3%
0.2%

Dwell Rate
----6.6%
9.0%
7.4%
7.6%
6.6%
24.2%
4.7%
3.5%
1.7%
1.8%
----

Dwell Rate
11.1%
8.9%
4.6%
6.2%
8.1%
4.6%
9.9%
8.3%
5.6%
5.1%
5.1%
6.5%
2.9%
8.7%
6.4%
5.5%
-7.0%
7.3%
5.8%

CTR
0.10%
0.10%
0.07%
0.08%
0.27%
0.43%
0.36%
0.24%
0.38%
1.75%
0.14%
0.08%
0.09%
0.08%
1.88%
1.88%
1.01%

Basic Metrics

User Average Dwell Time


(Seconds)
41.0
41.5
24.5
69.9
22.9
33.6
38.5
48.6
36.4
48.9
54.4
68.7
21.7
86.0
54.7
78.6
-43.1
45.6
43.0

CTR (Rich
Media)
0.31%
0.37%
0.36%
0.17%
0.17%
0.26%
0.54%
0.19%
0.27%
0.20%
0.17%
0.14%
0.09%
0.32%
0.28%
0.22%
-0.45%
0.24%
0.13%

CTR (Standard
Media)
0.12%
0.12%
0.13%
0.11%
0.09%
0.09%
0.13%
0.09%
0.11%
0.09%
0.07%
0.05%
0.10%
0.10%
0.11%
0.07%
-0.12%
0.11%
0.07%

Avg. Video
Duration
(Seconds)
60.2
25.9
-77.3
170.1
108.1
40.7
36.1
17.1
-61.2
-15.5
----34.9
---

Started Rate
----69.0%
46.8%
53.3%
--90.2%
57.2%
60.5%
48.1%
64.8%
96.7%
96.7%
--

50% Played Rate


----67.6%
61.5%
71.2%
--45.2%
66.7%
69.2%
70.4%
72.6%
83.4%
83.4%
--

Avg. Video
Duration (Seconds)
----53.0
53.2
54.1
23.0
126.6
9.5
55.9
53.4
30.0
88.7
----

50% Played Rate


75.2%
82.8%
-65.7%
80.8%
70.4%
57.0%
77.9%
55.3%
-70.0%
-37.4%
----71.4%
---

Fully Played
Rate
63.1%
69.8%
-52.7%
68.4%
55.8%
40.8%
65.4%
41.9%
-54.8%
-26.4%
----31.5%
---

Avg. Video
Duration
(Seconds)
53.7
22.7
-76.3
18.3
51.4
34.0
43.5
17.8
-59.9
---47.2
27.2
-30.4
21.2
--

Auto Initiated Video Metrics


Started Rate
55.5%
62.9%
-54.3%
55.4%
53.9%
53.3%
73.2%
47.7%
-50.8%
-56.8%
----105.6%
---

User Initiated Video Metrics


Fully Played
Rate
----52.9%
47.4%
56.9%
--23.9%
51.2%
52.5%
54.0%
59.2%
75.5%
75.5%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----62.9%
36.3%
95.1%
26.3%
4.6%
67.8%
69.8%
63.7%
48.2%
52.9%
----

Started Rate
24.2%
38.3%
-37.6%
15.3%
29.4%
41.4%
64.6%
51.9%
-40.2%
---509.7%
46.8%
-62.0%
15.3%
--

Expandable Metrics

50% Played Rate


----67.3%
71.4%
74.6%
69.5%
54.5%
49.1%
67.4%
69.4%
68.7%
70.7%
----

Fully Played
Rate
----54.1%
60.5%
64.7%
53.8%
40.2%
27.9%
53.5%
53.2%
52.5%
45.7%
----

Impressions with
Any Panel
Expansion Rate
----5.5%
5.7%
4.6%
6.5%
11.5%
---------

Total Expansion
Rate
----77.6%
80.4%
93.6%
57.3%
15.4%
---------

Avg. Expansion
Duration (Seconds)
----166.1
166.2
310.2
230.1
17.3
---------

50% Played Rate


69.5%
65.0%
-66.7%
85.7%
78.2%
66.1%
78.7%
57.7%
-73.2%
---65.7%
66.5%
-71.3%
75.1%
--

Fully Played
Rate
54.0%
48.6%
-51.4%
73.6%
42.2%
51.9%
64.8%
44.1%
-56.6%
---57.8%
53.7%
-42.6%
64.1%
--

Impressions with
any Panel
Expansion Rate
9.3%
1.4%
4.3%
8.3%
0.3%
3.2%
5.2%
3.6%
2.7%
0.3%
5.3%
--6.4%
7.6%
5.9%
-5.3%
1.5%
--

Total Expansion
Rate
46.7%
96.0%
5.4%
50.7%
38.3%
51.7%
103.8%
31.6%
26.4%
108.4%
65.5%
--68.9%
83.7%
19.9%
-115.0%
97.2%
--

Avg. Expansion
Duration (Seconds)
90.8
226.0
58.7
143.1
158.9
195.1
127.5
270.8
84.3
174.7
237.2
--90.8
236.4
299.3
-113.0
229.4
--

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
2.7%
1.4%
0.4%
10.0%
0.2%
0.6%
2.5%
1.9%
0.9%
0.2%
3.8%
0.1%
0.1%
4.8%
4.3%
2.8%
-2.9%
0.9%
0.2%

IR
----13.5%
8.4%
8.1%
5.9%
20.5%
2.8%
16.8%
28.7%
0.2%
0.1%
----

Avg. Video
Duration (Seconds)
----51.7
47.3
64.5
--9.7
61.8
62.3
32.3
110.5
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----51.4
62.6
64.8
67.0
92.6
4.5
45.4
64.5
29.7
28.1
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----4.3%
5.1%
4.7%
4.7%
11.6%
2.4%
3.8%
6.5%
0.1%
0.1%
----

Expandable Metrics

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


34

Viewability - A new lens for engagement

Benchmarks for Greece - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
1.7%
3.8%
1.6%
--

Dwell Rate
----5.6%
6.9%
7.3%
37.5%
3.1%
2.7%
2.8%

Dwell Rate
4.3%
6.9%
6.0%
--

CTR
0.06%
0.06%
0.09%
0.09%
0.31%
0.27%
0.31%
3.29%
0.13%
0.11%
0.09%

Basic Metrics

User Average Dwell Time


(Seconds)
36.0
33.0
24.5
--

CTR (Rich
Media)
0.21%
0.42%
0.33%
--

CTR (Standard
Media)
0.09%
0.11%
0.05%
0.09%

Avg. Video
Duration
(Seconds)
--105.1
--

Started Rate
----63.3%
---63.3%
63.3%
--

50% Played Rate


----62.6%
---62.6%
62.6%
--

Avg. Video
Duration (Seconds)
----25.4
12.9
10.3
8.3
25.9
26.3
24.4

50% Played Rate


--62.6%
--

Fully Played
Rate
--48.5%
--

Avg. Video
Duration
(Seconds)
23.0
12.8
133.1
--

Auto Initiated Video Metrics


Started Rate
--63.2%
--

User Initiated Video Metrics


Fully Played
Rate
----48.6%
---48.6%
48.6%
--

Started Rate
----26.2%
3.7%
4.4%
86.0%
29.3%
24.7%
76.9%

50% Played Rate


----85.1%
58.1%
69.5%
72.3%
85.8%
84.0%
91.4%

Impressions with
Any Panel
Expansion Rate
----5.9%
5.9%
6.4%
-----

Total Expansion
Rate
----24.5%
24.5%
7.6%
-----

Avg. Expansion
Duration (Seconds)
----131.1
131.1
46.7
-----

50% Played Rate


89.8%
70.3%
61.6%
--

Fully Played
Rate
80.5%
56.4%
47.8%
--

Impressions with
any Panel
Expansion Rate
8.6%
6.3%
5.0%
--

Total Expansion
Rate
10.0%
14.9%
34.4%
--

Avg. Expansion
Duration (Seconds)
53.8
200.8
284.2
--

User Initiated Video Metrics


Started Rate
56.9%
31.4%
2.2%
--

Expandable Metrics

Fully Played
Rate
----74.9%
43.1%
52.9%
53.4%
75.8%
73.5%
82.7%

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Consumer Packaged Goods
Telecom
Travel

Imp. with
Interactions Rate
1.3%
2.7%
1.0%
--

IR
----2.1%
8.2%
8.0%
3.5%
0.7%
0.7%
0.1%

Avg. Video
Duration (Seconds)
----103.5
---103.5
103.5
--

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
Floating Ad
Polite Banner
300x250
728x90

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----29.4
58.5
59.2
4.7
36.7
41.1
29.6

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.5%
5.9%
6.4%
3.3%
0.3%
0.3%
0.1%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


35

Viewability - A new lens for engagement

Benchmarks for Hong Kong - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
14.5%
10.3%
-13.9%
7.0%
21.3%
23.9%
15.0%
25.5%
40.3%
16.9%
33.2%
2.8%
7.7%
6.4%
19.7%
33.4%
29.8%
24.5%
11.0%

Dwell Rate
----8.6%
11.6%
15.9%
14.3%
6.2%
20.9%
21.7%
4.8%
5.5%
1.8%
0.8%

Dwell Rate
9.1%
13.8%
-7.2%
3.7%
10.5%
10.6%
10.6%
6.4%
7.5%
9.0%
6.7%
25.1%
12.2%
3.1%
12.7%
9.5%
11.2%
11.7%
6.9%

CTR
0.15%
0.15%
0.17%
0.09%
0.45%
0.56%
0.72%
0.32%
0.28%
0.99%
1.13%
0.34%
0.18%
0.60%
0.41%

Basic Metrics

User Average Dwell Time


(Seconds)
45.3
36.0
-47.0
63.2
43.7
47.3
43.0
53.7
51.5
34.2
68.3
28.4
42.8
48.5
48.5
32.8
41.7
48.2
38.9

CTR (Rich
Media)
0.49%
0.58%
-0.46%
0.13%
0.48%
0.38%
0.35%
0.25%
0.25%
0.44%
0.14%
1.37%
0.73%
0.61%
0.48%
0.28%
0.39%
0.55%
0.19%

CTR (Standard
Media)
0.38%
0.12%
0.24%
0.09%
0.11%
0.14%
0.35%
0.09%
--0.16%
-0.09%
0.10%
0.11%
0.08%
-0.09%
0.37%
0.11%

Avg. Video
Duration
(Seconds)
53.2
--87.5
-53.6
51.8
147.9
-79.2
43.0
116.6
--52.0
---66.3
--

Started Rate
----66.8%
71.6%
72.3%
----67.2%
72.0%
---

50% Played Rate


----71.0%
62.2%
62.3%
----73.2%
74.4%
---

Avg. Video
Duration (Seconds)
----44.3
39.6
27.6
-72.2
22.8
14.2
43.8
43.0
---

50% Played Rate


63.6%
--66.9%
-65.1%
77.9%
74.7%
-70.0%
64.7%
70.9%
--75.5%
---71.3%
--

Fully Played
Rate
49.9%
--53.5%
-50.9%
43.5%
65.3%
-57.8%
51.1%
55.3%
--43.3%
---53.6%
--

Avg. Video
Duration
(Seconds)
54.2
51.6
-44.6
-53.4
62.4
53.4
-46.5
34.4
94.0
-103.2
74.4
-21.7
75.6
-10.1

Auto Initiated Video Metrics


Started Rate
57.8%
--66.7%
-60.3%
80.9%
74.1%
-63.8%
58.6%
68.4%
--53.6%
---75.1%
--

User Initiated Video Metrics


Fully Played
Rate
----49.7%
51.9%
52.2%
----50.4%
51.5%
---

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----44.3%
13.9%
16.8%
-2.9%
91.3%
75.0%
61.0%
61.6%
---

50% Played Rate


----64.3%
56.3%
68.0%
-36.3%
45.9%
63.2%
66.7%
68.2%
---

Impressions with
Any Panel
Expansion Rate
----7.0%
7.7%
6.6%
13.7%
10.2%
-------

Total Expansion
Rate
----31.0%
27.7%
33.1%
45.3%
16.8%
-------

Avg. Expansion
Duration (Seconds)
----27.6
26.9
43.7
214.6
18.5
-------

50% Played Rate


69.4%
66.7%
-63.5%
-55.1%
64.2%
55.3%
-59.6%
57.9%
70.5%
-61.8%
63.7%
-62.2%
56.6%
-78.4%

Fully Played
Rate
55.8%
53.4%
-49.6%
-40.3%
47.4%
41.3%
-45.2%
43.1%
55.6%
-49.4%
50.0%
-46.6%
43.0%
-65.5%

Impressions with
any Panel
Expansion Rate
5.2%
6.0%
-4.6%
-5.2%
6.5%
7.3%
10.8%
9.3%
7.5%
-0.8%
6.9%
8.7%
6.3%
-7.0%
9.3%
13.6%

Total Expansion
Rate
43.2%
42.3%
-40.7%
-38.9%
29.3%
23.4%
17.1%
26.0%
22.5%
-43.7%
26.0%
27.8%
36.3%
-43.7%
29.1%
22.0%

Avg. Expansion
Duration (Seconds)
154.7
42.0
-62.7
-93.6
73.6
50.0
18.3
116.9
55.3
-10.8
35.4
73.9
61.3
-98.5
48.6
23.0

User Initiated Video Metrics


Started Rate
43.7%
33.0%
-57.3%
-44.3%
27.3%
45.2%
-32.8%
43.1%
57.7%
-50.0%
18.2%
-47.7%
38.8%
-62.7%

Expandable Metrics

Fully Played
Rate
----50.2%
43.6%
56.4%
-26.1%
32.4%
31.3%
52.6%
54.2%
---

Expandable Metrics

300X600

Apparel
Auto
B2B
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
4.7%
5.5%
-4.2%
2.1%
6.4%
7.7%
6.8%
10.6%
11.1%
6.1%
7.1%
2.1%
5.5%
2.3%
7.6%
8.8%
8.4%
8.6%
5.9%

IR
----16.1%
21.3%
13.1%
21.4%
33.7%
2.6%
111.5%
12.5%
16.4%
0.6%
0.4%

Avg. Video
Duration (Seconds)
----67.4
125.0
126.6
----63.9
69.8
---

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250
728x90
160x600

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----42.7
46.2
45.3
53.6
46.0
3.8
29.2
45.2
51.6
25.7
40.1

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----5.7%
8.7%
7.5%
14.0%
10.9%
2.4%
22.3%
3.4%
4.5%
0.0%
0.0%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


36

Viewability - A new lens for engagement

Benchmarks for Hungary - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
0.9%
33.5%
15.5%
-15.6%
9.4%
16.9%
9.4%
4.5%

Dwell Rate
---8.5%
8.9%
9.1%
8.0%
6.3%
3.0%

Dwell Rate
4.8%
12.5%
6.6%
-7.2%
10.0%
10.9%
7.9%
7.6%

CTR
0.16%
0.19%
0.04%
0.33%
0.33%
0.34%
0.24%
0.31%
0.21%

Basic Metrics

User Average Dwell Time


(Seconds)
24.9
26.1
81.3
-94.4
46.4
56.4
51.2
44.8

CTR (Rich
Media)
0.52%
0.27%
0.22%
-0.27%
0.21%
0.29%
0.25%
0.24%

CTR (Standard
Media)
-0.14%
-0.13%
----0.26%

Avg. Video
Duration
(Seconds)
----------

Started Rate
----------

50% Played Rate


----------

Avg. Video
Duration (Seconds)
---15.4
14.6
--15.6
15.3

50% Played Rate


----------

Fully Played
Rate
----------

Avg. Video
Duration
(Seconds)
15.8
---14.5
-----

Auto Initiated Video Metrics


Started Rate
----------

User Initiated Video Metrics


Fully Played
Rate
----------

Started Rate
---45.2%
26.2%
--55.7%
68.7%

50% Played Rate


---67.7%
65.3%
--68.4%
65.8%

Impressions with
Any Panel
Expansion Rate
---7.6%
7.5%
5.4%
11.5%
---

Total Expansion
Rate
---18.9%
18.3%
15.8%
22.8%
---

Avg. Expansion
Duration (Seconds)
---67.8
67.0
73.5
74.0
---

50% Played Rate


69.0%
---55.7%
-----

Fully Played
Rate
56.7%
---43.5%
-----

Impressions with
any Panel
Expansion Rate
--9.6%
-11.8%
5.9%
11.7%
6.0%
2.5%

Total Expansion
Rate
--16.2%
-18.1%
19.8%
50.2%
14.5%
9.7%

Avg. Expansion
Duration (Seconds)
--16.6
-18.7
76.8
141.4
89.7
78.3

User Initiated Video Metrics


Started Rate
66.8%
---11.9%
-----

Expandable Metrics

Fully Played
Rate
---55.8%
54.7%
--56.1%
53.5%

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
Consumer Packaged Goods
Electronics
Entertainment
Financial
Health/Beauty
Retail
Telecom

Imp. with
Interactions Rate
0.7%
1.2%
9.6%
-10.0%
5.0%
9.6%
6.1%
2.1%

IR
---12.4%
13.3%
8.8%
18.4%
8.8%
0.3%

Avg. Video
Duration (Seconds)
----------

160X600

Standard Banner
300x250
728x90
Rich Media
Expandable Banner
300x250
234x60
Polite Banner
300x250

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
---59.0
64.9
47.2
92.0
24.6
29.3

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
---6.3%
7.6%
5.5%
11.5%
0.4%
0.2%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


37

Viewability - A new lens for engagement

Benchmarks for India - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
8.8%
6.6%
7.6%
12.5%
4.4%
10.3%
9.3%
2.2%
6.4%
6.5%
8.7%
13.8%
-2.8%
7.0%
5.9%
13.2%
5.0%
7.4%

Dwell Rate
----9.3%
9.6%
10.6%
12.4%
7.0%
4.8%
3.4%
2.6%
---

Dwell Rate
9.9%
10.1%
9.9%
6.3%
7.6%
12.9%
10.5%
5.7%
10.1%
13.5%
9.2%
10.4%
-9.7%
14.2%
12.4%
6.6%
5.8%
8.5%

CTR
0.18%
0.20%
0.14%
0.14%
0.43%
0.44%
0.48%
0.54%
0.32%
0.34%
0.21%
0.14%
2.78%
2.78%

Basic Metrics

User Average Dwell Time


(Seconds)
63.1
56.9
82.3
63.9
50.4
68.5
64.4
50.2
70.2
59.8
59.6
45.3
-45.8
89.4
71.6
91.4
86.4
71.9

CTR (Rich
Media)
0.42%
0.45%
0.33%
0.23%
0.48%
0.52%
0.50%
0.33%
0.51%
0.55%
0.43%
0.21%
-0.57%
0.62%
0.54%
0.36%
0.19%
0.34%

CTR (Standard
Media)
0.22%
0.21%
0.16%
-0.19%
0.16%
0.21%
0.26%
0.12%
0.10%
0.17%
-0.26%
0.17%
0.24%
0.16%
0.55%
0.20%
0.18%

Avg. Video
Duration
(Seconds)
------------------243.8

Started Rate
----63.5%
63.2%
64.8%
-----99.2%
99.2%

50% Played Rate


----74.0%
74.3%
74.3%
-----73.1%
73.1%

Avg. Video
Duration (Seconds)
----46.0
56.0
59.0
15.8
-24.3
23.2
----

50% Played Rate


------------------88.4%

Fully Played
Rate
------------------75.8%

Avg. Video
Duration
(Seconds)
13.0
28.2
76.1
-35.8
-20.0
36.2
--70.7
---21.0
12.2
33.3
8.3
94.8

