Comparing Rich Media Banner Ads CTR by Industry and Country

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
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
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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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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5
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
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
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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.
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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7
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The Benchmark Data Tables
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8
VIEWABILITY

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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Benchmarks for North America - 2012

Performance Metrics (By Format, Size and Vertical)
Data Source
Market Definition
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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
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Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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%
--

(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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Standard Banner
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Rich Media
Expandable Banner
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Floating Ad
Polite Banner
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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%
-----
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Verticals
Formats
Basic Metrics
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Expandable Metrics
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10
Benchmarks for Latin America - 2012

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

(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%

Latin America market includes Argentina, Brazil, Chile, Colombia and Mexico.
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

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

Fully Played
Rate
----55.1%
61.7%
---33.8%
-60.1%
58.7%
--77.1%
77.1%
--
728X90

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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%
----

(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

11
VIEWABILITY

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
Benchmarks for Europe - 2012
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

(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

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%

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%

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.
728X90
980X90

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

(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

13
Benchmarks for Middle East & Africa - 2012


Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

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

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

Middle East & Africa market includes Dubai, Egypt, Israel, South Africa and Turkey
728X90

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
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%
----

(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

14
VIEWABILITY

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
Benchmarks for Australia and New Zealand - 2012

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

(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%

Australia and New Zealand market includes Australia and New Zealand.
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

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%

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

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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%
----

(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
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

16
Benchmarks for East Asia - 2012
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

(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%

East Asia market includes Taiwan, China, Japan, Hong Kong and Korea.
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

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

Fully Played
Rate
----51.4%
-50.3%
52.0%
--32.8%
-52.6%
50.6%
--78.6%
78.6%
--
728X90
980X90

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

(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

17
Benchmarks for South Asia - 2012
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

(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

South Asia market includes Thailand, Pakistan, Malaysia, Singapore, India, Indonesia, the Philippines and Vietnam.
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

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

Fully Played
Rate
----62.0%
55.3%
55.3%
----63.4%
63.7%
60.7%
62.8%
70.9%
70.9%
--
728X90

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

(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

18
Country Benchmarks
Benchmarks for Argentina - 2012
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

(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

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

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

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


728X90
980X90
300X600
Apparel
Auto
Careers
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
Polite Banner
300x250

(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

19
Benchmarks for Australia - 2012
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

(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

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%

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%
--

728X90

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST
Mobile

(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

20
Benchmarks for Austria - 2012
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

(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

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

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

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


728X90
980X90
300X600
Apparel
Auto
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

(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

21
Benchmarks for Belgium - 2012
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

(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

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

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


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

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
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

22
Benchmarks for Brazil - 2012
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

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

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


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

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
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

(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

23
Benchmarks for Canada - 2012
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

(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
-----

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

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


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

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
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

24
Benchmarks for Czech Republic - 2012

Data Source
--
Imp. with
Interactions Rate
-----
IR
-----
Dwell Rate
-----
Dwell Rate
-----
CTR
0.11%
0.02%
0.05%
0.07%
Basic Metrics

(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

-----

Started Rate
-----
50% Played Rate

-----

Fully Played
Rate
-----
Avg. Video
Duration (Seconds)
-----
Fully Played
Rate
-----
Avg. Video
Duration
(Seconds)
-----
Started Rate
-----
50% Played Rate

-----

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


728X90
980X90
300X600

Electronics
Financial
Retail
IR
-----

(Seconds)
-----
160X600
Standard Banner
300x250
728x90
160x600
Imp. with
Interactions Rate
-----
120X600
Formats
Basic Metrics
180X150
300X250
336X280
250X250

25
Benchmarks for Chile - 2012
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

(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
---------------

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

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
-----------

Started Rate
---75.8%
---------------
Expandable Metrics
Fully Played
Rate
----84.5%
--86.6%
86.6%
Expandable Metrics


728X90
980X90
300X600
Apparel
Auto
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

26
Benchmarks for China - 2012
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

(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

Started Rate
51.2%
--25.8%

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

Started Rate
16.4%
--28.2%
Expandable Metrics
Fully Played
Rate
---55.6%
---7.4%
-60.0%
77.0%
----
Expandable Metrics


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
Polite Banner
300x250
728x90
160x600
Mobile

