Video Ad Benchmarks: Average Campaign Performance Metrics
Video is the hottest new format for online advertising. DoubleClick analyzed over
300 video campaigns by 130 advertisers during a four month period of 2006. The objective
of this analysis was to identify major trends in the performance metrics of video
ad campaigns by industry vertical, ad format, ad size, and ad length. There were
several key findings including click through rate for video on average being about
five times higher than those for image ads
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Influencing the Influencers: How Online Advertising and Media Impact Word of Mouth
Word of mouth marketing is all the buzz. But how exactly can marketers make it work?
As part of our DoubleClick Touchpoints IV consumer survey, we identified a segment
of respondents deemed to be "influencers" and studied how they make purchase decisions
differently from the rest of us. Key conclusions include they are super media savvy
and pay close attention to advertising, both positively and negatively.
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