Auto Initiated Video Metrics


Started Rate
------------------54.1%

User Initiated Video Metrics


Fully Played
Rate
----63.2%
63.5%
63.5%
-----57.4%
57.4%

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----17.3%
13.8%
16.3%
7.9%
-46.4%
46.1%
----

50% Played Rate


----77.8%
78.8%
81.5%
55.3%
-75.6%
74.2%
----

Impressions with
Any Panel
Expansion Rate
----5.3%
5.3%
4.1%
12.0%
12.1%
------

Total Expansion
Rate
----36.3%
35.9%
40.3%
21.1%
18.1%
------

Avg. Expansion
Duration (Seconds)
----117.7
117.3
136.7
105.4
24.3
------

50% Played Rate


51.1%
66.0%
85.6%
-81.7%
-70.0%
83.1%
--69.0%
---31.3%
59.8%
60.1%
6.6%
78.3%

Fully Played
Rate
36.9%
49.0%
76.3%
-69.9%
-57.0%
69.9%
--55.9%
---21.2%
49.9%
49.7%
3.9%
67.1%

Impressions with
any Panel
Expansion Rate
6.0%
4.8%
7.7%
1.4%
3.4%
8.8%
6.4%
1.4%
5.4%
5.4%
5.7%
11.9%
-1.9%
6.5%
4.3%
6.8%
4.1%
6.3%

Total Expansion
Rate
32.2%
43.9%
29.6%
26.7%
48.2%
45.8%
35.8%
24.6%
33.8%
40.9%
33.0%
13.6%
-24.3%
29.7%
42.2%
50.8%
12.2%
32.0%

Avg. Expansion
Duration (Seconds)
167.1
158.4
184.0
157.6
141.5
131.7
107.7
141.9
101.2
114.0
153.9
44.4
-36.9
77.0
132.5
126.0
96.7
134.6

User Initiated Video Metrics


Started Rate
26.4%
8.8%
50.6%
-44.7%
-9.4%
28.4%
--14.6%
---1.6%
3.2%
2.8%
3.1%
9.7%

Expandable Metrics

Fully Played
Rate
----66.1%
67.8%
70.5%
40.0%
-62.0%
61.4%
----

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
6.1%
4.9%
6.4%
1.7%
3.2%
8.1%
6.6%
1.6%
5.6%
5.7%
5.9%
11.9%
-2.3%
6.1%
4.2%
7.0%
4.0%
5.4%

IR
----7.5%
7.9%
5.6%
16.2%
18.5%
1.4%
0.4%
0.2%
---

Avg. Video
Duration (Seconds)
----120.8
123.5
123.7
--------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Polite Banner
300x250
728x90
In-Stream
In-Stream VAST

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----68.4
71.8
70.0
72.3
89.3
21.2
28.5
23.5
---

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----5.2%
5.6%
4.4%
12.0%
12.1%
0.4%
0.3%
0.1%
---

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


38

Viewability - A new lens for engagement

Benchmarks for Indonesia - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
-16.7%
-1.4%
--7.0%
-10.6%
--4.5%
0.3%
--

Dwell Rate
----7.0%
10.0%
10.8%
12.5%
30.8%
3.4%
4.7%
2.7%
4.7%
----

Dwell Rate
-12.6%
-5.7%
--11.4%
-12.0%
--12.2%
6.2%
--

CTR
0.11%
0.09%
0.09%
0.31%
0.24%
0.23%
0.33%
0.17%
1.55%
0.13%
0.14%
0.09%
0.32%
3.99%
3.99%
0.52%

Basic Metrics

User Average Dwell Time


(Seconds)
-79.3
-34.7
--90.7
-48.8
--46.9
7.9
--

CTR (Rich
Media)
-0.34%
-0.24%
--0.20%
-0.30%
--0.31%
0.31%
--

CTR (Standard
Media)
-0.04%
0.10%
0.09%
0.05%
0.17%
0.08%
0.05%
0.16%
0.06%
0.20%
0.11%
0.12%
0.08%

Avg. Video
Duration
(Seconds)
---------------

Started Rate
----56.0%
----56.0%
56.8%
--99.0%
99.0%
--

50% Played Rate


----79.6%
----79.6%
80.3%
--80.2%
80.2%
--

Avg. Video
Duration (Seconds)
----20.7
21.4
21.5
--20.6
16.7
------

50% Played Rate


---------------

Fully Played
Rate
---------------

Avg. Video
Duration
(Seconds)
---20.6
----20.9
------

Auto Initiated Video Metrics


Started Rate
---------------

User Initiated Video Metrics


Fully Played
Rate
----67.6%
----67.6%
68.5%
--71.4%
71.4%
--

Started Rate
----4.3%
1.4%
1.7%
--5.3%
8.2%
------

50% Played Rate


----76.8%
59.6%
55.9%
--78.2%
83.8%
------

Impressions with
Any Panel
Expansion Rate
----7.6%
9.7%
10.7%
13.2%
---------

Total Expansion
Rate
----15.9%
14.9%
16.8%
14.6%
---------

Avg. Expansion
Duration (Seconds)
----90.5
89.6
82.4
95.2
---------

50% Played Rate


---78.3%
----60.7%
------

Fully Played
Rate
---65.4%
----44.4%
------

Impressions with
any Panel
Expansion Rate
-15.9%
-5.8%
----8.3%
--8.5%
---

Total Expansion
Rate
-21.4%
-12.2%
----19.7%
--9.0%
---

Avg. Expansion
Duration (Seconds)
-97.9
-96.3
----133.3
--153.8
---

User Initiated Video Metrics


Started Rate
---19.9%
----2.0%
------

Expandable Metrics

Fully Played
Rate
----63.6%
42.9%
39.6%
--65.3%
73.3%
------

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
B2B
Consumer Packaged Goods
Corporate
Electronics
Financial
Government/Utilities
Health/Beauty
Restaurant
Retail
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
-12.2%
-1.1%
--6.5%
-7.4%
--4.2%
0.3%
--

IR
----3.7%
13.1%
15.9%
14.7%
1.7%
0.2%
0.2%
0.1%
0.4%
----

Avg. Video
Duration (Seconds)
----22.4
----22.4
22.9
------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----44.5
86.7
75.3
85.3
5.8
34.0
32.9
34.0
31.6
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----2.7%
9.7%
10.8%
13.2%
1.7%
0.1%
0.1%
0.1%
0.3%
----

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


39

Viewability - A new lens for engagement

Benchmarks for Ireland - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
0.2%
0.1%
0.5%
1.0%
3.1%
2.5%
---

Dwell Rate
----3.6%
5.3%
4.4%
7.8%
3.0%
3.0%
2.2%

Dwell Rate
3.8%
3.2%
4.2%
3.4%
3.0%
4.6%
---

CTR
0.08%
0.08%
0.09%
0.08%
0.10%
0.11%
0.07%
0.31%
0.10%
0.11%
0.08%

Basic Metrics

User Average Dwell Time


(Seconds)
21.9
41.1
31.6
46.6
50.6
67.5
---

CTR (Rich
Media)
0.14%
0.11%
0.07%
0.11%
0.09%
0.10%
---

CTR (Standard
Media)
0.09%
0.07%
0.11%
0.12%
0.09%
0.08%
---

Avg. Video
Duration
(Seconds)
---17.8
-----

Started Rate
----76.4%
-------

50% Played Rate


----76.2%
-------

Avg. Video
Duration (Seconds)
----51.9
50.2
27.0
192.6
52.4
49.4
120.8

50% Played Rate


---77.5%
-----

Fully Played
Rate
---66.9%
-----

Avg. Video
Duration
(Seconds)
-21.1
-52.2
41.5
100.8
---

Auto Initiated Video Metrics


Started Rate
---89.8%
-----

User Initiated Video Metrics


Fully Played
Rate
----65.2%
-------

Started Rate
----37.8%
8.8%
8.4%
13.1%
49.7%
36.2%
69.5%

50% Played Rate


----74.1%
85.1%
85.8%
78.5%
73.3%
71.5%
73.2%

Impressions with
Any Panel
Expansion Rate
----3.7%
3.6%
1.9%
9.0%
----

Total Expansion
Rate
----15.3%
14.7%
14.3%
18.7%
----

Avg. Expansion
Duration (Seconds)
----286.9
287.3
321.5
224.3
----

50% Played Rate


-85.1%
-75.7%
71.1%
58.4%
---

Fully Played
Rate
-73.8%
-64.5%
58.9%
14.5%
---

Impressions with
any Panel
Expansion Rate
---4.1%
4.4%
3.7%
---

Total Expansion
Rate
---21.4%
20.9%
8.8%
---

Avg. Expansion
Duration (Seconds)
---290.4
293.2
284.5
---

User Initiated Video Metrics


Started Rate
-26.6%
-69.0%
53.0%
18.1%
---

Expandable Metrics

Fully Played
Rate
----58.1%
77.0%
77.3%
66.8%
56.7%
50.6%
61.0%

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Auto
Consumer Packaged Goods
Electronics
Entertainment
Gaming
Health/Beauty
Retail
Services

Imp. with
Interactions Rate
0.1%
0.1%
0.3%
0.8%
2.0%
2.5%
---

IR
----1.3%
3.6%
2.4%
9.6%
0.5%
0.7%
0.1%

Avg. Video
Duration (Seconds)
----21.2
-------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
Polite Banner
300x250
728x90

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----52.1
72.8
50.5
74.6
40.8
37.7
46.7

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.1%
3.4%
1.8%
7.5%
0.3%
0.4%
0.1%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


40

Viewability - A new lens for engagement

Benchmarks for Israel - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
1.3%
0.7%
0.2%
2.8%
6.6%
1.1%
-4.1%
0.2%
0.3%
19.4%
12.4%
0.4%
0.8%
12.3%

Dwell Rate
----3.5%
8.6%
1.5%
7.9%
53.1%
2.9%
2.8%
2.0%
3.3%
---

Dwell Rate
11.7%
3.1%
4.5%
3.1%
22.1%
3.4%
-2.8%
4.1%
2.1%
8.5%
5.6%
9.7%
1.3%
11.2%

CTR
0.12%
0.15%
0.11%
0.12%
0.04%
0.02%
0.00%
0.19%
3.02%
0.09%
0.12%
0.08%
0.10%
1.65%
1.65%

Basic Metrics

User Average Dwell Time


(Seconds)
80.7
46.1
20.3
50.1
12.4
41.9
-37.7
58.1
52.7
30.4
35.7
62.3
86.5
39.5

CTR (Rich
Media)
0.39%
0.09%
0.16%
0.09%
1.10%
0.09%
-0.06%
0.12%
0.05%
0.20%
0.12%
0.28%
0.03%
0.21%

CTR (Standard
Media)
0.15%
--0.08%
0.53%
0.10%
0.48%
0.10%
0.03%
0.14%
-0.02%
-0.51%
0.07%

Avg. Video
Duration
(Seconds)
----------------

Started Rate
-------------75.1%
75.1%

50% Played Rate


-------------51.3%
51.3%

Avg. Video
Duration (Seconds)
----160.5
----160.5
158.3
124.1
----

50% Played Rate


----------------

Fully Played
Rate
----------------

Avg. Video
Duration
(Seconds)
-----159.4
------170.8
---

Auto Initiated Video Metrics


Started Rate
----------------

User Initiated Video Metrics


Fully Played
Rate
-------------85.1%
85.1%

Started Rate
----70.9%
----70.9%
77.7%
46.7%
----

50% Played Rate


----90.8%
----90.8%
93.3%
84.2%
----

Impressions with
Any Panel
Expansion Rate
----6.6%
7.1%
0.1%
10.8%
--------

Total Expansion
Rate
----29.2%
29.2%
15.7%
18.9%
--------

Avg. Expansion
Duration (Seconds)
----16.2
16.1
393.5
10.9
--------

50% Played Rate


-----91.8%
------82.0%
---

Fully Played
Rate
-----79.2%
------63.8%
---

Impressions with
any Panel
Expansion Rate
---4.7%
3.7%
5.0%
---8.6%
11.0%
10.6%
-9.6%
10.0%

Total Expansion
Rate
---39.5%
27.6%
28.2%
---43.0%
19.2%
18.4%
-16.7%
17.9%

Avg. Expansion
Duration (Seconds)
---293.2
25.0
268.6
---315.0
10.4
11.2
-11.2
13.1

User Initiated Video Metrics


Started Rate
-----71.4%
------66.6%
---

Expandable Metrics

Fully Played
Rate
----77.7%
----77.7%
83.1%
55.0%
----

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
B2B
Consumer Packaged Goods
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
Retail
Services
Sports
Tech/Internet
Telecom

Imp. with
Interactions Rate
0.9%
0.3%
0.2%
1.6%
4.1%
0.7%
-2.3%
0.2%
0.1%
11.0%
7.1%
0.3%
0.5%
6.8%

IR
----1.7%
10.9%
0.2%
19.1%
3.3%
0.2%
0.2%
0.1%
0.1%
---

Avg. Video
Duration (Seconds)
----------------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----50.6
54.5
67.6
32.8
13.2
46.3
28.0
46.8
76.7
---

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.0%
6.3%
0.1%
10.8%
3.1%
0.1%
0.1%
0.1%
0.1%
---

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


41

Viewability - A new lens for engagement

Benchmarks for Italy - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
1.7%
8.5%
0.3%
10.0%
1.9%
6.1%
9.6%
5.3%
11.2%
7.3%
10.7%
23.6%
5.9%
13.8%
12.7%
9.3%
-2.5%
12.8%
6.7%

Dwell Rate
----10.7%
16.3%
16.7%
13.9%
9.4%
45.8%
3.1%
1.9%
2.6%
-----

Dwell Rate
4.9%
13.7%
3.4%
11.4%
7.4%
10.7%
6.0%
14.5%
16.6%
10.0%
18.0%
20.6%
7.3%
9.4%
16.3%
16.8%
-5.5%
19.7%
19.0%

CTR
0.07%
0.08%
0.07%
0.06%
0.63%
0.73%
0.85%
0.31%
0.24%
2.89%
0.42%
0.06%
0.10%
-1.65%
1.65%
1.28%

Basic Metrics

User Average Dwell Time


(Seconds)
33.2
36.8
28.4
36.7
33.8
33.9
32.5
33.8
26.4
41.4
39.9
43.5
33.0
65.5
30.6
30.4
-26.3
37.6
46.9

CTR (Rich
Media)
0.21%
1.25%
0.11%
0.41%
0.68%
0.42%
0.26%
0.64%
0.61%
0.41%
0.86%
0.50%
0.24%
0.25%
0.65%
0.74%
-0.25%
1.87%
1.03%

CTR (Standard
Media)
0.08%
0.10%
-0.09%
0.08%
0.15%
0.06%
0.07%
0.06%
0.08%
0.08%
0.06%
0.13%
0.09%
0.18%
0.07%
0.08%
0.17%
0.09%
0.08%

Avg. Video
Duration
(Seconds)
18.5
17.5
-12.9
-12.2
15.2
13.7
12.6
18.3
17.0
13.7
13.3
-11.9
10.1
--10.6
17.8

Started Rate
----52.5%
43.1%
42.9%
51.6%
-80.8%
64.6%
65.9%
--100.0%
100.0%
--

50% Played Rate


----59.5%
54.0%
52.7%
55.9%
-40.9%
64.5%
67.0%
--83.7%
83.7%
--

Avg. Video
Duration (Seconds)
----17.7
15.5
17.7
10.8
-7.9
18.8
18.3
------

50% Played Rate


59.9%
60.6%
-53.2%
-57.8%
78.5%
65.8%
50.7%
57.6%
55.7%
54.9%
64.5%
-55.3%
33.5%
--50.0%
65.1%

Fully Played
Rate
44.8%
48.7%
-41.2%
-49.2%
69.8%
56.0%
38.4%
45.8%
44.3%
43.1%
52.0%
-46.0%
25.4%
--39.6%
56.4%

Avg. Video
Duration
(Seconds)
22.3
18.5
-16.6
17.3
13.8
16.7
18.1
10.3
16.7
31.1
14.5
11.2
15.4
11.4
16.9
--13.4
16.4

Auto Initiated Video Metrics


Started Rate
58.8%
53.0%
-51.0%
-58.1%
56.1%
58.3%
38.2%
55.6%
47.8%
46.0%
58.8%
-55.1%
64.6%
--46.7%
51.9%

User Initiated Video Metrics


Fully Played
Rate
----48.3%
42.7%
41.2%
43.5%
-31.1%
53.4%
55.8%
--80.0%
80.0%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----36.6%
14.8%
16.8%
46.6%
-88.8%
62.8%
67.0%
------

Started Rate
49.8%
38.5%
-26.3%
56.9%
43.9%
55.6%
25.7%
24.9%
11.2%
42.4%
23.7%
56.8%
16.0%
47.3%
41.2%
--21.0%
28.9%

Expandable Metrics

50% Played Rate


----66.6%
47.2%
52.3%
58.5%
-41.8%
73.4%
75.1%
------

Fully Played
Rate
----55.4%
35.7%
41.2%
46.6%
-24.6%
62.6%
64.3%
------

Impressions with
Any Panel
Expansion Rate
----3.0%
3.0%
3.3%
2.0%
14.1%
---------

Total Expansion
Rate
----40.3%
40.7%
32.5%
18.1%
29.5%
---------

Avg. Expansion
Duration (Seconds)
----52.6
52.6
41.1
22.0
37.4
---------

50% Played Rate


84.8%
62.9%
-54.8%
68.4%
48.6%
80.1%
59.1%
48.3%
52.8%
65.0%
49.8%
61.0%
72.4%
51.5%
46.5%
--74.8%
55.4%

Fully Played
Rate
77.0%
51.1%
-42.3%
44.4%
38.3%
70.6%
48.5%
39.2%
42.9%
47.2%
40.9%
48.1%
60.3%
37.8%
33.6%
--66.2%
43.3%

Impressions with
any Panel
Expansion Rate
2.1%
3.4%
-2.9%
5.4%
4.3%
2.0%
2.5%
1.3%
2.1%
5.6%
1.7%
3.9%
-5.8%
1.6%
-0.6%
3.0%
2.4%

Total Expansion
Rate
47.9%
43.2%
-45.4%
72.7%
38.6%
29.2%
34.5%
30.0%
64.9%
31.8%
43.6%
28.3%
-33.6%
27.1%
-126.5%
49.1%
51.4%

Avg. Expansion
Duration (Seconds)
132.2
71.0
-49.1
38.2
35.3
75.3
42.7
26.7
172.0
27.2
21.2
38.0
-24.9
22.8
-161.8
101.1
37.6

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
1.3%
5.2%
0.2%
6.2%
1.3%
4.6%
8.6%
3.7%
8.6%
5.6%
7.0%
15.2%
5.1%
10.2%
9.2%
6.8%
-2.2%
7.6%
5.2%

IR
----8.6%
11.6%
14.5%
14.0%
28.2%
3.9%
5.3%
6.1%
0.1%
-----

Avg. Video
Duration (Seconds)
----14.8
12.2
11.9
10.3
-10.9
17.0
17.3
------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
Standard Floating Ad
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----35.5
40.6
40.1
25.4
82.2
4.5
30.1
33.9
32.4
-----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----6.1%
7.4%
9.0%
7.5%
14.1%
3.4%
4.9%
6.0%
0.1%
-----