(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

27
Benchmarks for Colombia - 2012
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

(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
--

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

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
--

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


728X90
980X90
300X600
Auto
Electronics
Entertainment
Financial
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

(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

28
Benchmarks for Denmark - 2012
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

(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
-------

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

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

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


728X90
980X90
300X600
Apparel
Auto
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

(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

29
Benchmarks for Dubai - 2012
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

(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

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

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


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

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
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

30
Benchmarks for Egypt - 2012
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

(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

-----------

Started Rate
----------
50% Played Rate

----------

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%

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


728X90
980X90
300X600
Auto
Electronics
Financial
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

(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

31
Benchmarks for Finland - 2012
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

(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

---------

Started Rate
------
50% Played Rate

------

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%
--

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


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

(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

32
Benchmarks for France - 2012
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

(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

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

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


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

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
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

33
Benchmarks for Germany - 2012
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

(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
--

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

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


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
--
300X600
Apparel
Auto
B2B
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

34
Benchmarks for Greece - 2012
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

(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
--

Started Rate
--63.2%
--

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
--

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


728X90
980X90
300X600
Apparel
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

(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

35
Benchmarks for Hong Kong - 2012
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

(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

Started Rate
57.8%
--66.7%
-60.3%
80.9%
74.1%
-63.8%
58.6%
68.4%
--53.6%
---75.1%
--

Fully Played
Rate
----49.7%
51.9%
52.2%
----50.4%
51.5%
---


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

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
Corporate
Electronics
Entertainment
Financial
Gaming
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
Polite Banner
300x250
728x90
160x600

(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

36
Benchmarks for Hungary - 2012
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

(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
-----

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

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

Started Rate
66.8%
---11.9%
-----
Expandable Metrics
Fully Played
Rate
---55.8%
54.7%
--56.1%
53.5%
Expandable Metrics


728X90
980X90
300X600
Apparel
Auto
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

(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

37
Benchmarks for India - 2012
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

(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

Started Rate
------------------54.1%

Fully Played
Rate
----63.2%
63.5%
63.5%
-----57.4%
57.4%


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

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
Corporate
Electronics
Entertainment
Financial
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

(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

38
Benchmarks for Indonesia - 2012
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

(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
------

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

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
---

Started Rate
---19.9%
----2.0%
------
Expandable Metrics
Fully Played
Rate
----63.6%
42.9%
39.6%
--65.3%
73.3%
------
Expandable Metrics


728X90
980X90
300X600
Apparel
Auto
B2B
Corporate
Electronics
Financial
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

(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

39
Benchmarks for Ireland - 2012
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

(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
---

Started Rate
---89.8%
-----

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
---

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


728X90
980X90
300X600
Auto
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

(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

40
Benchmarks for Israel - 2012
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

(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
---

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

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

Started Rate
-----71.4%
------66.6%
---
Expandable Metrics
Fully Played
Rate
----77.7%
----77.7%
83.1%
55.0%
----
Expandable Metrics


728X90
980X90
300X600
Apparel
Auto
B2B
Entertainment
Financial
Gaming
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

(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

41
Benchmarks for Italy - 2012
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

(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

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%

Fully Played
Rate
----48.3%
42.7%
41.2%
43.5%
-31.1%
53.4%
55.8%
--80.0%
80.0%
--


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
300X600
Apparel
Auto
B2B
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

42
Benchmarks for Japan - 2012
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

(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
-------

Started Rate
------------158.9%
-------

Fully Played
Rate
----57.9%
---58.0%
---78.6%
78.6%
--


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
---

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
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

43
Benchmarks for Lithuania - 2012
Data Source
--
IR
24.1%
Dwell Rate
-17.8%
Dwell Rate
17.8%
CTR
0.09%
0.60%
Basic Metrics

(Seconds)
32.6
CTR (Rich
Media)
0.60%
CTR (Standard
Media)
0.09%
Avg. Video
Duration
(Seconds)
--
Started Rate
---
50% Played Rate

---

Started Rate
--
50% Played Rate

--

Fully Played
Rate
---
Avg. Video
Duration (Seconds)
---
Fully Played
Rate
--
Avg. Video
Duration
(Seconds)
--
Started Rate
---
50% Played Rate

