Q2 Benchmarks Released

By Celtra


At the end of each quarter we present a consolidated quarterly report, as well as specific reports for the ten industries with the most impressions for each quarter.

Exposure time, Ad engagement rate, User-initiated video play rate and Viewable rate continue to be the core focus of quarterly reports in 2016. With these metrics, we represent user attention, user engagement and viewability of ads on Celtra’s AdCreator platform.

This quarter, most impressions were seen in the CPG industry and on smartphone devices. Slightly more impressions ran in in-app environments than on web.

A few key findings on metrics:

  • Reveal format continued to have amazing performance, seeing the biggest increase in average exposure time and ad engagement rate amongst all formats compared to the previous quarter. Exposure time of the Reveal format was 12% longer than in Q1 (44 sec vs. 39 sec), and its ad engagement rate was 10% higher than in Q1 (2.6% vs. 2.4%).
  • Compared to Q1, User-initiated video play rate for display videos was higher in Interscroller and Expandable banner formats than in the previous quarter (24% and 14% higher, respectively).
  • The highest Viewable rate was seen in interstitial format on tablet devices at 83%, while the average viewable rate (all devices) was 63%. Viewability is measured in web environments.
  • Interscroller continues to get more exposure on tablet devices. The difference in performance by device was similar to what we observed in the previous quarter: exposure time on tablet (23 sec) was longer than on smartphone (13 sec).
  • Exposure times were longer in in-app environments than on web for all formats. The biggest difference was seen with banners, where in-app Exposure time was 37 seconds, while in web browsers it was 28 seconds, most likely to banners in apps not being dismissed by scrolling.
  • User-initiated play rate was highest on desktop Expandable banners at 16.0%, reflecting a new and well performing user experience (expand on mouseover + initiate video on click).

A word on methodology: Q2 sample includes all standard ad format type creatives (Display and Rich Media Display), which includes formats Banner, Expandable banner, Interstitial as well as our publisher agnostic native display formats Interscroller and Reveal banner. The report covers all devices, all industries (we display numbers for top industries in the overall Q2 report and in separate industry specific reports). Analysis includes all eligible creatives, meaning we remove test campaigns and creatives with under 50,000 requested impressions in the given time period. Viewability is only defined for Web impressions.

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