Expandable Metrics

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


42

Viewability - A new lens for engagement

Benchmarks for Japan - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
1.6%
0.5%
1.3%
-0.6%
0.3%
1.5%
1.6%
1.4%
--0.2%
3.4%
-2.4%
0.6%
3.3%
0.0%
1.5%

Dwell Rate
----3.0%
62.2%
3.7%
3.6%
2.6%
2.0%
1.4%
2.1%
----

Dwell Rate
3.8%
4.0%
3.3%
-3.2%
4.7%
2.9%
4.0%
5.6%
--2.1%
20.4%
-7.2%
8.5%
4.8%
1.1%
11.4%

CTR
0.06%
0.07%
0.05%
0.05%
0.10%
-0.15%
0.12%
0.09%
0.06%
0.03%
0.04%
3.50%
3.50%
0.29%

Basic Metrics

User Average Dwell Time


(Seconds)
21.3
33.5
40.1
-37.4
22.5
19.6
33.4
48.2
--31.7
97.1
-16.0
17.9
32.3
10.3
19.7

CTR (Rich
Media)
0.21%
0.12%
0.08%
-0.06%
0.13%
0.16%
0.08%
0.20%
--0.06%
3.14%
-0.15%
0.23%
0.16%
0.04%
0.18%

CTR (Standard
Media)
0.34%
0.09%
0.12%
0.09%
0.04%
0.06%
0.06%
0.07%
0.03%
0.09%
-0.06%
0.07%
0.04%
0.04%
0.06%
0.27%
0.10%
0.07%

Avg. Video
Duration
(Seconds)
------------24.5
-------

Started Rate
----71.6%
---71.7%
---100.0%
100.0%
--

50% Played Rate


----70.2%
---70.4%
---83.9%
83.9%
--

Avg. Video
Duration (Seconds)
----16.7
-17.3
12.6
16.5
18.4
------

50% Played Rate


------------93.2%
-------

Fully Played
Rate
------------88.4%
-------

Avg. Video
Duration
(Seconds)
12.4
----22.2
-75.2
---15.3
24.1
-------

Auto Initiated Video Metrics


Started Rate
------------158.9%
-------

User Initiated Video Metrics


Fully Played
Rate
----57.9%
---58.0%
---78.6%
78.6%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----29.9%
-1.4%
15.8%
33.7%
55.6%
------

50% Played Rate


----70.8%
-46.7%
57.5%
71.2%
67.7%
------

Impressions with
Any Panel
Expansion Rate
----1.6%
-1.6%
2.5%
--------

Total Expansion
Rate
----59.6%
-59.9%
17.4%
--------

Avg. Expansion
Duration (Seconds)
----121.9
-122.0
21.7
--------

50% Played Rate


70.1%
----62.6%
-45.3%
---80.7%
92.8%
-------

Fully Played
Rate
56.7%
----50.1%
-29.9%
---70.5%
87.8%
-------

Impressions with
any Panel
Expansion Rate
5.9%
-7.1%
---6.5%
1.2%
---1.4%
--3.0%
1.0%
2.4%
---

Total Expansion
Rate
16.3%
-31.1%
---35.1%
49.6%
---71.7%
--5.1%
70.0%
57.2%
---

Avg. Expansion
Duration (Seconds)
31.9
-22.2
---324.2
126.5
---136.9
--20.7
53.8
512.5
---

User Initiated Video Metrics


Started Rate
44.8%
----55.6%
-29.1%
---4.6%
162.3%
-------

Expandable Metrics

Fully Played
Rate
----56.8%
-32.6%
42.1%
57.2%
53.2%
------

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Retail
Services
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
1.1%
0.4%
1.1%
-0.3%
0.2%
0.9%
1.0%
0.5%
--0.1%
2.9%
-1.8%
0.5%
0.8%
0.0%
1.0%

IR
----0.7%
4.2%
2.3%
3.7%
0.2%
0.2%
0.0%
0.0%
----

Avg. Video
Duration (Seconds)
----15.3
---15.2
-------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Commercial Break
Expandable Banner
300x250
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----33.3
4.3
55.7
19.8
29.0
26.5
37.4
39.4
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----0.4%
4.3%
1.6%
2.6%
0.1%
0.1%
0.0%
0.0%
----

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


43

Viewability - A new lens for engagement

Benchmarks for Lithuania - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
24.1%

Dwell Rate
-17.8%

Dwell Rate
17.8%

CTR
0.09%
0.60%

Basic Metrics

User Average Dwell Time


(Seconds)
32.6

CTR (Rich
Media)
0.60%

CTR (Standard
Media)
0.09%

Avg. Video
Duration
(Seconds)
--

Started Rate
---

50% Played Rate


---

Auto Initiated Video Metrics


Started Rate
--

50% Played Rate


--

User Initiated Video Metrics


Fully Played
Rate
---

Avg. Video
Duration (Seconds)
---

Fully Played
Rate
--

Avg. Video
Duration
(Seconds)
--

Started Rate
---

50% Played Rate


---

User Initiated Video Metrics


Started Rate
--

50% Played Rate


--

Expandable Metrics

Fully Played
Rate
---

Impressions with
Any Panel
Expansion Rate
-21.1%

Total Expansion
Rate
-59.7%

Avg. Expansion
Duration (Seconds)
-46.1

Fully Played
Rate
--

Impressions with
any Panel
Expansion Rate
21.1%

Total Expansion
Rate
59.7%

Avg. Expansion
Duration (Seconds)
53.7

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Imp. with
Interactions Rate
17.0%

Auto

IR
-24.1%

Avg. Video
Duration (Seconds)
---

160X600

Standard Banner
Rich Media

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
-32.6

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
-17.0%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


44

Viewability - A new lens for engagement

Benchmarks for Malaysia - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
3.8%
7.5%
-1.4%
10.4%
7.5%
9.0%
12.4%
12.0%
13.4%
9.9%
1.3%
10.9%
7.4%
10.3%
15.9%
14.8%
13.3%
14.2%
14.7%

Dwell Rate
----9.4%
11.1%
11.1%
17.2%
5.3%
3.8%
3.2%
2.7%
2.3%
----

Dwell Rate
5.0%
8.0%
-3.1%
8.1%
6.6%
8.0%
9.7%
10.9%
8.4%
8.6%
10.7%
9.2%
5.8%
8.2%
11.1%
9.3%
10.7%
10.2%
11.1%

CTR
0.10%
0.10%
0.09%
0.11%
0.26%
0.29%
0.32%
0.33%
0.18%
0.14%
0.13%
0.10%
0.10%
3.88%
3.88%
1.11%

Basic Metrics

User Average Dwell Time


(Seconds)
38.4
58.4
-50.1
81.0
75.8
80.1
71.5
73.1
99.1
70.5
13.7
71.4
88.0
62.6
79.2
65.9
85.0
80.3
82.8

CTR (Rich
Media)
0.28%
0.24%
-0.16%
0.25%
0.43%
0.32%
0.30%
0.33%
0.27%
0.34%
0.89%
0.24%
0.22%
0.29%
0.25%
0.26%
0.31%
0.28%
0.20%

CTR (Standard
Media)
0.13%
0.12%
0.06%
-0.11%
0.07%
0.17%
0.13%
0.10%
0.06%
0.06%
-0.08%
0.09%
0.10%
0.09%
0.10%
0.10%
0.14%
0.10%

Avg. Video
Duration
(Seconds)
---------------------

Started Rate
----50.3%
----59.2%
50.9%
--98.3%
98.3%
--

50% Played Rate


----72.6%
----73.3%
54.1%
--80.4%
80.4%
--

Avg. Video
Duration (Seconds)
----26.9
26.7
19.0
37.7
25.3
26.8
25.7
------

50% Played Rate


---------------------

Fully Played
Rate
---------------------

Avg. Video
Duration
(Seconds)
18.9
29.4
-21.2
19.9
-19.1
29.0
122.9
-26.4
-21.5
7.4
22.5
--76.4
27.1
32.4

Auto Initiated Video Metrics


Started Rate
---------------------

User Initiated Video Metrics


Fully Played
Rate
----60.6%
----61.1%
39.5%
--73.0%
73.0%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----10.6%
4.8%
4.5%
7.7%
1.6%
33.2%
34.0%
------

50% Played Rate


----66.1%
54.1%
55.8%
48.6%
34.2%
72.6%
71.7%
------

Impressions with
Any Panel
Expansion Rate
----11.1%
11.4%
10.7%
18.7%
7.6%
--------

Total Expansion
Rate
----18.4%
17.5%
16.7%
23.3%
10.2%
--------

Avg. Expansion
Duration (Seconds)
----85.9
85.9
110.0
94.8
29.6
--------

50% Played Rate


82.9%
66.6%
-56.7%
68.5%
-82.0%
62.4%
30.8%
-67.2%
-46.8%
84.5%
40.7%
--69.8%
68.7%
58.2%

Fully Played
Rate
67.6%
52.6%
-44.6%
57.6%
-71.1%
48.4%
19.4%
-54.9%
-32.6%
70.4%
27.8%
--55.6%
54.8%
41.9%

Impressions with
any Panel
Expansion Rate
6.7%
12.8%
--8.1%
8.6%
7.9%
11.5%
12.3%
10.6%
8.8%
-9.7%
7.6%
7.2%
13.0%
10.7%
9.9%
11.3%
13.3%

Total Expansion
Rate
11.1%
22.3%
--16.8%
19.4%
20.7%
20.7%
21.7%
13.1%
18.3%
-14.3%
8.9%
19.8%
15.6%
14.5%
30.4%
17.0%
18.0%

Avg. Expansion
Duration (Seconds)
65.1
113.1
--201.8
222.5
170.2
168.7
109.7
56.7
194.0
-133.6
112.1
256.5
75.8
56.4
260.1
107.7
90.3

User Initiated Video Metrics


Started Rate
32.9%
17.7%
-54.5%
10.4%
-5.9%
10.4%
16.8%
-5.4%
-8.2%
8.0%
3.4%
--0.0%
6.3%
16.4%

Expandable Metrics

Fully Played
Rate
----52.1%
41.0%
41.6%
35.3%
22.6%
57.9%
57.3%
------

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
2.3%
5.7%
-1.0%
7.9%
4.8%
7.0%
8.6%
9.1%
10.6%
7.7%
0.9%
8.2%
5.9%
6.8%
13.0%
10.7%
9.5%
10.4%
11.3%

IR
----11.6%
15.3%
14.0%
23.6%
11.1%
0.3%
0.3%
0.1%
0.1%
----

Avg. Video
Duration (Seconds)
----26.3
----26.2
22.5
------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----75.1
81.7
74.0
88.2
89.7
22.6
31.1
24.4
32.0
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----8.7%
11.5%
10.8%
18.8%
7.6%
0.2%
0.2%
0.1%
0.1%
----

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


45

Viewability - A new lens for engagement

Benchmarks for Malta - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
1.9%

Dwell Rate
----3.5%
7.7%
2.4%
1.0%
--

Dwell Rate
3.5%

CTR
0.07%
0.08%
0.09%
0.06%
0.08%
0.15%
0.06%
0.06%
0.45%

Basic Metrics

User Average Dwell Time


(Seconds)
52.7

CTR (Rich
Media)
0.08%

CTR (Standard
Media)
0.07%

Avg. Video
Duration
(Seconds)
--

Started Rate
----------

50% Played Rate


----------

Avg. Video
Duration (Seconds)
----15.0
-----

50% Played Rate


--

Fully Played
Rate
--

Avg. Video
Duration
(Seconds)
15.0

Auto Initiated Video Metrics


Started Rate
--

User Initiated Video Metrics


Fully Played
Rate
----------

Started Rate
----4.6%
-----

50% Played Rate


----44.6%
-----

Impressions with
Any Panel
Expansion Rate
----7.7%
7.7%
----

Total Expansion
Rate
----9.5%
9.5%
----

Avg. Expansion
Duration (Seconds)
----86.7
86.7
----

50% Played Rate


44.6%

Fully Played
Rate
31.9%

Impressions with
any Panel
Expansion Rate
7.7%

Total Expansion
Rate
9.5%

Avg. Expansion
Duration (Seconds)
84.3

User Initiated Video Metrics


Started Rate
4.6%

Expandable Metrics

Fully Played
Rate
----31.9%
-----

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Gaming

Imp. with
Interactions Rate
1.5%

IR
----1.9%
9.7%
0.1%
0.1%
--

Avg. Video
Duration (Seconds)
----------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
Polite Banner
300x250
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----52.7
79.4
31.9
54.9
--

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.5%
7.7%
0.0%
0.1%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


46

Viewability - A new lens for engagement

Benchmarks for Mexico - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
6.8%
6.6%
8.9%
-8.3%
3.6%
4.6%
7.0%
8.8%
7.0%
3.7%
6.9%
12.3%
1.5%
18.4%
5.4%
4.2%
6.4%
1.1%
5.5%
1.8%

Dwell Rate
----9.4%
7.1%
7.5%
9.6%
6.4%
39.9%
2.7%
2.4%
3.0%
2.6%
----

Dwell Rate
10.8%
11.5%
25.9%
-9.4%
15.2%
6.3%
9.2%
13.9%
10.0%
5.6%
8.1%
14.4%
12.3%
15.1%
8.8%
9.3%
19.5%
7.9%
7.7%
6.7%

CTR
0.13%
0.14%
0.13%
0.16%
0.36%
0.23%
0.26%
0.30%
0.20%
2.02%
0.16%
0.18%
0.10%
0.18%
3.67%
3.67%
0.44%

Basic Metrics

User Average Dwell Time


(Seconds)
33.8
30.3
14.7
-45.8
16.0
50.6
43.2
32.1
47.6
55.9
50.5
44.5
9.0
91.2
34.2
28.3
28.5
52.6
50.1
33.0

CTR (Rich
Media)
0.45%
0.37%
1.13%
-0.40%
0.71%
0.30%
0.69%
0.52%
0.44%
0.19%
0.24%
0.36%
0.56%
0.63%
0.30%
0.29%
0.61%
0.28%
0.26%
0.15%

CTR (Standard
Media)
0.20%
0.15%
0.10%
0.17%
0.18%
0.18%
0.15%
0.19%
0.11%
0.18%
0.11%
0.11%
0.14%
0.28%
0.21%
0.13%
0.11%
-0.23%
0.13%
0.10%

Avg. Video
Duration
(Seconds)
----23.2
-23.6
64.7
-17.8
------------

Started Rate
----62.1%
68.1%
---84.9%
52.8%
54.3%
--100.0%
100.0%
--

50% Played Rate


----68.5%
84.6%
---46.2%
74.4%
75.0%
--88.4%
88.4%
--

Avg. Video
Duration (Seconds)
----25.8
17.6
18.8
24.6
13.7
19.8
30.5
28.1
39.5
18.1
----

50% Played Rate


----52.1%
-74.5%
71.8%
-56.6%
------------

Fully Played
Rate
----39.0%
-62.0%
55.7%
-36.5%
------------

Avg. Video
Duration
(Seconds)
33.0
26.4
--18.2
-23.2
22.1
19.6
33.5
13.2
20.5
---31.6
28.1
81.6
-27.4
--

Auto Initiated Video Metrics


Started Rate
----27.3%
-48.9%
73.3%
-68.4%
------------

User Initiated Video Metrics


Fully Played
Rate
----53.7%
61.8%
---31.9%
63.1%
63.6%
--75.1%
75.1%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----21.1%
10.9%
5.7%
11.5%
16.0%
36.2%
30.8%
26.0%
57.8%
75.5%
----

Started Rate
6.2%
18.5%
--6.1%
-5.6%
34.7%
1.7%
27.5%
7.6%
12.3%
---6.5%
0.7%
24.7%
-34.4%
--

Expandable Metrics

50% Played Rate


----78.0%
77.3%
61.8%
73.2%
84.5%
42.3%
79.7%
78.7%
80.0%
86.7%
----

Fully Played
Rate
----69.0%
68.9%
49.9%
60.7%
79.2%
31.8%
65.8%
68.0%
69.6%
53.2%
----

Impressions with
Any Panel
Expansion Rate
----6.0%
6.2%
6.4%
8.9%
6.9%
---------

Total Expansion
Rate
----12.1%
9.8%
10.9%
16.5%
8.3%
---------

Avg. Expansion
Duration (Seconds)
----45.3
45.0
61.6
79.8
11.4
---------

50% Played Rate


68.0%
78.3%
--61.6%
-45.4%
79.5%
60.8%
87.5%
73.9%
64.1%
---73.5%
75.8%
90.6%
-41.0%
--

Fully Played
Rate
57.7%
68.8%
--49.7%
-35.8%
68.7%
48.6%
82.7%
57.4%
52.0%
---62.5%
63.6%
67.9%
-25.1%
--

Impressions with
any Panel
Expansion Rate
8.8%
6.6%
10.7%
-7.1%
6.1%
5.4%
6.3%
7.5%
5.1%
3.6%
5.8%
--15.5%
5.3%
7.0%
8.6%
0.6%
6.1%
1.4%

Total Expansion
Rate
15.7%
12.1%
13.9%
-13.5%
21.3%
8.0%
15.7%
15.1%
35.1%
5.7%
7.9%
--22.0%
8.2%
10.6%
21.3%
57.3%
11.0%
3.7%

Avg. Expansion
Duration (Seconds)
76.9
76.4
66.4
-93.4
33.8
47.3
75.2
99.6
134.2
56.7
40.3
--29.8
45.3
68.0
118.0
323.5
52.1
108.6

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
4.6%
4.6%
7.0%
-5.4%
2.6%
3.5%
4.4%
5.6%
4.4%
2.8%
5.1%
8.6%
1.1%
12.7%
3.7%
3.2%
5.6%
0.7%
4.4%
1.4%

IR
----6.6%
9.2%
10.1%
16.1%
8.6%
2.6%
1.1%
0.9%
1.9%
0.2%
----

Avg. Video
Duration (Seconds)
----49.0
101.1
---11.8
51.7
52.4
------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----41.0
71.0
54.2
64.4
90.9
5.9
47.3
43.5
60.5
54.5
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----4.6%
6.3%
6.6%
9.2%
7.0%
2.2%
0.9%
0.7%
1.6%
0.1%
----

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


47

Viewability - A new lens for engagement

Benchmarks for New Zealand - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
-1.2%
-2.2%
1.3%
0.3%
3.2%
6.2%
0.4%
0.1%
5.2%
--4.6%
8.4%
0.8%
--1.1%
--

Dwell Rate
----3.6%
3.8%
8.8%
9.3%
3.4%
3.5%
3.5%
1.9%
1.2%
--

Dwell Rate
-5.4%
-5.7%
3.6%
3.3%
4.1%
8.2%
2.5%
4.7%
4.2%
--7.8%
7.2%
4.8%
--3.2%
--

CTR
0.06%
0.10%
0.05%
0.05%
0.12%
0.13%
0.29%
0.58%
0.14%
0.12%
0.13%
0.08%
0.03%
0.99%

Basic Metrics

User Average Dwell Time


(Seconds)
-27.8
-52.6
30.5
28.0
35.0
35.7
24.4
33.4
30.0
--39.0
61.6
21.4
--29.5
--

CTR (Rich
Media)
-0.20%
-0.30%
0.12%
0.16%
0.18%
0.19%
0.09%
0.08%
0.16%
--0.28%
0.35%
0.09%
--0.10%
--