---

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


728X90
980X90
300X600
Imp. with
Interactions Rate
17.0%
Auto
IR
-24.1%
Avg. Video
Duration (Seconds)
---
160X600
Standard Banner
Rich Media

(Seconds)
-32.6
120X600
Formats
Basic Metrics
Imp. with
Interactions Rate
-17.0%
180X150
300X250
336X280
250X250

44
Benchmarks for Malaysia - 2012
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

(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

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

Fully Played
Rate
----60.6%
----61.1%
39.5%
--73.0%
73.0%
--


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

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
Corporate
Electronics
Entertainment
Financial
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

(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

45
Benchmarks for Malta - 2012
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

(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

Started Rate
--

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

Started Rate
4.6%
Expandable Metrics
Fully Played
Rate
----31.9%
-----
Expandable Metrics


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

(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

46
Benchmarks for Mexico - 2012
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

(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
--

Started Rate
----27.3%
-48.9%
73.3%
-68.4%
------------

Fully Played
Rate
----53.7%
61.8%
---31.9%
63.1%
63.6%
--75.1%
75.1%
--

728X90

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

47
Benchmarks for New Zealand - 2012
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

(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
--

Started Rate
----41.1%
57.9%
67.6%
--------------

Fully Played
Rate
----54.9%
----55.1%
50.3%
28.0%
---


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
--

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
Electronics
Entertainment
Financial
Gaming
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

(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

48
Benchmarks for Netherlands - 2012
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

(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
---

Started Rate
--------74.0%
------------

Fully Played
Rate
----70.4%
----65.2%
65.8%
----


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
--

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
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

49
Benchmarks for Norway - 2012
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

(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

-----------

Started Rate
---------
50% Played Rate

---------

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%
--

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


728X90
980X90
300X600
Apparel
Auto
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

(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

50
Benchmarks for Philippines - 2012
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

(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
-------

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

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
--

Started Rate
-41.1%
--32.3%
-6.7%
-------
Expandable Metrics
Fully Played
Rate
----44.2%
30.4%
30.6%
--50.2%
---
Expandable Metrics


728X90
980X90
300X600
Apparel
Auto
Careers
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

(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

51
Benchmarks for Poland - 2012
Apparel
Auto
B2B
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

(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%
---

Started Rate
----------------
50% Played Rate

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

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%
--

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


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

(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

52
Benchmarks for Portugal - 2012
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

(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
--

Started Rate
-74.7%
-70.5%
-74.8%
-72.0%
-----72.5%
85.7%
-----

Fully Played
Rate
----55.0%
30.6%
30.6%
-43.3%
57.8%
59.2%
-69.2%
72.1%
--


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
--

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
Electronics
Entertainment
Financial
Gaming
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

(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

53
Benchmarks for Romania - 2012
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

(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
------

Started Rate
146.8%
------

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
---

Started Rate
73.7%
------
Expandable Metrics
Fully Played
Rate
----77.8%
56.2%
---------
Expandable Metrics


728X90
980X90
300X600
Auto
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

(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

54
Benchmarks for Singapore - 2012
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

(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

Started Rate
-------66.3%
-71.0%
-59.0%
----------

Fully Played
Rate
----57.4%
46.7%
46.7%
---60.5%
61.3%
58.1%
62.8%
82.3%
82.3%
--

728X90

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

55
Benchmarks for South Africa - 2012
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

(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

Started Rate
57.6%
-------54.2%
--------62.7%
---

Fully Played
Rate
----76.9%
61.8%
---80.3%
81.2%
----


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

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
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

56
Benchmarks for Spain - 2012
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

(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

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%
--

Fully Played
Rate
----67.0%
-70.2%
71.1%
67.7%
--64.8%
63.4%
--57.0%
57.0%
--

728X90

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

57
Benchmarks for Sweden - 2012
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

(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
----------

Started Rate
52.2%
---57.5%
68.3%
-----------

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
--

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


728X90
980X90
300X600
Apparel
Auto
Electronics
Entertainment
Financial
Gaming
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

(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

58
Benchmarks for Switzerland - 2012
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

(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

Started Rate
67.3%
62.5%
--26.4%
---58.7%
--89.2%
---63.2%
68.2%
-60.2%
--

Fully Played
Rate
----57.1%
59.9%
83.9%
---56.4%
52.9%
50.2%
60.6%
70.4%
70.4%
--


