--- Stable Click- and View-through Rates, Rich Media and Large Ad Sizes Consistently Popular; Frequency Capping Continues to be Underutilized ---
-- EMEA / APAC regions overall mirror global numbers --
London, November 26, 2004 – DoubleClick Inc. (NASDAQ: DCLK) today released its Q3 Ad Serving Trend Report, which reflects that online advertising, long known for its volatility, has begun to assume some predictable characteristics that suggests a maturity of the medium. Rich media has entrenched itself among other ad formats and remains stable as a large percent of all ads served; larger-sized units are the new standard; click rates are stable across rich media and non-rich media units; and view-throughs (a measure of the in-direct response to online advertising) continue to represent twice the rate of click-throughs. The company also released statistics on frequency capping, a control unique to the online medium that nevertheless may be underutilized.
Third Quarter Ad Serving Trends:
* Rich media stable at 43% of DoubleClick ads served
* Frequency capping: a useful technique, infrequently used
* Large sizes continue to reign; taking on the banner
* Click rates stable for rich media and non-rich media; fluctuate by ad size
* Post-impression impact a consistent multiple of post-click impact
Rich media stable at 43% of DoubleClick ads served
Globally, rich media as a percent of all ads served by DoubleClick has been stable at 43% during 2004, showing that advertisers using DoubleClick’s ad serving now allocate a standard percentage of their portfolios to the format. This plateau in usage is also likely to be attributable to the fact that DoubleClick data represents advertisers who tend to be the early adopters of the format and who have already reached their optimal usage levels.
In Europe, the Middle East and Africa (EMEA) and Asia Pacific (APAC), rich media as a percentage of all ads served is now 46.9%, a 47% year-on-year increase from 31.9% in Q3 2003. For the first quarter since this data has been released, rich media usage is more popular in regions outside North America.
Frequency capping: a useful technique, infrequently used
Online advertising is unique in that advertising frequency can be manually controlled when the publisher designates a “frequency cap” to limit the number of exposure to the unique user. In online advertising, this technique is still used infrequently, with the exception of publishers who frequency cap rich media to protect the user experience. Of all ads served by DART for Publishers, 16% are currently frequency capped.
Large sizes continue to reign; taking on the banner
The standard banner (468 x 60 pixels) still accounts for the largest portion of all ads served (25.2%), but declined 4.8 points from 30% in Q2. The leaderboard, a wide unit (728 x 90), continues to be the second most common size and now accounts for 9.3% of total ads served. Skyscrapers (either a 120 x 600 pixel or the 160 x 600) have grown to 5.6% and 4.4% respectively of all DoubleClick ads served.
In EMEA and APAC, the standard banner is a more popular ad size than in North America, accounting for 55.4% of all ads served. This is a 66% year-on-year increase from 33.3% in Q3 2003. Skyscrapers are the second most popular size in EMEA / APAC, accounting for a combined 11.8% of ads served. Other newer sizes like leaderboards (3.8% of total) make up a much smaller percentage than in the U.S. While in the U.S. standard banners appear to never go out of style, the U.S, is adopting newer sizes sooner than the international market.
Click rates stable for rich media and non-rich media; fluctuate by ad size
The average click-through rates for all ads served by both advertisers and publishers were stable during all three quarters of 2004, with an up-tick of 11% from Q2 to Q3. The average click rates were 0.56% in Q2 and 0.62% in Q3. Rich media click rates stabilised in 2004 and were 1.17% in Q2 and Q3. Rich media click rates continue to be typically five times those for non-rich media, 0.20% in Q3.
Click rates do vary by size, however, and these numbers continue to fluctuate dramatically each quarter, which reflects the assumption that click rates relate more to creative intent and specific placement than actual ad size. The 550 x 480, most often used for interstitials, had the highest average click rates at 0.80%, followed by the 250 x 250 square, most often used for pop-ups, at 0.58%. The average click rate for a standard 468 x 60 banner is 0.17%.
In EMEA and APAC, average click-through rates continue to be higher than the global data at an average of 1.1% and have risen 14% from 0.96% in Q3 2003, which could reflect the growing sophistication of online advertising creative and placement.
Post-impression impact a consistent multiple of post-click impact
“Post-impression” (rather than post-click) activity rates remain twice those of click-through rates: in Q3, the average click through rate for ads served by advertisers was 0.41% compared to an average view-through rate of 0.82%. A view-through is the metric that assesses an online conversion, within a certain timeframe, that occurs from a user seeing an ad, but never clicking on it. According to the subset of ads served by advertisers in Q3, more than five times the number of conversions resulted from view-through rather than click-through activity.
“DoubleClick’s third quarter ad serving data demonstrates that online advertising is assuming some predictable characteristics as it matures,” said John Nugent, Director of Strategic Services EMEA, DoubleClick. “Advertisers can rely on recent trends to continue including heavy rich media adoption, stable click-throughs and larger, more engaging ad formats. At the same time, there is still opportunity to capitalise on unique features like frequency capping and the post-impression impact of online advertising.”
The DoubleClick Q3 2004 Ad Serving Trend Report contains aggregate data from DoubleClick’s DART for Advertisers and DART for Publishers online advertising serving technology. The data is based on over hundreds of billion of ads served globally from thousands of clients served since Q1 of 2003.
About DoubleClick Inc.
DoubleClick is the leading provider of solutions for advertising agencies, marketers and web publishers to plan, execute and analyse their marketing programs. DoubleClick’s marketing solutions -- online advertising, search engine marketing, email marketing, database marketing, and marketing resource management -- help clients yield the highest return on their marketing dollar. In addition, the company’s marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.
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Published on: 12:00AM on 26th November 2004