CTR (Standard
Media)
0.15%
0.07%
0.08%
0.16%
0.10%
0.16%
0.15%
0.06%
0.05%
0.08%
0.11%
0.11%
0.06%
0.12%
0.11%
0.08%
0.05%
0.31%
0.05%
0.04%

Avg. Video
Duration
(Seconds)
----20.0
12.7
49.4
--------------

Started Rate
----62.3%
----63.7%
62.5%
39.3%
---

50% Played Rate


----69.2%
----69.3%
65.9%
44.8%
---

Avg. Video
Duration (Seconds)
----32.6
41.6
42.1
-40.4
32.3
31.7
67.1
---

50% Played Rate


----47.1%
74.6%
59.3%
--------------

Fully Played
Rate
----32.0%
62.3%
39.1%
--------------

Avg. Video
Duration
(Seconds)
-36.7
--38.5
14.1
33.2
36.1
20.3
-54.8
---32.7
27.5
--36.0
--

Auto Initiated Video Metrics


Started Rate
----41.1%
57.9%
67.6%
--------------

User Initiated Video Metrics


Fully Played
Rate
----54.9%
----55.1%
50.3%
28.0%
---

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----50.1%
8.0%
10.7%
-1.6%
59.9%
59.0%
50.3%
---

50% Played Rate


----68.3%
62.5%
64.0%
-39.8%
68.5%
67.7%
51.3%
---

Impressions with
Any Panel
Expansion Rate
----2.2%
2.2%
5.0%
8.0%
7.1%
------

Total Expansion
Rate
----7.6%
7.5%
13.8%
20.6%
9.3%
------

Avg. Expansion
Duration (Seconds)
----37.1
37.1
21.8
94.6
17.3
------

50% Played Rate


-60.2%
--60.5%
81.6%
66.2%
79.1%
76.8%
-77.0%
---77.3%
86.6%
--52.0%
--

Fully Played
Rate
-44.9%
--38.5%
69.0%
50.0%
66.2%
63.0%
-67.5%
---64.0%
78.9%
--35.1%
--

Impressions with
any Panel
Expansion Rate
----1.5%
-4.7%
9.1%
--0.3%
--4.4%
7.0%
---4.4%
--

Total Expansion
Rate
----9.4%
-9.1%
17.3%
--22.6%
--15.6%
11.9%
---11.7%
--

Avg. Expansion
Duration (Seconds)
----13.9
-26.8
38.8
--14.3
--15.4
39.4
---18.0
--

User Initiated Video Metrics


Started Rate
-50.6%
--46.2%
56.9%
51.5%
52.3%
59.9%
-45.8%
---30.7%
70.3%
--46.4%
--

Expandable Metrics

Fully Played
Rate
----52.5%
38.0%
38.6%
-24.3%
52.9%
52.6%
17.6%
---

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
-0.8%
-1.6%
1.1%
0.2%
1.9%
4.5%
0.2%
0.1%
0.3%
--3.5%
3.2%
0.6%
--0.8%
--

IR
----1.8%
3.5%
6.7%
25.5%
9.5%
0.7%
0.8%
0.5%
0.2%
--

Avg. Video
Duration (Seconds)
----25.2
----25.6
29.0
12.5
---

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Polite Banner
300x250
728x90
160x600
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----32.1
38.4
35.8
63.2
85.2
28.2
28.2
38.7
28.5
--

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.1%
2.2%
4.9%
8.1%
7.1%
0.4%
0.5%
0.6%
0.2%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


48

Viewability - A new lens for engagement

Benchmarks for Netherlands - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
0.7%
1.6%
-0.1%
1.2%
0.1%
2.0%
3.6%
0.4%
2.7%
1.5%
4.2%
-0.0%
3.0%
18.1%
-0.2%
1.6%
0.7%

Dwell Rate
----3.0%
10.0%
8.7%
24.0%
11.1%
2.2%
2.1%
1.6%
1.8%
--

Dwell Rate
1.9%
3.9%
-1.7%
5.2%
12.8%
4.1%
6.0%
2.3%
3.6%
3.2%
5.1%
-1.6%
4.8%
8.5%
-2.0%
3.3%
2.2%

CTR
0.11%
0.08%
0.07%
0.09%
0.12%
0.44%
0.31%
0.97%
0.28%
0.08%
0.08%
0.07%
0.08%
0.86%

Basic Metrics

User Average Dwell Time


(Seconds)
48.2
30.2
-33.0
27.0
14.8
34.3
41.7
37.6
41.0
45.8
51.6
-24.2
54.2
45.2
-33.0
43.1
29.2

CTR (Rich
Media)
0.10%
0.12%
-0.06%
0.20%
0.13%
0.18%
0.15%
0.08%
0.13%
0.07%
0.31%
-0.04%
0.27%
0.36%
-0.08%
0.14%
0.09%

CTR (Standard
Media)
0.12%
0.07%
0.05%
0.08%
0.07%
0.07%
0.18%
0.11%
0.19%
0.09%
0.07%
0.12%
0.18%
0.38%
0.09%
0.07%
0.12%
0.10%
0.07%
0.07%

Avg. Video
Duration
(Seconds)
--------17.1
------------

Started Rate
----71.6%
----64.4%
68.0%
----

50% Played Rate


----82.5%
----78.4%
78.7%
----

Avg. Video
Duration (Seconds)
----21.9
14.5
12.8
6.0
-26.1
17.1
----

50% Played Rate


--------82.7%
------------

Fully Played
Rate
--------70.2%
------------

Avg. Video
Duration
(Seconds)
20.9
17.6
--18.9
-14.5
18.9
-17.6
-10.9
--19.0
--81.8
---

Auto Initiated Video Metrics


Started Rate
--------74.0%
------------

User Initiated Video Metrics


Fully Played
Rate
----70.4%
----65.2%
65.8%
----

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----41.3%
41.2%
34.2%
28.0%
-42.1%
57.5%
----

50% Played Rate


----74.7%
74.4%
72.6%
24.5%
-75.3%
75.3%
----

Impressions with
Any Panel
Expansion Rate
----9.4%
9.5%
7.4%
4.7%
19.4%
------

Total Expansion
Rate
----30.1%
30.9%
38.2%
39.9%
36.4%
------

Avg. Expansion
Duration (Seconds)
----87.2
87.3
67.8
22.3
21.8
------

50% Played Rate


67.8%
71.8%
--81.5%
-64.0%
74.4%
-74.2%
-79.2%
--68.6%
--76.1%
---

Fully Played
Rate
44.5%
60.8%
--69.5%
-46.4%
58.0%
-63.8%
-68.4%
--52.1%
--63.4%
---

Impressions with
any Panel
Expansion Rate
6.0%
7.6%
--5.2%
-9.0%
7.3%
8.5%
12.4%
-14.4%
--14.0%
15.4%
-3.6%
8.5%
--

Total Expansion
Rate
14.1%
77.1%
--79.3%
-52.0%
34.9%
46.0%
21.5%
-27.3%
--24.8%
34.4%
-72.3%
11.2%
--

Avg. Expansion
Duration (Seconds)
81.3
98.1
--49.6
-143.3
99.0
25.2
14.6
-85.9
--92.7
16.4
-99.7
86.6
--

User Initiated Video Metrics


Started Rate
17.3%
62.0%
--13.4%
-78.2%
52.8%
-55.6%
-53.7%
--62.6%
--57.7%
---

Expandable Metrics

Fully Played
Rate
----61.0%
59.4%
61.2%
17.6%
-62.3%
62.1%
----

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
0.7%
0.9%
-0.1%
0.9%
0.1%
1.2%
2.8%
0.3%
1.5%
1.0%
3.0%
-0.0%
2.8%
8.2%
-0.2%
1.6%
0.2%

IR
----1.4%
11.4%
7.4%
3.0%
36.8%
0.2%
0.3%
0.1%
0.1%
--

Avg. Video
Duration (Seconds)
----68.6
----19.3
22.1
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Polite Banner
300x250
728x90
160x600
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----42.1
78.5
52.4
47.6
47.8
25.7
29.0
27.4
29.2
--

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.1%
8.9%
6.1%
2.4%
19.4%
0.1%
0.1%
0.1%
0.1%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


49

Viewability - A new lens for engagement

Benchmarks for Norway - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

Imp. with
Interactions Rate
0.3%
---1.1%
2.1%
4.2%
0.4%

IR
0.2%
---1.3%
2.6%
5.3%
0.4%

Dwell Rate
----4.6%
4.8%
3.9%
4.2%
2.4%
--

Dwell Rate
7.6%
---5.1%
4.8%
4.4%
3.5%

CTR
0.10%
0.05%
0.05%
0.07%
0.17%
0.20%
0.22%
0.14%
0.21%
0.11%

Basic Metrics

User Average Dwell Time


(Seconds)
53.7
---33.8
62.5
50.9
64.2

CTR (Rich
Media)
0.11%
---0.21%
0.23%
0.21%
0.15%

CTR (Standard
Media)
0.13%
0.08%
-0.09%
0.09%
----

Avg. Video
Duration
(Seconds)
---------

Started Rate
-----------

50% Played Rate


-----------

Auto Initiated Video Metrics


Started Rate
---------

50% Played Rate


---------

User Initiated Video Metrics


Fully Played
Rate
-----------

Avg. Video
Duration (Seconds)
----23.0
12.2
-23.5
16.3
--

Fully Played
Rate
---------

Avg. Video
Duration
(Seconds)
----17.3
----

Started Rate
----34.1%
9.1%
-46.7%
23.1%
--

50% Played Rate


----81.4%
83.3%
-81.7%
74.8%
--

User Initiated Video Metrics


Started Rate
----31.6%
----

50% Played Rate


----76.6%
----

Expandable Metrics

Fully Played
Rate
----70.7%
44.1%
-73.0%
61.9%
--

Impressions with
Any Panel
Expansion Rate
----4.7%
4.4%
2.8%
----

Total Expansion
Rate
----10.2%
9.0%
6.8%
----

Avg. Expansion
Duration (Seconds)
----56.4
80.8
95.6
----

Fully Played
Rate
----64.3%
----

Impressions with
any Panel
Expansion Rate
---------

Total Expansion
Rate
---------

Avg. Expansion
Duration (Seconds)
---------

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
Consumer Packaged Goods
Corporate
Entertainment
Gaming
Health/Beauty
Telecom

IR
----1.8%
3.0%
3.3%
0.2%
0.3%
--

Avg. Video
Duration (Seconds)
-----------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
Polite Banner
300x250
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----51.2
62.4
41.8
41.0
33.7
--

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.5%
2.7%
2.8%
0.2%
0.2%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


50

Viewability - A new lens for engagement

Benchmarks for Philippines - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
0.2%
18.4%
-8.4%
16.2%
-21.5%
--8.0%
-5.6%
--

Dwell Rate
----11.8%
11.6%
15.1%
11.3%
3.9%
9.9%
10.7%
3.7%

Dwell Rate
4.2%
12.7%
-7.9%
14.5%
-13.3%
--8.5%
-5.9%
--

CTR
0.19%
0.24%
0.16%
0.15%
0.49%
0.28%
0.36%
0.21%
0.16%
1.37%
0.78%
0.09%

Basic Metrics

User Average Dwell Time


(Seconds)
25.4
121.9
-71.8
119.3
-62.3
--85.6
-81.8
--

CTR (Rich
Media)
0.12%
0.73%
-0.16%
0.37%
-0.49%
--0.19%
-0.12%
--

CTR (Standard
Media)
0.13%
0.10%
0.16%
0.22%
-0.10%
0.24%
0.13%
0.19%
0.13%
0.15%
0.12%
0.18%

Avg. Video
Duration
(Seconds)
--------------

Started Rate
-------------

50% Played Rate


-------------

Avg. Video
Duration (Seconds)
----37.5
17.2
16.9
--45.5
---

50% Played Rate


--------------

Fully Played
Rate
--------------

Avg. Video
Duration
(Seconds)
-43.3
--60.1
-18.0
-------

Auto Initiated Video Metrics


Started Rate
--------------

User Initiated Video Metrics


Fully Played
Rate
-------------

Started Rate
----14.3%
5.7%
6.5%
--42.3%
---

50% Played Rate


----61.3%
44.6%
44.9%
--68.5%
---

Impressions with
Any Panel
Expansion Rate
----11.3%
11.6%
15.5%
8.5%
-----

Total Expansion
Rate
----17.0%
16.9%
22.1%
11.5%
-----

Avg. Expansion
Duration (Seconds)
----67.7
67.7
73.9
101.2
-----

50% Played Rate


-70.1%
--50.9%
-42.7%
-------

Fully Played
Rate
-51.5%
--35.9%
-28.8%
-------

Impressions with
any Panel
Expansion Rate
---5.7%
15.8%
-14.3%
--6.8%
-4.0%
--

Total Expansion
Rate
---10.3%
17.9%
-21.3%
--8.2%
-5.7%
--

Avg. Expansion
Duration (Seconds)
---128.3
128.6
-64.5
--110.2
-107.9
--

User Initiated Video Metrics


Started Rate
-41.1%
--32.3%
-6.7%
-------

Expandable Metrics

Fully Played
Rate
----44.2%
30.4%
30.6%
--50.2%
---

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
Careers
Consumer Packaged Goods
Electronics
Entertainment
Health/Beauty
Medical
Restaurant
Services
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
0.1%
16.8%
-5.7%
13.7%
-14.3%
--6.5%
-3.8%
--

IR
----16.2%
17.1%
22.6%
12.8%
9.8%
14.4%
15.7%
0.1%

Avg. Video
Duration (Seconds)
-------------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Polite Banner
300x250
728x90

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----71.0
72.9
70.4
82.7
87.6
99.0
127.6
27.9

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----11.5%
11.6%
15.5%
8.6%
6.2%
13.2%
16.0%
0.1%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


51

Viewability - A new lens for engagement

Benchmarks for Poland - 2012

Performance Metrics (By Format, Size and Vertical)

Apparel
Auto
B2B
Consumer Packaged Goods
Electronics
Entertainment
Financial
Gaming
Health/Beauty
Medical
Restaurant
Retail
Services
Tech/Internet
Telecom

Data Source
--

Imp. with
Interactions Rate
1.4%
6.4%
-3.3%
1.6%
0.9%
5.3%
-2.1%
0.6%
-5.6%
-3.0%
4.3%

IR
1.9%
13.3%
-7.1%
2.0%
1.9%
6.2%
-2.8%
0.6%
-9.1%
-3.6%
6.0%

Dwell Rate
--13.8%
15.7%
8.3%
4.6%
62.3%
10.4%
5.4%
--

Dwell Rate
15.4%
17.4%
-10.9%
16.4%
17.1%
9.1%
-12.3%
6.4%
-15.2%
-27.2%
11.0%

CTR
0.15%
0.09%
0.25%
0.24%
0.35%
0.13%
1.54%
0.19%
0.12%
0.24%

Basic Metrics

User Average Dwell Time


(Seconds)
27.3
37.8
-32.2
37.3
39.6
61.4
-34.4
19.0
-22.3
-9.4
41.3

CTR (Rich
Media)
0.15%
0.17%
-0.14%
0.43%
0.22%
0.15%
-0.47%
0.07%
-0.23%
-0.60%
0.16%

CTR (Standard
Media)
0.28%
0.15%
0.12%
0.11%
0.13%
-0.11%
0.15%
--0.26%
0.23%
0.25%
0.28%
--

Avg. Video
Duration
(Seconds)
----------------

Started Rate
--63.3%
----63.3%
---

50% Played Rate


--64.5%
----64.4%
---

Auto Initiated Video Metrics


Started Rate
----------------

50% Played Rate


----------------

User Initiated Video Metrics


Fully Played
Rate
--48.9%
----48.8%
---

Avg. Video
Duration (Seconds)
--24.2
30.3
55.0
-8.1
24.7
19.3
--

Fully Played
Rate
----------------

Avg. Video
Duration
(Seconds)
57.2
15.9
-23.6
22.4
26.7
--11.6
-----27.9

Started Rate
--18.3%
2.6%
22.6%
-24.1%
25.8%
34.6%
--

50% Played Rate


--66.1%
47.6%
76.1%
-12.1%
70.1%
76.2%
--

User Initiated Video Metrics


Started Rate
6.2%
32.0%
-15.1%
33.9%
0.0%
--15.3%
-----32.4%

50% Played Rate


73.4%
60.0%
-65.1%
69.3%
63.8%
--60.1%
-----51.8%

Expandable Metrics

Fully Played
Rate
--52.4%
34.0%
64.0%
-6.1%
55.9%
62.4%
--

Impressions with
Any Panel
Expansion Rate
--5.8%
5.9%
5.9%
8.6%
-----

Total Expansion
Rate
--15.5%
15.9%
13.1%
11.4%
-----

Avg. Expansion
Duration (Seconds)
--56.0
56.0
43.0
19.8
-----

Fully Played
Rate
59.5%
48.2%
-49.0%
55.9%
44.3%
--41.9%
-----38.1%

Impressions with
any Panel
Expansion Rate
2.1%
13.1%
-6.9%
1.4%
-4.5%
-5.0%
--5.9%
--5.5%

Total Expansion
Rate
4.6%
13.4%
-12.8%
40.5%
-37.8%
-7.5%
--9.2%
--14.1%

Avg. Expansion
Duration (Seconds)
60.0
87.4
-51.5
22.6
-114.6
-46.0
--36.6
--18.2

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

300x250
234x60
Floating Ad
Polite Banner
300x250
Mobile

IR
--5.2%
7.6%
9.4%
11.6%
19.7%
3.4%
1.6%
--

Avg. Video
Duration (Seconds)
--108.4
----109.2
---

160X600

Standard Banner
300x250
Rich Media
Expandable Banner

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
--33.6
52.9
62.2
89.9
4.2
29.3
24.4
--

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
--2.9%
5.8%
6.2%
8.6%
1.8%
1.5%
0.9%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


52

Viewability - A new lens for engagement

Benchmarks for Portugal - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
5.1%
5.6%
-8.9%
11.8%
7.7%
3.6%
2.7%
4.6%
5.8%
5.3%
1.6%
5.2%
12.7%
10.5%
0.3%
8.8%
7.8%
--

Dwell Rate
----9.3%
9.4%
9.5%
8.7%
39.4%
3.5%
3.0%
2.8%
----

Dwell Rate
7.4%
8.6%
-12.4%
13.2%
6.5%
13.6%
4.6%
5.0%
11.6%
5.9%
46.6%
8.0%
7.7%
20.7%
8.1%
7.0%
7.2%
--

CTR
0.11%
0.11%
0.04%
0.09%
0.39%
0.31%
0.35%
0.21%
2.31%
0.14%
0.12%
0.15%
2.31%
2.33%
0.82%

Basic Metrics

User Average Dwell Time


(Seconds)
56.9
37.8
-40.0
68.2
71.6
15.4
46.3
41.9
30.3
59.5
4.0
40.3
112.4
23.2
9.4
85.4
68.7
--

CTR (Rich
Media)
0.34%
0.33%
-0.52%
0.32%
0.27%
0.44%
0.19%
0.19%
0.53%
0.15%
1.58%
1.19%
0.23%
0.72%
0.23%
0.18%
0.38%
--

CTR (Standard
Media)
0.16%
0.12%
-0.09%
-0.33%
0.07%
0.26%
0.14%
0.09%
0.08%
-0.22%
0.14%
---0.09%
0.19%