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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

59
Benchmarks for Thailand - 2012
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

(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
--------

Started Rate
----55.8%
-51.1%
---55.6%
--------

Fully Played
Rate
----64.7%
------64.9%
63.3%
--68.7%
68.7%


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

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
Corporate
Electronics
Entertainment
Financial
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
Polite Banner
300x250
728x90
160x600
In-Stream
In-Stream VAST

(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

60
Benchmarks for Taiwan - 2012
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

(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%
--

Started Rate
------------
50% Played Rate

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

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%
--

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


728X90
980X90
300X600
Apparel
Auto
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

(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

61
Benchmarks for Turkey - 2012
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

(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

Started Rate
-----55.9%
--65.7%
-----73.3%
------

Fully Played
Rate
----57.7%
59.5%
71.8%
---53.9%
53.9%
--32.8%
32.8%


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

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
Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

62
Benchmarks for UK - 2012

Corporate
Electronics
Entertainment
Financial
Gaming
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

(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

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%
---

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%
--

728X90

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
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

(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

63
Benchmarks for United States - 2012

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

(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%

Video Player-Ad Interface Definitition (VPAID) is an IAB sanctioned format denoting interactive video ads.
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

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%

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

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
300X600
Apparel
Auto
B2B
Careers
Corporate
Electronics
Entertainment
Financial
Gaming
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%
--

(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

64
Benchmarks for Vietnam - 2012
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

(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
-----

Started Rate
------

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
---

Started Rate
0.6%
-----
Expandable Metrics
Fully Played
Rate
--63.5%
44.7%
47.0%
-----
Expandable Metrics


728X90
980X90
300X600

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

(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

65
MediaMind Vertical Definitions

Vertical
Apparel
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
Consumer targeted campaigns including products such as video and computer games, game consoles, casinos
(online and off) and lotteries.
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 agencies and utilities including government offices, anti-smoking campaigns, election campaigns,
electricity and water. Excludes Telecom (included in Telecom) and Tourism (included in Travel).
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
Definition
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.
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).
Providers of
servicescampaigns
including aimed
education,
non-profit
organizations
health-care.
medicalproduct.
Corporate
includes
at increasing
corporate
brandand
awareness
ratherExcludes
than a specific
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).
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.
300X600
Apparel
Gaming
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
Financial
180X150
300X250
and news companies

including radio stations, newspapers, magazines and books. Excludes TV
336X280
728X90 Media
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

Retail
Services
Sports
Tech/Internet
On and offline retailer campaigns aimed at pulling people to a store or website rather than to promote a
Providers of services including education, non-profit organizations and health-care. Excludes medical
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).
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
67

Comparing Rich Media Banner Ads CTR by Industry and Country

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VIEWABILITY

A NEW LENS FOR ENGAGEMENT

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

The Benchmark Data Tables

14 Middle East & Africa

15 Australia & New Zealand

Definitions and Methodology

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

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

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

Viewability - A new lens for engagement

Volume, quality and origin of

Clicks, response and

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

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

The recordability issue

Consumer Packaged Goods

Viewable Rates of Rich Media, by Vertical

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

Source: MediaMind Research, September 2012

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

Viewable Rates of Rich Media, by Format

Post-click Conversion Rate

Viewable Rate Buckets

Source: MediaMind Research, September 2012

Post-Click Conversion Rate

Source: MediaMind Research, September 2012

CTR and PCCR by Viewability

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

The Benchmark Data Tables

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

A NEW LENS FOR ENGAGEMENT

ENGAGEMENT, AS MEASURED BY CLICK-THROUGH RATE,

DWELL RATES COINCIDE WITH STRONG EXPANSION

7.9% RICH MEDIA DWELL 180X150

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

Benchmarks for North America - 2012

User Average Dwell Time

MediaMind Research, 2012.

50% Played Rate

50% Played Rate

Auto Initiated Video Metrics

User Initiated Video Metrics

For more information about MediaMind Research,

50% Played Rate

50% Played Rate

User Initiated Video Metrics

Auto Initiated Video Metrics

User Average Dwell Time

1000X90 234X60 UNIT SIZES

Viewability - A new lens for engagement

Benchmarks for Latin America - 2012

User Average Dwell Time

MediaMind Research, 2012.

50% Played Rate