Avg. Video
Duration
(Seconds)
-145.9
-109.5
-42.2
-65.4
-----132.2
8.8
-----

Started Rate
----73.6%
74.2%
74.2%
-87.8%
73.2%
73.7%
-75.2%
73.1%
--

50% Played Rate


----64.3%
40.6%
40.6%
-51.8%
66.9%
68.2%
-76.8%
80.1%
--

Avg. Video
Duration (Seconds)
----102.5
53.7
64.1
83.9
10.7
112.4
113.4
-----

50% Played Rate


-67.9%
-65.9%
-77.7%
-41.9%
-----66.9%
58.8%
-----

Fully Played
Rate
-58.9%
-56.6%
-71.0%
-35.9%
-----57.5%
52.9%
-----

Avg. Video
Duration
(Seconds)
70.3
116.7
-73.4
119.1
38.7
145.6
42.8
185.1
107.6
--99.7
190.5
50.2
-128.6
107.6
--

Auto Initiated Video Metrics


Started Rate
-74.7%
-70.5%
-74.8%
-72.0%
-----72.5%
85.7%
-----

User Initiated Video Metrics


Fully Played
Rate
----55.0%
30.6%
30.6%
-43.3%
57.8%
59.2%
-69.2%
72.1%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----48.1%
13.9%
21.5%
4.9%
88.4%
62.1%
63.4%
-----

50% Played Rate


----70.7%
66.6%
71.0%
34.0%
53.3%
72.2%
71.5%
-----

Impressions with
Any Panel
Expansion Rate
----10.2%
10.0%
6.2%
13.6%
--------

Total Expansion
Rate
----23.5%
23.0%
23.0%
19.8%
--------

Avg. Expansion
Duration (Seconds)
----46.0
45.0
71.1
19.7
--------

50% Played Rate


82.7%
72.2%
-54.8%
64.7%
70.4%
70.8%
70.4%
58.8%
76.0%
--73.3%
45.5%
69.6%
-35.6%
66.8%
--

Fully Played
Rate
74.3%
62.4%
-43.3%
52.6%
58.8%
60.3%
61.7%
45.2%
64.8%
--61.7%
35.6%
57.7%
-18.4%
54.8%
--

Impressions with
any Panel
Expansion Rate
7.9%
9.9%
-10.9%
14.2%
13.7%
8.8%
4.8%
16.4%
8.6%
--12.0%
12.5%
12.4%
0.1%
6.9%
11.2%
--

Total Expansion
Rate
24.9%
26.6%
-25.5%
25.2%
25.9%
13.1%
45.6%
22.7%
18.6%
--17.5%
24.4%
21.5%
0.1%
9.3%
20.0%
--

Avg. Expansion
Duration (Seconds)
155.7
74.4
-21.9
84.6
57.5
51.8
179.9
40.8
42.6
--21.0
98.3
88.1
67.0
40.2
73.8
--

User Initiated Video Metrics


Started Rate
49.3%
38.8%
-38.6%
54.0%
44.7%
66.6%
56.0%
68.0%
57.5%
--64.0%
11.5%
33.7%
-0.1%
45.1%
--

Expandable Metrics

Fully Played
Rate
----60.0%
56.5%
61.1%
21.2%
44.2%
61.4%
60.6%
-----

Expandable Metrics

300X600

Apparel
Auto
B2B
Consumer Packaged Goods
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
3.5%
3.9%
-5.6%
9.9%
5.1%
2.6%
1.9%
3.2%
4.2%
3.8%
1.6%
3.8%
8.8%
8.1%
0.3%
6.4%
5.6%
--

IR
----6.4%
14.5%
9.0%
20.1%
3.2%
0.6%
0.5%
0.2%
----

Avg. Video
Duration (Seconds)
----119.5
111.0
111.0
-12.3
123.5
134.3
-----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
234x60
Floating Ad
Polite Banner
300x250
728x90
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----41.2
76.4
44.1
113.2
3.5
48.2
48.7
17.9
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----4.4%
10.0%
6.3%
13.6%
3.1%
0.3%
0.2%
0.2%
----

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


53

Viewability - A new lens for engagement

Benchmarks for Romania - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
3.5%
6.3%
0.5%
19.3%
-13.5%

Dwell Rate
----17.8%
10.7%
8.2%
14.1%
10.8%
62.6%
7.1%
3.5%
3.2%
2.3%

Dwell Rate
19.1%
17.9%
6.4%
10.5%
-14.6%

CTR
0.11%
0.18%
0.11%
0.19%
0.40%
0.24%
0.24%
0.28%
0.83%
1.29%
0.14%
0.13%
0.14%
0.08%

Basic Metrics

User Average Dwell Time


(Seconds)
34.2
23.5
56.1
87.2
-98.9

CTR (Rich
Media)
0.53%
0.30%
0.22%
0.79%
-0.20%

CTR (Standard
Media)
0.07%
0.12%
0.16%
0.28%
-0.13%

Avg. Video
Duration
(Seconds)
32.7
------

Started Rate
----144.6%
----------

50% Played Rate


----85.7%
----------

Avg. Video
Duration (Seconds)
----26.1
20.6
---------

50% Played Rate


85.9%
------

Fully Played
Rate
74.7%
------

Avg. Video
Duration
(Seconds)
26.1
------

Auto Initiated Video Metrics


Started Rate
146.8%
------

User Initiated Video Metrics


Fully Played
Rate
----74.4%
----------

Started Rate
----73.7%
0.7%
---------

50% Played Rate


----90.7%
66.5%
---------

Impressions with
Any Panel
Expansion Rate
----3.5%
5.2%
5.4%
10.4%
15.0%
------

Total Expansion
Rate
----18.7%
29.3%
11.7%
18.3%
18.8%
------

Avg. Expansion
Duration (Seconds)
----85.7
85.8
85.2
49.8
37.5
------

50% Played Rate


90.7%
------

Fully Played
Rate
77.8%
------

Impressions with
any Panel
Expansion Rate
0.5%
6.1%
0.2%
14.6%
---

Total Expansion
Rate
21.5%
11.7%
32.1%
18.2%
---

Avg. Expansion
Duration (Seconds)
136.5
77.9
117.6
38.5
---

User Initiated Video Metrics


Started Rate
73.7%
------

Expandable Metrics

Fully Played
Rate
----77.8%
56.2%
---------

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Auto
Consumer Packaged Goods
Electronics
Entertainment
Gaming
Services

Imp. with
Interactions Rate
2.9%
3.2%
0.3%
14.6%
-13.1%

IR
----5.3%
11.8%
13.0%
11.7%
19.8%
1.3%
0.7%
1.3%
0.2%
0.1%

Avg. Video
Duration (Seconds)
----35.9
----------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----30.2
79.9
70.1
81.6
87.3
8.1
21.9
20.9
30.8
22.6

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
----3.4%
7.6%
5.4%
10.6%
15.0%
1.3%
0.6%
1.2%
0.1%
0.1%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


54

Viewability - A new lens for engagement

Benchmarks for Singapore - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
8.3%
7.9%
11.2%
1.6%
20.5%
5.0%
9.6%
6.9%
1.4%
2.1%
11.2%
9.4%
16.8%
6.4%
8.8%
10.0%
13.1%
-8.7%
12.1%
6.6%

Dwell Rate
----7.9%
9.6%
9.0%
12.0%
6.7%
28.5%
3.0%
3.4%
2.5%
2.7%
----

Dwell Rate
8.7%
8.4%
9.0%
6.8%
11.2%
4.3%
9.6%
8.7%
4.4%
3.3%
7.8%
7.9%
12.6%
6.2%
7.6%
7.3%
9.4%
-8.4%
10.7%
8.2%

CTR
0.10%
0.11%
0.09%
0.09%
0.29%
0.36%
0.35%
0.39%
0.28%
0.87%
0.10%
0.12%
0.08%
0.09%
1.85%
1.85%
0.66%

Basic Metrics

User Average Dwell Time


(Seconds)
62.0
55.7
79.2
44.8
79.5
57.6
72.7
66.6
45.0
51.4
89.3
68.7
82.6
33.3
70.7
68.8
92.8
-78.8
76.7
55.6

CTR (Rich
Media)
0.40%
0.26%
0.39%
0.32%
0.40%
0.21%
0.37%
0.32%
0.13%
0.10%
0.20%
0.24%
0.37%
0.22%
0.32%
0.17%
0.36%
-0.17%
0.37%
0.33%

CTR (Standard
Media)
0.11%
0.12%
0.23%
-0.09%
0.10%
0.13%
0.07%
0.06%
0.12%
0.10%
0.07%
-0.36%
0.21%
0.10%
0.16%
0.11%
0.08%
0.08%
0.09%

Avg. Video
Duration
(Seconds)
-------22.3
-34.5
-32.9
----------

Started Rate
----66.7%
62.7%
62.7%
---68.0%
64.1%
71.8%
73.3%
98.1%
98.1%
--

50% Played Rate


----70.7%
59.8%
59.8%
---73.8%
74.5%
71.6%
75.9%
88.0%
88.0%
--

Avg. Video
Duration (Seconds)
----23.4
22.2
19.2
33.8
22.6
-24.7
22.0
------

50% Played Rate


-------59.0%
-73.0%
-77.5%
----------

Fully Played
Rate
-------45.3%
-59.3%
-66.4%
----------

Avg. Video
Duration
(Seconds)
16.7
21.8
37.7
-16.9
14.2
40.4
31.1
20.2
-19.2
15.7
--10.8
38.0
---35.4
18.5

Auto Initiated Video Metrics


Started Rate
-------66.3%
-71.0%
-59.0%
----------

User Initiated Video Metrics


Fully Played
Rate
----57.4%
46.7%
46.7%
---60.5%
61.3%
58.1%
62.8%
82.3%
82.3%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----15.3%
6.8%
8.0%
5.8%
3.6%
-46.3%
46.1%
------

Started Rate
20.3%
13.8%
23.6%
-6.3%
39.9%
7.4%
11.0%
46.3%
-23.3%
17.2%
--4.7%
5.2%
---4.6%
16.1%

Expandable Metrics

50% Played Rate


----64.4%
49.9%
50.4%
50.6%
35.6%
-72.3%
72.2%
------

Fully Played
Rate
----50.9%
35.4%
35.6%
36.8%
20.3%
-59.4%
59.3%
------

Impressions with
Any Panel
Expansion Rate
----7.8%
8.1%
6.2%
12.6%
10.9%
---------

Total Expansion
Rate
----23.1%
21.5%
18.1%
16.3%
17.4%
---------

Avg. Expansion
Duration (Seconds)
----63.1
62.8
61.7
80.6
63.4
---------

50% Played Rate


82.1%
58.5%
53.9%
-36.1%
61.3%
49.7%
51.9%
61.2%
-58.2%
68.9%
--52.1%
51.9%
---53.2%
64.7%

Fully Played
Rate
69.5%
46.4%
41.2%
-25.0%
38.7%
35.5%
37.3%
45.0%
-42.1%
57.2%
--24.7%
34.7%
---36.0%
51.3%

Impressions with
any Panel
Expansion Rate
7.0%
7.3%
9.0%
7.6%
10.3%
4.5%
7.2%
5.5%
5.7%
-10.0%
9.3%
15.0%
3.9%
6.6%
7.4%
10.1%
-7.1%
9.6%
7.8%

Total Expansion
Rate
29.2%
24.5%
14.2%
70.3%
26.4%
6.9%
22.9%
29.9%
34.7%
-16.1%
20.9%
18.0%
6.0%
16.4%
15.5%
15.1%
-27.2%
25.1%
23.9%

Avg. Expansion
Duration (Seconds)
148.4
106.5
95.9
68.0
104.8
66.9
127.1
106.8
144.7
-51.9
99.3
81.8
45.0
73.9
136.6
85.6
-189.4
149.5
64.9

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
6.0%
5.7%
7.7%
1.3%
10.7%
3.9%
7.4%
5.0%
1.1%
1.4%
9.2%
6.9%
13.7%
3.9%
6.7%
7.5%
9.9%
-7.4%
9.3%
5.4%

IR
----8.0%
11.4%
8.8%
17.7%
15.5%
1.4%
0.2%
0.2%
0.1%
0.1%
----

Avg. Video
Duration (Seconds)
----31.6
21.4
21.4
---34.3
33.6
35.6
33.8
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----66.6
73.5
65.8
80.3
90.2
6.0
34.0
31.9
33.5
48.3
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----5.8%
8.3%
6.4%
12.7%
10.9%
1.2%
0.1%
0.1%
0.1%
0.1%
----

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


55

Viewability - A new lens for engagement

Benchmarks for South Africa - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
10.7%
1.8%
2.2%
19.7%
4.6%
0.1%
17.2%
1.4%
4.4%
-3.5%
7.7%
6.2%
3.8%
8.4%
4.2%
0.3%
1.9%
6.7%
11.9%

Dwell Rate
----5.9%
6.9%
3.8%
10.2%
44.3%
3.5%
3.1%
2.8%
3.1%
--

Dwell Rate
13.4%
4.1%
5.2%
12.1%
7.3%
2.4%
5.9%
3.9%
6.0%
-7.0%
12.3%
7.4%
6.5%
10.1%
7.3%
5.0%
3.3%
8.1%
10.7%

CTR
0.18%
0.16%
0.18%
0.15%
0.21%
0.21%
0.14%
0.28%
2.88%
0.20%
0.19%
0.12%
0.11%
0.67%

Basic Metrics

User Average Dwell Time


(Seconds)
59.5
39.1
55.4
43.2
48.2
38.4
63.1
45.7
45.6
-94.8
43.5
80.2
38.5
77.2
63.1
32.9
83.3
79.4
107.8

CTR (Rich
Media)
0.56%
0.20%
0.31%
0.26%
0.47%
0.08%
0.24%
0.15%
0.15%
-0.17%
0.45%
0.08%
0.20%
0.55%
0.23%
0.12%
0.33%
0.16%
0.35%

CTR (Standard
Media)
0.29%
0.18%
0.17%
0.11%
0.18%
0.14%
0.24%
0.14%
0.14%
0.16%
0.10%
0.17%
0.15%
0.15%
0.32%
0.20%
0.18%
0.19%
0.19%
0.14%

Avg. Video
Duration
(Seconds)
54.5
-------36.9
--------201.8
---

Started Rate
----58.7%
51.4%
---60.6%
63.9%
----

50% Played Rate


----87.1%
77.0%
---89.3%
90.6%
----

Avg. Video
Duration (Seconds)
----67.4
20.3
16.0
21.2
-143.5
130.5
13.0
---

50% Played Rate


85.2%
-------78.9%
--------91.3%
---

Fully Played
Rate
78.9%
-------64.7%
--------83.1%
---

Avg. Video
Duration
(Seconds)
163.7
15.6
--16.9
-7.1
30.5
14.2
--23.7
-19.4
-21.6
-230.4
41.4
17.6

Auto Initiated Video Metrics


Started Rate
57.6%
-------54.2%
--------62.7%
---

User Initiated Video Metrics


Fully Played
Rate
----76.9%
61.8%
---80.3%
81.2%
----

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----20.7%
16.6%
24.0%
27.6%
-29.8%
29.1%
43.3%
---

50% Played Rate


----81.9%
78.7%
77.8%
82.3%
-87.3%
87.0%
85.4%
---

Impressions with
Any Panel
Expansion Rate
----4.2%
4.4%
2.2%
8.9%
-------

Total Expansion
Rate
----9.3%
9.3%
8.5%
12.2%
-------

Avg. Expansion
Duration (Seconds)
----84.6
84.9
182.7
94.0
-------

50% Played Rate


85.5%
83.2%
--72.0%
-72.0%
60.7%
81.7%
--60.6%
-39.0%
-53.0%
-93.7%
76.2%
85.9%

Fully Played
Rate
72.0%
72.3%
--60.4%
-64.2%
51.2%
65.2%
--34.6%
-26.5%
-35.1%
-86.8%
60.6%
71.6%

Impressions with
any Panel
Expansion Rate
14.7%
2.2%
2.5%
15.6%
3.3%
-13.5%
3.4%
3.8%
-3.7%
7.2%
4.7%
3.1%
11.7%
4.6%
--6.5%
8.7%

Total Expansion
Rate
20.4%
3.0%
33.8%
19.4%
15.5%
-22.1%
43.4%
8.5%
-6.3%
10.8%
6.4%
5.6%
22.4%
11.5%
--9.2%
11.5%

Avg. Expansion
Duration (Seconds)
60.0
82.6
153.3
12.4
167.1
-124.2
252.8
130.5
-69.7
86.7
94.9
146.8
52.8
55.9
--92.5
127.4

User Initiated Video Metrics


Started Rate
39.1%
11.2%
--13.2%
-15.4%
17.1%
11.6%
--19.6%
-2.3%
-8.8%
-68.6%
33.6%
64.5%

Expandable Metrics

Fully Played
Rate
----68.8%
64.6%
66.9%
66.3%
-77.3%
77.0%
59.5%
---

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
7.5%
1.4%
1.6%
15.6%
2.9%
0.1%
11.4%
0.9%
3.2%
-3.7%
5.6%
4.4%
3.0%
5.9%
3.4%
0.1%
1.3%
5.1%
8.8%

IR
----4.1%
6.1%
3.1%
11.7%
2.9%
0.7%
0.3%
0.3%
0.2%
--

Avg. Video
Duration (Seconds)
----88.5
41.6
---99.0
119.0
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
Floating Ad
Polite Banner
300x250
728x90
160x600
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----53.1
64.4
64.2
72.6
3.9
28.8
32.2
26.8
25.6
--

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----3.0%
4.5%
2.3%
8.9%
2.9%
0.5%
0.2%
0.3%
0.1%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


56

Viewability - A new lens for engagement

Benchmarks for Spain - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
4.1%
4.9%
7.1%
1.0%
3.8%
6.2%
7.8%
6.3%
4.4%
6.0%
5.7%
7.4%
3.2%
20.5%
5.5%
12.8%
8.1%
4.6%
12.8%
9.6%
34.0%

Dwell Rate
----6.9%
55.9%
10.3%
8.6%
11.9%
9.7%
50.6%
3.6%
2.9%
2.5%
2.7%
----

Dwell Rate
4.9%
5.9%
6.5%
4.6%
5.5%
7.5%
8.3%
7.2%
7.8%
6.4%
6.3%
8.1%
4.7%
10.0%
8.1%
8.5%
7.8%
5.3%
10.7%
11.2%
8.8%

CTR
0.09%
0.10%
0.09%
0.10%
0.22%
-0.32%
0.28%
0.25%
0.29%
3.86%
0.12%
0.10%
0.10%
0.14%
2.56%
2.56%
2.70%

Basic Metrics

User Average Dwell Time


(Seconds)
71.2
58.4
71.9
82.6
65.4
70.4
76.4
62.6
61.6
67.8
75.3
72.8
59.7
56.5
84.1
89.3
65.8
140.5
94.9
66.7
72.4

CTR (Rich
Media)
0.19%
0.18%
0.10%
0.13%
0.16%
0.30%
0.25%
0.31%
0.25%
0.22%
0.20%
0.40%
0.12%
0.15%
0.29%
0.23%
0.24%
0.15%
0.38%
0.39%
0.23%

CTR (Standard
Media)
0.12%
0.06%
0.07%
-0.10%
-0.12%
0.11%
0.04%
0.09%
0.09%
0.08%
0.08%
-0.14%
0.10%
0.41%
0.12%
0.08%
0.11%
0.09%

Avg. Video
Duration
(Seconds)
64.9
139.8
--70.0
245.2
-111.4
138.1
157.3
139.3
138.9
---139.4
34.8
-18.8
72.5
--

Started Rate
----63.6%
-68.0%
69.0%
64.5%
--61.0%
60.9%
--93.5%
93.5%
--

50% Played Rate


----77.8%
-80.5%
80.8%
77.9%
--75.9%
74.2%
--79.9%
79.9%
--

Avg. Video
Duration (Seconds)
----107.7
-121.7
113.7
88.8
72.4
9.5
99.2
87.5
117.1
-----

50% Played Rate


58.6%
75.9%
--73.6%
83.0%
-76.6%
79.4%
74.6%
75.2%
72.3%
---83.7%
64.1%
-74.8%
85.1%
--

Fully Played
Rate
43.3%
64.1%
--62.9%
74.9%
-65.3%
69.6%
64.1%
65.3%
60.0%
---74.7%
51.1%
-64.8%
61.0%
--

Avg. Video
Duration
(Seconds)
100.6
100.4
--67.3
102.5
167.9
81.1
137.2
118.4
142.5
131.7
104.0
271.5
218.5
172.2
100.4
-148.5
110.5
140.7

Auto Initiated Video Metrics


Started Rate
49.0%
65.0%
--54.6%
59.3%
-63.4%
63.1%
62.2%
56.9%
56.6%
---69.7%
59.5%
-53.3%
66.6%
--

User Initiated Video Metrics


Fully Played
Rate
----67.0%
-70.2%
71.1%
67.7%
--64.8%
63.4%
--57.0%
57.0%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----32.6%
-16.6%
19.7%
13.1%
10.5%
75.7%
50.9%
52.4%
49.7%
-----

Started Rate
39.1%
32.2%
--36.5%
35.4%
26.1%
31.1%
28.7%
21.8%
50.9%
17.6%
40.2%
20.9%
24.4%
43.5%
28.8%
-6.9%
29.5%
43.9%

Expandable Metrics

50% Played Rate


----75.7%
-73.0%
75.8%
62.3%
47.7%
74.3%
76.8%
75.2%
72.9%
-----

Fully Played
Rate
----64.5%
-62.5%
65.4%
49.4%
38.2%
44.9%
65.3%
63.3%
62.1%
-----

Impressions with
Any Panel
Expansion Rate
----7.0%
-7.3%
6.5%
11.0%
12.9%
---------

Total Expansion
Rate
----29.0%
-29.2%
32.5%
23.1%
20.2%
---------

Avg. Expansion
Duration (Seconds)
----167.8
-168.7
227.6
107.5
24.5
---------

50% Played Rate


79.1%
76.8%
--73.0%
70.9%
73.6%
80.2%
82.3%
75.9%
79.4%
62.3%
64.2%
71.2%
79.0%
77.1%
74.9%
-52.7%
77.9%
60.3%

Fully Played
Rate
68.1%
65.5%
--60.9%
58.6%
62.4%
70.2%
71.0%
65.0%
71.8%
51.0%
52.3%
60.2%
70.0%
66.7%
62.5%
-37.0%
65.3%
47.5%

Impressions with
any Panel
Expansion Rate
3.2%
6.7%
14.5%
-6.7%
7.3%
5.7%
6.6%
5.0%
6.3%
5.9%
6.3%
10.5%
9.9%
5.8%
8.0%
9.5%
-9.8%
7.5%
11.8%

Total Expansion
Rate
39.1%
23.1%
17.8%
-29.5%
35.4%
37.6%
22.6%
16.3%
27.7%
23.2%
51.2%
13.0%
13.1%
21.9%
17.0%
38.5%
-89.5%
45.0%
19.7%

Avg. Expansion
Duration (Seconds)
293.2
195.0
86.8
-233.5
226.5
209.8
118.4
47.6
144.6
222.5
280.7
57.1
50.5
55.0
196.1
247.5
-198.0
208.2
48.4

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
1.1%
3.3%
5.8%
0.8%
2.5%
4.6%
4.2%
3.8%
3.2%
3.8%
3.7%
5.2%
2.3%
8.0%
3.7%
6.8%
5.9%
1.7%
8.8%
6.9%
10.6%

IR
----6.6%
4.1%
11.3%
10.7%
14.3%
21.7%
6.8%
2.0%
2.3%
1.0%
0.2%
----

Avg. Video
Duration (Seconds)
----131.0
-147.0
124.5
152.9
--120.6
116.6
------

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Commercial Break
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----66.2
3.4
71.3
72.0
70.6
121.8
4.2
55.3
50.8
37.4
40.9
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----4.0%
4.3%
7.6%
6.8%
11.1%
13.0%
6.6%
0.6%
0.7%
0.4%
0.1%
----

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


57

Viewability - A new lens for engagement

Benchmarks for Sweden - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
4.9%
1.7%
4.8%
1.5%
2.9%
9.5%
1.6%
2.3%
4.9%
-2.2%
14.2%
0.2%
5.3%
10.2%
--

Dwell Rate
----6.7%
9.0%
5.9%
9.9%
5.8%
41.5%
4.8%
2.4%
2.8%
2.2%
--

Dwell Rate
7.5%
5.7%
6.3%
4.6%
5.9%
6.0%
5.9%
5.4%
5.4%
-10.3%
12.0%
12.4%
2.9%
16.5%
--

CTR
0.11%
0.11%
0.11%
0.10%
0.28%
0.39%
0.42%
0.41%
0.37%
2.83%
0.19%
0.17%
0.11%
0.16%
1.02%

Basic Metrics

User Average Dwell Time


(Seconds)
47.6
39.5
40.7
42.5
41.5
45.9
40.9
64.8
56.0
-36.1
58.3
53.8
51.5
73.7
--

CTR (Rich
Media)
0.35%
0.13%
0.20%
0.14%
0.33%
0.11%
0.09%
0.26%
0.13%
-0.31%
0.62%
0.11%
0.14%
0.47%
--

CTR (Standard
Media)
0.17%
0.11%
0.06%
0.10%
0.09%
0.06%
0.08%
---0.05%
0.13%
0.09%
-0.16%
0.06%

Avg. Video
Duration
(Seconds)
11.2
---18.6
27.3
-----------

Started Rate
----62.2%
-----61.2%
62.2%
79.1%
---

50% Played Rate


----71.0%
-----70.7%
67.4%
74.2%
---

Avg. Video
Duration (Seconds)
----38.9
43.7
11.8
11.4
10.8
-39.7
29.5
----

50% Played Rate


52.8%
---82.7%
71.8%
-----------

Fully Played
Rate
42.2%
---75.1%
56.1%
-----------

Avg. Video
Duration
(Seconds)
26.5
-19.1
-17.7
-116.7
----------

Auto Initiated Video Metrics


Started Rate
52.2%
---57.5%
68.3%
-----------

User Initiated Video Metrics


Fully Played
Rate
----59.7%
-----60.1%
57.1%
56.5%
---

Started Rate
----10.8%
5.0%
1.2%
2.9%
1.5%
-14.7%
14.6%
----

50% Played Rate


----70.1%
71.5%
58.2%
51.3%
39.4%
-69.9%
63.6%
----

Impressions with
Any Panel
Expansion Rate
----6.5%
6.3%
2.1%
6.7%
9.4%
-------

Total Expansion
Rate
----24.8%
23.7%
39.7%
15.6%
13.8%
-------

Avg. Expansion
Duration (Seconds)
----176.9
180.7
245.4
61.1
15.3
-------

50% Played Rate


71.2%
-83.6%
-55.9%
-77.4%
----------

Fully Played
Rate
60.7%
-74.5%
-48.0%
-68.2%
----------

Impressions with
any Panel
Expansion Rate
6.8%
0.8%
5.9%
7.7%
8.8%
-5.8%
-7.8%
-1.7%
9.4%
-3.9%
14.8%
--

Total Expansion
Rate
28.3%
0.8%
6.7%
47.2%
17.1%
-26.4%
-18.2%
-1.9%
31.1%
-5.1%
34.7%
--

Avg. Expansion
Duration (Seconds)
203.4
26.4
34.5
252.8
60.6
-164.1
-58.4
-37.4
71.9
-16.5
85.8
--

User Initiated Video Metrics


Started Rate
6.2%
-35.4%
-20.8%
-26.5%
----------

Expandable Metrics

Fully Played
Rate
----60.1%
61.6%
47.7%
36.6%
27.5%
-60.1%
51.0%
----

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
Consumer Packaged Goods
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
News/Media
Restaurant
Retail
Services
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
3.5%
1.3%
3.4%
1.0%
2.3%
3.1%
1.2%
2.8%
4.6%
-1.7%
9.4%
0.1%
3.9%
6.7%
--

IR
----4.0%
7.8%
3.0%
8.9%
13.7%
3.5%
1.2%
0.4%
0.9%
0.2%
--

Avg. Video
Duration (Seconds)
----28.7
-----12.5
11.5
9.5
---

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----46.3
59.8
56.5
50.5
71.2
3.2
35.5
30.3
38.8
36.7
--

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----2.8%
6.2%
2.4%
6.9%
9.4%
3.0%
0.5%
0.2%
0.8%
0.1%
--

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


58

Viewability - A new lens for engagement

Benchmarks for Switzerland - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
1.2%
5.0%
--6.4%
-2.0%
8.0%
20.6%
19.6%
-7.1%
2.4%
-2.5%
2.6%
1.2%
12.8%
5.8%
1.1%

Dwell Rate
----6.8%
7.6%
7.8%
4.0%
6.1%
42.2%
5.8%
3.4%
2.3%
2.5%
----

Dwell Rate
4.7%
8.9%
--8.0%
-4.8%
9.2%
5.1%
6.9%
-5.0%
15.4%
-4.9%
6.4%
4.6%
9.7%
7.3%
9.6%

CTR
0.14%
0.12%
0.09%
0.11%
0.26%
0.35%
0.33%
0.21%
0.28%
2.31%
0.19%
0.13%
0.08%
0.13%
2.09%
2.09%
2.60%

Basic Metrics

User Average Dwell Time


(Seconds)
43.0
46.3
--49.2
-61.4
48.2
54.5
59.6
-49.2
61.6
-29.8
28.3
109.8
57.4
31.3
33.2

CTR (Rich
Media)
0.23%
0.45%
--0.23%
-0.20%
0.29%
0.13%
0.45%
-0.19%
1.33%
-0.18%
0.24%
0.27%
0.34%
0.28%
0.23%

CTR (Standard
Media)
0.35%
0.12%
0.06%
0.13%
0.14%
0.08%
0.18%
0.11%
0.15%
0.08%
0.15%
0.10%
0.13%
0.08%
0.12%
0.14%
0.14%
0.10%
0.14%
0.15%

Avg. Video
Duration
(Seconds)
51.5
17.3
--47.7
---106.7
--19.2
---53.0
118.1
-146.2
--

Started Rate
----58.4%
48.3%
27.7%
---60.4%
47.4%
66.5%
63.0%
96.0%
96.0%
--

50% Played Rate


----69.3%
71.5%
90.0%
---69.8%
66.4%
65.1%
74.1%
85.6%
85.6%
--

Avg. Video
Duration (Seconds)
----55.9
57.7
52.2
-22.3
-53.0
57.6
21.4
86.4
----

50% Played Rate


73.3%
77.9%
--69.1%
---56.5%
--55.8%
---66.3%
61.9%
-84.0%
--

Fully Played
Rate
61.1%
71.5%
--55.5%
---42.5%
--42.4%
---52.2%
46.5%
-76.7%
--

Avg. Video
Duration
(Seconds)
23.7
45.7
--125.0
-94.9
20.8
55.7
--32.9
--14.4
59.2
160.3
-65.3
28.9

Auto Initiated Video Metrics


Started Rate
67.3%
62.5%
--26.4%
---58.7%
--89.2%
---63.2%
68.2%
-60.2%
--

User Initiated Video Metrics


Fully Played
Rate
----57.1%
59.9%
83.9%
---56.4%
52.9%
50.2%
60.6%
70.4%
70.4%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----41.1%
20.3%
13.1%
-45.9%
-56.9%
57.8%
56.1%
60.6%
----

Started Rate
56.3%
22.8%
--25.7%
-53.2%
50.8%
44.4%
--36.1%
--6.0%
43.4%
59.9%
-22.2%
68.6%

Expandable Metrics

50% Played Rate


----72.9%
72.4%
60.5%
-88.3%
-72.8%
72.8%
74.5%
63.2%
----

Fully Played
Rate
----59.0%
60.2%
40.1%
-84.5%
-58.3%
58.5%
60.5%
47.5%
----

Impressions with
Any Panel
Expansion Rate
----5.4%
5.4%
5.6%
1.7%
9.0%
---------

Total Expansion
Rate
----39.0%
39.4%
42.1%
33.5%
15.6%
---------

Avg. Expansion
Duration (Seconds)
----154.9
163.2
165.3
244.5
131.3
---------

50% Played Rate


84.9%
69.8%
--73.4%
-70.9%
76.2%
71.5%
--66.2%
--35.1%
71.3%
67.2%
-71.5%
76.0%

Fully Played
Rate
68.4%
56.9%
--60.3%
-60.5%
62.8%
55.9%
--51.9%
--22.0%
57.0%
53.6%
-61.0%
61.6%

Impressions with
any Panel
Expansion Rate
15.5%
2.7%
--9.5%
-2.7%
10.4%
9.9%
10.2%
-5.7%
--11.4%
3.7%
6.9%
9.4%
5.5%
7.1%

Total Expansion
Rate
23.8%
61.8%
--32.6%
-50.5%
47.1%
22.7%
43.2%
-50.4%
--24.9%
27.4%
8.7%
23.7%
16.7%
45.9%

Avg. Expansion
Duration (Seconds)
22.9
187.6
--70.3
-313.8
108.6
96.2
133.3
-118.0
--167.4
230.2
43.9
89.4
104.2
280.7

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
0.7%
2.5%
--4.7%
-1.5%
5.6%
5.6%
8.6%
-3.7%
1.4%
-1.8%
1.3%
0.8%
8.7%
2.2%
0.8%

IR
----5.3%
7.4%
9.2%
2.3%
13.1%
2.3%
2.8%
3.9%
4.8%
5.0%
----

Avg. Video
Duration (Seconds)
----75.2
87.7
127.2
---66.3
67.6
106.2
66.5
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----40.1
52.1
45.3
55.0
76.8
3.5
29.9
39.0
52.5
37.0
----

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----2.6%
4.8%
5.9%
1.6%
8.9%
2.3%
0.8%
1.1%
1.2%
1.0%
----

Expandable Metrics

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


59

Viewability - A new lens for engagement

Benchmarks for Thailand - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
6.9%
7.1%
12.1%
-7.5%
0.3%
3.9%
2.0%
2.8%
10.6%
7.3%
---2.7%
6.6%
5.3%
1.3%

Dwell Rate
----9.4%
12.3%
11.9%
20.1%
10.7%
27.0%
11.8%
5.3%
4.2%
3.0%
2.2%
---

Dwell Rate
6.6%
12.7%
21.1%
-11.8%
6.8%
9.3%
4.8%
8.3%
14.3%
9.7%
---10.7%
13.5%
8.6%
4.6%

CTR
0.11%
0.09%
0.08%
0.07%
0.39%
0.38%
0.43%
0.45%
0.38%
2.94%
0.65%
0.27%
0.16%
0.10%
0.07%
4.56%
4.56%

Basic Metrics

User Average Dwell Time


(Seconds)
45.2
67.7
84.8
-70.2
25.5
55.3
37.3
49.4
76.9
56.1
---61.9
54.7
51.2
46.5

CTR (Rich
Media)
0.36%
0.42%
1.48%
-0.53%
0.27%
0.44%
0.23%
0.32%
0.41%
0.36%
---0.41%
0.47%
0.52%
0.14%

CTR (Standard
Media)
0.10%
0.11%
-0.07%
0.11%
0.10%
0.16%
-0.12%
-0.10%
0.10%
0.09%
-0.10%
0.10%
0.09%
0.11%

Avg. Video
Duration
(Seconds)
----27.8
-153.3
---23.2
--------

Started Rate
----57.7%
------57.6%
58.0%
--100.0%
100.0%

50% Played Rate


----74.5%
------74.7%
74.3%
--80.1%
80.1%

Avg. Video
Duration (Seconds)
----73.7
38.8
33.4
52.9
4.6
-28.3
80.5
71.3
24.4
----

50% Played Rate


----76.7%
-53.2%
---78.0%
--------

Fully Played
Rate
----68.6%
-40.9%
---67.9%
--------

Avg. Video
Duration
(Seconds)
20.4
118.8
--90.8
-83.7
74.0
251.8
-44.5
--------

Auto Initiated Video Metrics


Started Rate
----55.8%
-51.1%
---55.6%
--------

User Initiated Video Metrics


Fully Played
Rate
----64.7%
------64.9%
63.3%
--68.7%
68.7%

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----25.4%
8.5%
12.1%
12.0%
6.0%
-6.0%
39.9%
37.5%
64.9%
----

50% Played Rate


----76.1%
52.7%
52.3%
56.7%
7.3%
-30.6%
83.3%
82.9%
90.2%
----

Impressions with
Any Panel
Expansion Rate
----7.9%
10.5%
8.6%
19.7%
17.7%
---------

Total Expansion
Rate
----36.8%
23.3%
27.6%
24.7%
30.9%
---------

Avg. Expansion
Duration (Seconds)
----113.8
105.2
105.2
94.0
22.3
---------

50% Played Rate


88.9%
55.8%
--75.9%
-71.4%
34.0%
84.1%
-71.1%
--------

Fully Played
Rate
79.1%
42.0%
--62.1%
-58.0%
23.8%
75.0%
-57.2%
--------

Impressions with
any Panel
Expansion Rate
16.6%
5.2%
--7.0%
-10.2%
16.6%
8.8%
15.3%
8.2%
---4.7%
4.3%
8.4%
22.5%

Total Expansion
Rate
33.9%
37.1%
--37.0%
-43.1%
30.1%
27.9%
57.2%
34.1%
---21.9%
36.5%
45.4%
30.7%

Avg. Expansion
Duration (Seconds)
123.6
162.9
--154.9
-196.1
93.1
184.0
232.4
177.1
---138.5
80.2
110.5
98.2

User Initiated Video Metrics


Started Rate
46.7%
10.5%
--30.4%
-33.5%
8.3%
47.8%
-19.9%
--------

Expandable Metrics

Fully Played
Rate
----63.7%
40.1%
40.3%
42.9%
5.4%
-23.1%
71.4%
70.6%
79.2%
----

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Government/Utilities
Health/Beauty
Medical
Restaurant
Retail
Services
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
4.4%
4.6%
7.8%
-5.2%
0.2%
2.6%
1.4%
1.8%
8.1%
4.6%
---2.1%
4.5%
3.7%
1.0%

IR
----5.6%
16.1%
14.2%
24.5%
31.3%
3.6%
15.9%
0.5%
0.4%
0.1%
0.1%
---

Avg. Video
Duration (Seconds)
----47.3
------36.7
29.8
-----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Floating Ad with Reminder
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----58.5
78.2
67.3
94.4
72.6
17.4
116.1
43.3
43.0
39.7
46.6
---

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----3.7%
10.5%
8.7%
19.5%
17.7%
2.9%
10.4%
0.3%
0.2%
0.1%
0.0%
---

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


60

Viewability - A new lens for engagement

Benchmarks for Taiwan - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

Imp. with
Interactions Rate
-8.7%
10.9%
10.6%
12.7%
8.7%
4.0%
7.9%
3.5%
3.4%
2.9%

IR
-36.8%
43.6%
28.8%
41.5%
28.9%
15.0%
29.4%
9.3%
5.1%
3.1%

Dwell Rate
---7.8%
8.6%
12.2%
9.0%
7.9%
1.3%
4.1%

Dwell Rate
-8.6%
9.6%
10.0%
10.1%
8.4%
3.5%
7.6%
10.2%
9.7%
11.1%

CTR
0.15%
0.13%
0.11%
0.38%
0.43%
0.29%
0.46%
0.45%
0.05%
0.08%

Basic Metrics

User Average Dwell Time


(Seconds)
-98.8
74.9
64.2
84.5
79.1
85.3
83.3
55.4
76.8
22.8

CTR (Rich
Media)
-0.43%
0.43%
0.35%
0.56%
0.37%
0.19%
0.40%
0.41%
0.38%
0.32%

CTR (Standard
Media)
--0.19%
--0.13%
0.03%
0.14%
0.13%
0.25%
--

Avg. Video
Duration
(Seconds)
------------

Started Rate
---65.3%
----66.5%
--

50% Played Rate


---56.3%
----58.0%
--

Auto Initiated Video Metrics


Started Rate
------------

50% Played Rate


------------

User Initiated Video Metrics


Fully Played
Rate
---44.9%
----47.1%
--

Avg. Video
Duration (Seconds)
---111.2
114.9
104.6
18.0
75.3
92.2
--

Fully Played
Rate
------------

Avg. Video
Duration
(Seconds)
-213.6
--46.4
--60.0
40.0
---

Started Rate
---9.9%
8.7%
19.1%
21.7%
5.0%
70.8%
--

50% Played Rate


---47.2%
44.5%
59.6%
54.4%
27.0%
64.9%
--

User Initiated Video Metrics


Started Rate
-10.2%
--7.0%
--8.5%
15.0%
---

50% Played Rate


-54.6%
--36.8%
--44.6%
35.7%
---

Expandable Metrics

Fully Played
Rate
---37.8%
35.9%
48.7%
42.4%
21.5%
50.3%
--

Impressions with
Any Panel
Expansion Rate
---7.9%
8.1%
4.8%
4.1%
10.4%
---

Total Expansion
Rate
---26.5%
26.1%
35.9%
38.1%
20.4%
---

Avg. Expansion
Duration (Seconds)
---24.1
24.1
66.2
173.4
11.4
---

Fully Played
Rate
-46.2%
--28.5%
--35.4%
13.8%
---

Impressions with
any Panel
Expansion Rate
-7.8%
7.0%
9.7%
12.3%
8.3%
10.2%
7.9%
2.0%
2.2%
0.1%

Total Expansion
Rate
-27.7%
28.0%
34.3%
27.2%
24.6%
24.5%
23.6%
43.4%
46.2%
42.2%

Avg. Expansion
Duration (Seconds)
-193.0
23.3
20.5
70.1
99.0
67.6
119.4
111.2
217.8
23.4

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Apparel
Auto
Consumer Packaged Goods
Electronics
Entertainment
Financial
Gaming
Health/Beauty
Retail
Tech/Internet
Telecom

IR
---28.8%
32.1%
15.8%
6.2%
43.4%
10.0%
41.1%

Avg. Video
Duration (Seconds)
---124.5
----148.1
--

160X600

Standard Banner
300x250
728x90
Rich Media
Expandable Banner
300x250
728x90
234x60
Polite Banner
300x250

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
---82.3
84.6
53.5
67.7
94.4
88.0
118.1

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
---7.9%
8.8%
8.1%
4.8%
10.7%
2.3%
9.4%

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


61

Viewability - A new lens for engagement

Benchmarks for Turkey - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
1.4%
5.6%
--2.5%
2.6%
2.8%
10.2%
2.8%
--1.5%
--6.0%
2.2%
-4.1%
5.1%
0.9%

Dwell Rate
----5.7%
7.3%
7.3%
6.8%
40.4%
-2.7%
2.7%
1.8%
1.5%
---

Dwell Rate
6.5%
7.5%
--4.7%
5.0%
4.0%
13.4%
4.9%
--3.1%
--6.8%
9.6%
-6.4%
6.4%
3.4%

CTR
0.09%
0.08%
0.05%
0.10%
0.33%
0.46%
0.50%
0.28%
1.02%
6.44%
0.11%
0.10%
0.06%
0.05%
7.74%
7.74%

Basic Metrics

User Average Dwell Time


(Seconds)
27.9
32.5
--45.6
37.6
35.0
34.5
38.1
--47.1
--39.0
35.5
-39.6
33.0
26.8

CTR (Rich
Media)
0.47%
0.41%
--0.33%
0.23%
0.17%
0.52%
0.22%
--0.13%
--1.08%
2.04%
-0.24%
0.44%
0.15%

CTR (Standard
Media)
0.09%
0.11%
0.03%
0.07%
0.07%
0.05%
0.12%
0.13%
0.06%
0.17%
0.05%
0.08%
0.05%
0.09%
0.04%
0.04%
0.83%
0.10%
0.08%
0.04%

Avg. Video
Duration
(Seconds)
-----131.9
--91.4
-----112.5
------

Started Rate
----58.2%
47.9%
44.5%
---59.3%
59.3%
--96.6%
96.6%

50% Played Rate


----68.4%
67.9%
79.7%
---65.9%
65.9%
--54.9%
54.9%

Avg. Video
Duration (Seconds)
----91.4
109.2
99.2
51.1
--83.0
83.6
-----

50% Played Rate


-----76.1%
--68.5%
-----71.5%
------

Fully Played
Rate
-----62.7%
--57.6%
-----61.0%
------

Avg. Video
Duration
(Seconds)
14.9
116.4
--176.8
19.2
15.6
28.8
75.9
--43.2
--61.9
--23.9
38.3
13.8

Auto Initiated Video Metrics


Started Rate
-----55.9%
--65.7%
-----73.3%
------

User Initiated Video Metrics


Fully Played
Rate
----57.7%
59.5%
71.8%
---53.9%
53.9%
--32.8%
32.8%

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

Started Rate
----21.3%
8.1%
7.1%
1.3%
--56.4%
61.5%
-----

50% Played Rate


----70.4%
68.2%
68.1%
46.8%
--71.3%
71.9%
-----

Impressions with
Any Panel
Expansion Rate
----2.7%
2.7%
2.0%
4.9%
---------

Total Expansion
Rate
----15.9%
16.1%
14.6%
7.8%
---------

Avg. Expansion
Duration (Seconds)
----64.2
64.2
73.6
25.0
---------

50% Played Rate


61.2%
76.3%
--74.0%
73.8%
34.4%
49.5%
53.2%
--25.6%
--59.6%
--62.8%
54.5%
88.3%

Fully Played
Rate
48.2%
66.8%
--62.5%
44.7%
19.1%
26.6%
41.9%
--17.2%
--47.8%
--45.3%
44.6%
80.2%

Impressions with
any Panel
Expansion Rate
0.5%
3.9%
--2.1%
-2.5%
7.2%
1.9%
--1.6%
--2.5%
0.2%
-2.9%
2.6%
1.1%

Total Expansion
Rate
17.7%
23.0%
--16.7%
-5.3%
24.0%
17.3%
--8.4%
--6.8%
16.8%
-13.1%
19.4%
6.0%

Avg. Expansion
Duration (Seconds)
39.7
103.4
--59.4
-45.1
53.7
89.3
--74.8
--22.7
18.3
-132.7
74.8
47.5

User Initiated Video Metrics


Started Rate
37.5%
48.4%
--23.7%
0.4%
3.6%
10.3%
10.4%
--1.1%
--6.0%
--0.7%
13.6%
21.2%

Expandable Metrics

Fully Played
Rate
----60.0%
57.1%
55.5%
32.7%
--61.1%
61.9%
-----

Expandable Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
0.9%
3.0%
--2.2%
1.7%
1.9%
7.7%
1.7%
--1.1%
--4.1%
2.0%
-3.4%
3.4%
0.6%

IR
----3.7%
5.2%
3.8%
5.5%
1.0%
11.7%
1.4%
1.6%
0.2%
0.1%
---

Avg. Video
Duration (Seconds)
----112.9
134.5
163.2
---98.7
98.7
-----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
Floating Ad
In-Stream Video
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----35.1
37.2
34.1
32.7
5.2
-31.0
32.5
24.1
41.8
---

120X600

Verticals

Formats

Basic Metrics
Imp. with
Interactions Rate
----2.4%
3.5%
2.8%
5.0%
0.7%
9.6%
0.7%
0.9%
0.1%
0.0%
---

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


62

Viewability - A new lens for engagement

Benchmarks for UK - 2012

Performance Metrics (By Format, Size and Vertical)

Consumer Packaged Goods


Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Data Source
--

IR
2.0%
5.2%
2.5%
4.6%
8.0%
1.6%
3.1%
5.1%
3.9%
0.9%
0.7%
2.1%
1.2%
18.7%
1.1%
3.4%
3.4%
29.4%
5.0%
1.6%
3.4%

Dwell Rate
----4.1%
7.3%
6.5%
8.6%
5.5%
43.9%
3.1%
3.1%
2.1%
1.7%
----

Dwell Rate
3.9%
4.9%
9.6%
5.4%
3.8%
2.5%
4.8%
4.9%
4.9%
3.3%
2.7%
4.4%
2.7%
5.5%
2.0%
5.0%
5.6%
9.3%
5.6%
1.7%
3.6%

CTR
0.08%
0.08%
0.07%
0.08%
0.28%
0.99%
0.32%
2.62%
0.15%
2.67%
0.10%
0.09%
0.08%
0.09%
2.11%
2.11%
0.96%

Basic Metrics

User Average Dwell Time


(Seconds)
39.9
54.7
21.5
44.1
47.0
60.6
64.3
49.8
45.6
33.7
64.8
38.8
58.6
54.6
49.5
50.8
38.2
93.3
56.9
49.2
63.7

CTR (Rich
Media)
0.21%
0.20%
0.29%
0.17%
0.57%
0.25%
0.15%
0.40%
0.17%
0.13%
0.08%
0.09%
0.05%
1.56%
0.11%
0.13%
0.43%
6.64%
0.33%
0.06%
0.65%

CTR (Standard
Media)
0.09%
0.08%
0.12%
0.09%
0.08%
0.09%
0.10%
0.09%
0.09%
0.06%
0.06%
0.08%
0.08%
0.10%
0.09%
0.09%
0.11%
0.05%
0.08%
0.06%
0.07%

Avg. Video
Duration
(Seconds)
15.8
53.9
25.2
-95.6
25.0
28.7
139.9
41.9
93.6
19.3
60.8
---134.8
--31.7
---

Started Rate
----61.2%
67.6%
61.9%
71.7%
-85.3%
54.6%
58.2%
46.9%
71.3%
95.6%
95.6%
--

50% Played Rate


----71.5%
69.6%
74.7%
65.0%
-43.1%
73.9%
73.1%
74.5%
79.2%
81.7%
81.7%
--

Avg. Video
Duration (Seconds)
----41.0
84.7
58.9
102.9
296.7
8.4
34.8
37.4
31.2
22.3
----

50% Played Rate


63.2%
74.5%
68.9%
-67.7%
86.6%
72.4%
72.1%
74.0%
80.1%
82.1%
81.8%
---65.1%
--74.7%
---

Fully Played
Rate
52.0%
63.1%
54.1%
-51.6%
78.5%
57.0%
54.6%
60.0%
59.3%
69.3%
72.4%
---53.7%
--62.0%
---

Avg. Video
Duration
(Seconds)
40.6
54.9
11.7
16.7
102.0
94.3
28.5
33.6
34.1
28.8
43.0
22.6
---28.3
25.1
-28.3
-24.9

Auto Initiated Video Metrics


Started Rate
57.2%
59.9%
58.8%
-54.5%
68.8%
44.7%
69.5%
57.2%
73.1%
49.7%
60.4%
---66.4%
--59.0%
---

User Initiated Video Metrics


Fully Played
Rate
----55.7%
55.4%
64.4%
48.3%
-20.5%
59.2%
59.2%
59.4%
58.3%
78.3%
78.3%
--

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----38.7%
16.2%
11.8%
29.8%
2.4%
71.9%
49.9%
47.8%
56.2%
58.2%
----

Started Rate
7.8%
36.6%
15.6%
4.6%
45.5%
0.8%
33.5%
49.6%
27.3%
39.5%
50.7%
19.5%
---17.4%
9.5%
-25.8%
-43.0%

Expandable Metrics

50% Played Rate


----73.0%
65.7%
64.6%
67.1%
62.1%
48.6%
74.5%
75.2%
73.6%
69.5%
----

Fully Played
Rate
----59.9%
50.8%
51.0%
51.7%
53.0%
26.5%
61.8%
62.6%
61.0%
55.7%
----

Impressions with
Any Panel
Expansion Rate
----4.6%
4.7%
3.4%
6.8%
8.7%
---------

Total Expansion
Rate
----23.1%
23.5%
25.2%
19.8%
14.9%
---------

Avg. Expansion
Duration (Seconds)
----167.8
168.9
292.3
140.7
17.0
---------

50% Played Rate


74.1%
72.1%
74.3%
42.2%
70.1%
55.4%
70.6%
75.4%
80.0%
69.4%
82.5%
73.0%
---56.2%
53.7%
-76.6%
-75.6%

Fully Played
Rate
62.9%
57.0%
60.5%
27.9%
56.8%
40.4%
55.6%
62.9%
68.1%
55.9%
69.0%
59.9%
---42.1%
40.5%
-64.2%
-59.4%

Impressions with
any Panel
Expansion Rate
2.2%
2.0%
3.8%
6.4%
5.7%
1.3%
5.9%
5.7%
6.2%
2.3%
2.8%
3.3%
1.9%
10.7%
-6.2%
2.9%
-6.7%
14.3%
5.2%

Total Expansion
Rate
37.9%
46.0%
14.3%
8.3%
6.8%
1.5%
35.8%
19.5%
27.8%
32.2%
85.5%
16.1%
3.0%
12.7%
-8.7%
3.8%
-10.2%
24.8%
7.5%

Avg. Expansion
Duration (Seconds)
394.4
264.8
151.3
64.9
53.5
91.6
266.7
71.7
148.0
216.0
418.6
318.4
102.8
57.8
-69.4
51.1
-65.2
20.4
58.6

User Initiated Video Metrics

300X600

Verticals

Apparel
Auto
B2B
Careers

Imp. with
Interactions Rate
0.9%
2.1%
1.9%
3.5%
2.3%
1.1%
2.1%
2.6%
2.8%
0.5%
0.5%
1.3%
0.6%
4.2%
0.7%
2.5%
2.2%
9.0%
3.5%
0.9%
1.4%

IR
----4.0%
10.1%
7.7%
15.6%
15.1%
3.2%
2.3%
3.3%
0.9%
0.2%
----

Avg. Video
Duration (Seconds)
----94.7
132.9
171.1
114.5
-9.9
37.2
44.1
26.9
34.0
----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----46.9
68.4
64.9
75.4
70.3
4.0
34.5
34.6
32.7
29.9
----

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
----1.8%
5.3%
4.2%
7.4%
8.7%
2.9%
0.8%
1.0%
0.5%
0.2%
----

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


63

Viewability - A new lens for engagement

Benchmarks for United States - 2012


Performance Metrics (By Format, Size and Vertical)

Data Source
*
--

IR
1.6%
1.3%
1.6%
6.9%
2.1%
2.1%
3.0%
3.9%
1.3%
0.9%
2.5%
4.4%
2.7%
0.3%
0.6%
4.8%
2.1%
0.8%
6.0%
7.2%
4.1%

Dwell Rate
----5.1%
5.8%
4.9%
7.1%
11.7%
28.7%
3.7%
3.4%
3.6%
2.5%
-----

Dwell Rate
4.1%
4.1%
4.9%
5.7%
5.5%
6.1%
5.3%
6.0%
4.3%
4.0%
5.9%
7.4%
4.8%
6.3%
5.1%
6.0%
5.3%
2.9%
4.1%
7.1%
5.7%

CTR
0.10%
0.13%
0.09%
0.09%
0.14%
0.16%
0.11%
0.12%
0.32%
1.03%
0.10%
0.10%
0.09%
0.08%
1.11%
0.84%
1.92%
0.88%

Basic Metrics

User Average Dwell Time


(Seconds)
33.8
21.2
42.1
42.3
28.2
26.8
43.9
51.7
28.8
35.3
29.6
36.4
39.0
16.2
19.7
32.5
28.3
31.5
40.9
49.0
32.8

Avg. Video
Duration (Seconds)
----22.3
18.9
19.2
17.3
-9.8
28.0
25.7
35.7
31.9
-----

CTR (Rich
Media)
0.12%
0.09%
0.16%
0.19%
0.12%
0.12%
0.15%
0.21%
0.09%
0.13%
0.13%
0.17%
0.09%
0.08%
0.11%
0.25%
0.11%
0.09%
0.12%
0.15%
0.12%

CTR (Standard
Media)
0.13%
0.07%
0.10%
0.22%
0.10%
0.09%
0.11%
0.15%
0.08%
0.09%
0.10%
0.10%
0.08%
0.09%
0.09%
0.09%
0.09%
0.10%
0.05%
0.11%
0.08%

MediaMind Research, 2012.


Video Player-Ad Interface Definitition (VPAID) is an IAB sanctioned format denoting interactive video ads.
Denotes inapplicable metric or insufficiant data.

Avg. Video
Duration
(Seconds)
17.7
14.6
42.8
17.4
15.0
-31.1
27.3
11.9
29.5
9.1
19.6
22.5
-30.4
12.7
33.7
-26.6
7.0
11.8

Started Rate
----56.1%
62.1%
60.9%
60.3%
-86.9%
57.7%
56.6%
62.3%
60.8%
91.2%
99.3%
44.1%
--

50% Played Rate


----70.6%
74.7%
71.4%
73.2%
-65.6%
68.1%
66.9%
69.4%
77.3%
81.0%
80.8%
80.9%
--

Avg. Video
Duration (Seconds)
----23.1
15.5
14.7
16.5
15.9
7.6
25.8
27.3
24.5
23.5
-----

50% Played Rate


73.9%
79.0%
74.1%
54.5%
72.9%
-79.3%
65.5%
43.4%
75.9%
16.5%
65.8%
61.7%
-37.0%
63.4%
66.7%
-79.5%
88.0%
81.2%

Fully Played
Rate
60.6%
67.2%
65.7%
42.5%
57.4%
-64.4%
50.6%
33.5%
64.1%
13.9%
54.6%
46.7%
-25.3%
50.6%
55.6%
-71.8%
81.4%
75.0%

Avg. Video
Duration
(Seconds)
14.6
12.6
21.7
18.2
15.3
11.7
26.5
20.2
13.1
28.7
14.0
16.5
15.8
13.1
12.9
23.8
18.4
17.2
16.0
16.2
22.1

Auto Initiated Video Metrics


Started Rate
62.9%
50.2%
51.8%
75.8%
53.6%
-60.7%
57.6%
54.9%
50.0%
53.3%
47.3%
60.8%
-37.6%
38.1%
47.0%
-70.3%
35.6%
61.4%

User Initiated Video Metrics


Fully Played
Rate
----58.4%
64.2%
60.5%
60.9%
-52.2%
54.1%
53.6%
53.3%
60.0%
73.8%
73.4%
76.9%
--

728X90

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

980X90

Started Rate
----29.6%
12.9%
13.3%
12.9%
0.7%
81.5%
49.4%
44.0%
63.5%
67.9%
-----

Started Rate
39.2%
15.6%
17.1%
0.6%
17.0%
18.7%
31.5%
31.1%
21.1%
58.2%
20.0%
8.5%
5.6%
18.2%
2.3%
9.4%
17.6%
14.1%
20.9%
52.6%
21.0%

Expandable Metrics

50% Played Rate


----70.7%
74.7%
75.6%
75.3%
38.2%
63.5%
70.6%
71.8%
69.0%
66.6%
-----

Fully Played
Rate
----57.6%
63.0%
63.7%
63.5%
22.1%
35.9%
57.1%
58.3%
55.4%
51.5%
-----

Impressions with
Any Panel
Expansion Rate
----3.3%
3.7%
2.9%
4.4%
14.5%
----------

Total Expansion
Rate
----11.3%
8.8%
6.7%
7.3%
21.7%
----------

Avg. Expansion
Duration (Seconds)
----146.5
144.8
100.9
64.6
12.7
----------

50% Played Rate


72.4%
78.7%
76.2%
44.2%
76.0%
51.0%
77.6%
67.5%
67.0%
70.7%
38.1%
58.3%
39.2%
70.8%
28.8%
57.2%
75.8%
63.8%
75.6%
72.3%
67.5%

Fully Played
Rate
59.5%
67.2%
64.6%
33.2%
63.6%
44.5%
62.1%
54.1%
49.6%
57.4%
31.2%
41.9%
29.4%
54.8%
21.4%
44.0%
63.3%
46.3%
63.9%
59.9%
51.7%

Impressions with
any Panel
Expansion Rate
2.8%
2.0%
2.7%
4.0%
2.4%
2.8%
5.5%
3.4%
2.2%
1.9%
3.1%
4.3%
2.5%
0.8%
1.4%
5.3%
2.8%
5.5%
3.2%
6.5%
4.7%

Total Expansion
Rate
12.7%
6.9%
7.7%
9.5%
7.0%
11.9%
15.7%
13.1%
20.4%
19.2%
5.8%
7.8%
5.5%
4.2%
12.9%
11.0%
7.9%
21.3%
2.6%
15.6%
11.0%

Avg. Expansion
Duration (Seconds)
118.8
54.7
75.8
44.0
70.4
94.7
84.6
174.5
51.0
117.2
57.1
48.4
67.2
30.0
43.8
43.5
42.1
73.2
65.8
51.1
47.0

User Initiated Video Metrics

300X600

Apparel
Auto
B2B
Careers
Consumer Packaged Goods
Corporate
Electronics
Entertainment
Financial
Gaming
Government/Utilities
Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet
Telecom
Travel

Imp. with
Interactions Rate
1.1%
0.9%
1.1%
3.5%
1.5%
1.3%
1.9%
2.8%
1.1%
0.6%
2.0%
2.9%
2.2%
0.2%
0.4%
2.8%
1.6%
0.6%
2.8%
3.8%
3.0%

IR
----2.5%
5.3%
3.8%
6.8%
21.6%
1.1%
0.4%
0.5%
0.2%
0.2%
--6.4%
--

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
----35.9
54.1
38.1
40.2
108.8
2.9
22.8
22.0
20.4
21.0
-----

160X600

Standard Banner
300x250
728x90
160x600
Rich Media
Expandable Banner
300x250
728x90
234x60
Floating Ad
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
In-Stream VPAID*
Mobile

Imp. with
Interactions Rate
----1.7%
3.6%
2.7%
4.5%
14.3%
1.0%
0.3%
0.3%
0.2%
0.1%
-----

120X600

Verticals

Formats

Basic Metrics

180X150

Expandable Metrics

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


64

Viewability - A new lens for engagement

Benchmarks for Vietnam - 2012

Performance Metrics (By Format, Size and Vertical)

Data Source
--

IR
4.2%
0.0%
1.4%
-2.3%

Dwell Rate
--2.3%
4.7%
5.4%
0.7%
4.3%
---

Dwell Rate
5.7%
0.2%
3.5%
-3.6%

CTR
0.11%
0.20%
0.14%
0.23%
0.26%
0.06%
0.16%
5.72%
5.72%

Basic Metrics

User Average Dwell Time


(Seconds)
60.3
19.6
31.7
-6.5

CTR (Rich
Media)
0.29%
0.00%
0.15%
-1.38%

CTR (Standard
Media)
0.13%
--0.09%
--

Avg. Video
Duration
(Seconds)
------

Started Rate
-------100.0%
100.0%

50% Played Rate


-------72.4%
72.4%

Avg. Video
Duration (Seconds)
--24.0
16.1
14.3
-----

50% Played Rate


------

Fully Played
Rate
------

Avg. Video
Duration
(Seconds)
16.1
-----

Auto Initiated Video Metrics


Started Rate
------

User Initiated Video Metrics


Fully Played
Rate
-------48.7%
48.7%

Started Rate
--2.5%
0.6%
0.5%
-----

50% Played Rate


--75.2%
55.8%
58.3%
-----

Impressions with
Any Panel
Expansion Rate
--2.4%
2.4%
2.8%
-----

Total Expansion
Rate
--5.0%
5.0%
4.7%
-----

Avg. Expansion
Duration (Seconds)
--113.9
113.9
101.3
-----

50% Played Rate


55.8%
-----

Fully Played
Rate
44.7%
-----

Impressions with
any Panel
Expansion Rate
3.4%
-1.5%
---

Total Expansion
Rate
7.2%
-1.7%
---

Avg. Expansion
Duration (Seconds)
108.0
-51.6
---

User Initiated Video Metrics


Started Rate
0.6%
-----

Expandable Metrics

Fully Played
Rate
--63.5%
44.7%
47.0%
-----

Expandable Metrics

MediaMind Research, 2012.


Denotes inapplicable metric or insufficiant data.

For more information about MediaMind Research,


please contact your local MediaMind representative or email us at info@mediamind.com

728X90

980X90

300X600

Consumer Packaged Goods


Financial
Health/Beauty
Retail
Travel

Imp. with
Interactions Rate
3.0%
0.0%
1.2%
-1.3%

IR
--1.6%
3.5%
4.2%
0.1%
0.4%
---

Avg. Video
Duration (Seconds)
----------

160X600

300x250
Polite Banner
300x250
In-Stream
In-Stream VAST

Standard Banner
300x250
Rich Media
Expandable Banner

Auto Initiated Video Metrics

User Average Dwell Time


(Seconds)
--51.8
57.1
61.8
28.9
40.2
---

120X600

Formats

Basic Metrics
Imp. with
Interactions Rate
--1.1%
2.5%
2.9%
0.1%
0.3%
---

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES


65

MediaMind Vertical Definitions


Vertical
Apparel

Viewability - A new lens for engagement

Definition
Manufactures and retailers specializing in accessories, apparel, fashion, jewelry, luxury products and shoes.

Career

Products and Services related to the auto industry. Includes manufacturers, dealerships, traders and buying
guides, rental agencies, repair shops, service providers and gas stations. Excludes auto insurance (see
Financial).
Product and service campaigns targeted primarily at corporations including commodities or enterprise
solutions.
Job postings and resume services.

Consumer Packaged
Goods

Product campaigns that are targeted at individuals including food, pet supplies, tobacco, alcoholic and nonalcoholic beverages. Excludes toiletries, personal care and cosmetics (included in Health/Beauty).

Corporate

Corporate includes campaigns aimed at increasing corporate brand awareness rather than a specific product.

Auto
B2B

Definitions and Methodology

Electronic products such as TVs and home cinema systems, DVDs, stereos, MP3 players and cell phone
Electronics
devices. Excludes computers and peripherals (included in Tech/Internet).
of consumer
including
movies andfrom
movie January
studios, TV shows
and channels,
music
The 2012 Benchmark tables are based on the analysis of more than 600 billion display ad impressions from sevenProviders
regions
and 47entertainment
countries
worldwide
1, 2012
to Dec
31,
Entertainment
albums and concerts, museums and amusement parks. Does not include books and magazines (included in
2012. The viewability data is based on analysis of approximately 16.1 billion rich media impressions served worldwide
during September 2012.
News/Media).

Definition
Manufactures and retailers specializing in accessories, apparel, fashion, jewelry, luxury products and shoes.

Consumer targeted campaigns including products such as video and computer games, game consoles, casinos
(online and off) and lotteries.

Government/Utilities
Vertical
Apparel
Health/Beauty

Career

Products and Services related to the auto industry. Includes manufacturers, dealerships, traders and buying
guides, rental agencies, repair shops, service providers and gas stations. Excludes auto insurance (see
Financial).
Product and service campaigns targeted primarily at corporations including commodities or enterprise
solutions.
Job postings and resume services.

Consumer Packaged
Goods

Product campaigns that are targeted at individuals including food, pet supplies, tobacco, alcoholic and nonalcoholic beverages. Excludes toiletries, personal care and cosmetics (included in Health/Beauty).

Career
Restaurant
Consumer Packaged
Goods
Retail

Corporate

Corporate includes campaigns aimed at increasing corporate brand awareness rather than a specific product.

Corporate
Services

Auto
B2B

Electronics
Entertainment

Electronic products such as TVs and home cinema systems, DVDs, stereos, MP3 players and cell phone
devices. Excludes computers and peripherals (included in Tech/Internet).
Providers of consumer entertainment including movies and movie studios, TV shows and channels, music
albums and concerts, museums and amusement parks. Does not include books and magazines (included in
News/Media).

Auto
Medical
B2B
News/Media

Electronics
Sports
Tech/Internet
Entertainment

Financial

Services and product campaigns related to the financial and insurance industries including banks, mortgages,
car loans, investment firms, consumer credit, credit cards and insurance companies.

Telecom
Financial

Gaming

Consumer targeted campaigns including products such as video and computer games, game consoles, casinos
(online and off) and lotteries.

Travel
Gaming

Government/Utilities

Government agencies and utilities including government offices, anti-smoking campaigns, election campaigns,
electricity and water. Excludes Telecom (included in Telecom) and Tourism (included in Travel).

Government/Utilities

Health/Beauty
Medical
News/Media
Restaurant
Retail
Services
Sports
Tech/Internet

Products and services for personal care including cosmetics, dietary supplements, toiletries, perfume,
personal hygiene and hair care. Excludes prescription and over-the-counter medications (included in
Medical).
Prescription and over-the-counter medication. Excludes physician services, clinics and hospitals (included in
Services).
Media and news companies including radio stations, newspapers, magazines and books. Excludes TV
channels and shows (included in Entertainment).
Providers of dining services including fine dining, casual dining and fast food chains. Excludes food items
(included in Consumer Packaged Goods).
On and offline retailer campaigns aimed at pulling people to a store or website rather than to promote a
specific product or service. Excludes apparel retailers (included in Apparel).
Providers of services including education, non-profit organizations and health-care. Excludes medical
insurance (included in Financial).
Sports related goods and services including equipment, leagues and competitions, games and events, and
accessories. Excludes sports shoes and apparel (included in Apparel).
Computer related goods including desktop and laptop computers, software, peripherals and Internet
companies. Excludes Internet service providers (included in Telecom).
Telephony and data providers including land-line service providers, mobile service providers, cable companies

Other

Health/Beauty
Medical

MediaMind Vertical Definitions

Government agencies and utilities including government offices, anti-smoking campaigns, election campaigns,
electricity and water. Excludes Telecom (included in Telecom) and Tourism (included in Travel).
Definition
Products and services for personal care including cosmetics, dietary supplements, toiletries, perfume,
Manufactures and retailers specializing in accessories, apparel, fashion, jewelry, luxury products and shoes.
personal hygiene and hair care. Excludes prescription and over-the-counter medications (included in
Medical).and Services related to the auto industry. Includes manufacturers, dealerships, traders and buying
Products
Prescription
and
over-the-counter
medication.
Excludesand
physician
services,
clinics and
(included
guides,
rental
agencies,
repair shops,
service providers
gas stations.
Excludes
autohospitals
insurance
(see in
Services).
Financial).
Product
andnews
service
campaigns
targeted
primarily
at corporations
enterprise
Media and
companies
including
radio
stations,
newspapers, including
magazinescommodities
and books. or
Excludes
TV
solutions.
channels and shows (included in Entertainment).
Job postings
and resume
services.
Providers
of dining
services
including fine dining, casual dining and fast food chains. Excludes food items
(includedcampaigns
in Consumer
Goods).
Product
thatPackaged
are targeted
at individuals including food, pet supplies, tobacco, alcoholic and nonOn and offline
retailerExcludes
campaigns
aimed at
pullingcare
people
a store or(included
website rather
than to promote a
alcoholic
beverages.
toiletries,
personal
andtocosmetics
in Health/Beauty).
specific product or service. Excludes apparel retailers (included in Apparel).
Providers of
servicescampaigns
including aimed
education,
non-profit
organizations
health-care.
medicalproduct.
Corporate
includes
at increasing
corporate
brandand
awareness
ratherExcludes
than a specific
insurance (included in Financial).
Electronic
products
such
as
TVs
and
home
cinema
systems,
DVDs,
stereos,
MP3
players
and
cell
phoneand
Sports related goods and services including equipment, leagues and competitions, games and events,
devices.
Excludes
computers
and peripherals
accessories.
Excludes
sports shoes
and apparel(included
(includedininTech/Internet).
Apparel).
Providers
consumer
including
moviescomputers,
and movie software,
studios, TV
shows andand
channels,
music
Computerof
related
goodsentertainment
including desktop
and laptop
peripherals
Internet
albums
and concerts,
museumsservice
and amusement
parks. Does
not include books and magazines (included in
companies.
Excludes Internet
providers (included
in Telecom).
News/Media).
Telephony and data providers including land-line service providers, mobile service providers, cable companies
Services
and product
campaignsExcludes
related to
the financial
and insurance industries
including
banks,
mortgages,
and Internet
service providers.
mobile
device manufacturers
(included in
Electronics)
and
mobile
car loans,providers
investment
firms, consumer
credit, credit cards and insurance companies.
software
(included
in Tech/Internet).
Travel and targeted
tourism related
services
including
hotels,
airlines,
transportation,
travel
agencies
tourism
Consumer
campaigns
including
products
such
as video
and computer
games,
game and
consoles,
casinos
boards.and
Excludes
carlotteries.
rental agencies (included in Auto).
(online
off) and
Products and services that do not fall into any other category.
Government agencies and utilities including government offices, anti-smoking campaigns, election campaigns,
electricity and water. Excludes Telecom (included in Telecom) and Tourism (included in Travel).

300X600

Apparel

Gaming

Products and services for personal care including cosmetics, dietary supplements, toiletries, perfume,
personal hygiene and hair care. Excludes prescription and over-the-counter medications (included in
Medical).
Prescription and over-the-counter medication. Excludes physician services, clinics and hospitals (included in
Services).

160X600

Vertical

Services and product campaigns related to the financial and insurance industries including banks, mortgages,
car loans, investment firms, consumer credit, credit cards and insurance companies.

120X600

MediaMind Vertical Definitions

Financial

180X150

300X250

and news companies


including radio stations, newspapers, magazines and books. Excludes TV
336X280
728X90 Media
channels and shows (included in Entertainment).
of dining services
including fine dining, casual dining and fast food chains. Excludes food items
250X250
Restaurant
980X90Providers
(included in Consumer Packaged Goods).
News/Media

1000X90 234X60 UNIT SIZES


Retail

Services
Sports

Tech/Internet

On and offline retailer campaigns aimed at pulling people to a store or website rather than to promote a
specific product or service. Excludes apparel retailers (included in Apparel).
Providers of services including education, non-profit organizations and health-care. Excludes medical
insurance (included in Financial).
Sports related goods and services including equipment, leagues and competitions, games and events, and
accessories. Excludes sports shoes and apparel (included in Apparel).
66
Computer related goods including desktop and laptop computers, software, peripherals and Internet
companies. Excludes Internet service providers (included in Telecom).
Telephony and data providers including land-line service providers, mobile service providers, cable companies

Viewability - A new lens for engagement

MediaMind Metrics Definitions


Metric
Impressions with Any
Interaction Rate

Interaction Rate (IR)

Dwell Rate

What does it measure?


The number of impressions with at least one interaction out of the total number of served impressions.
Impressions with multiple interactions are accounted for only once. Interactions are defined as clicks, opening
(expanding) a panel, Flash movie replay, video mute, video sound on, video pause, full screen video mode start
/ pause / end or other user-defined Interactions.
The total number of interactions out of the total number of served impressions. Impressions with multiple
interactions are accounted for multiple times. Interactions are defined as clicks, opening (expanding) a panel,
Flash movie replay, video mute, video sound on, video pause, full screen video mode start / pause / end or
other user-defined interactions.

Started Rate

To quantify the percentage of served impressions with user


interaction; includes impressions with multiple interactions.

To quantify the engagement of an ad format by measuring the


average time spent engaged with it.

The number of clicks divided by the number of served imipressions. A historic metric that is used primarily for
Standard Banners.
The average duration, in seconds, of the video assets that played in the ad. This metric includes user-initiated
and auto-initiated videos.
The number of times the video assets started out of served impressions with video. This metric includes userinitiated and auto-initiated videos.
Of the video assets that started playing, how many of them played up to 50% of the video's duration, out of
started video impressions.

For Standard Banners, serves as the only measure of ad


effectiveness.
To quantify the duration of the video that played in an ad.
To quantify the number of times videos in ads started playing.

300X600

Avg. Video Duration


(Seconds)

To quantify the percentage of served impressions with any


user interaction.

This proprietary MediaMind metric measures the number of impressions that were dwelled upon out of all
impressions. Dwell is defined as an active engagement with an ad including positioning the mouse over an ad, To quantify the percentage of impressions that attracted
user-initiation of video, user-initiation of an expansion, and any other user-initiated Custom Interaction.
users to actively engage with an ad.
Unintentional Dwell, lasting less than one second, is excluded.

This proprietary MediaMind metric measures the average duration users were actively engaged with or
User Average Dwell Time dwelled on an ad, including the amount of time in which a mouse was positioned over an ad, user-initiated
(Seconds)
video duration, user-initiated expansion duration and the duration of any other user-initiated custom
interaction. Unintentional Dwell, lasting less than one second, is excluded.
Click Through Rate (CTR)

How should it be used?

980X90

120X600

728X90

160X600

To measure the proportion of started videos in which the


video played at least 50% of its total duration.
To measure the proportion of started videos in which the
Fully Played Rate
Of the video assets that started playing, the portion of videos that played their full duration.
video played to its full duration.
Impressions with Any
The number of impressions with at least one panel expansion out of served expandable impressions. This
To quantify how many of the expandable served impressions
Panel Expansion Rate
metric measures user-initiated expansions.
had expansions.
The total number of panel expansions out of served impressions. This metric measures user-initiated and auto- To quantify the extent to which expandable served
Total Expansion Rate
impressions were expanded.
initiated expansions.
Avg. Expansion Duration The average time a panel was expanded. This metric measures auto-initiated and user-initiated expandable
To measure the time that the user spent with the banner
(Seconds)
banners.
expanded on the screen.
50% Played Rate

180X150

300X250

336X280
250X250

1000X90 234X60 UNIT SIZES

67