Published on March 11, 2014
Augustine Fou- 1 - Digital Advertising Benchmarks 2014 Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com March 2014
Augustine Fou- 2 - Display Ads
Augustine Fou- 3 - Display Advertising Range Big Portals Ad Networks Facebook 10’s of dollars 1’s of dollars 10’s of cents Shift allocation to get more impressions or lower cost Large audience Publisher/portal has more power Lots of long-tail small websites Advertiser has more power Massive number of impressions “Junk” quality and super-low prices CPM 0.1% 0.01% 0.001%CTR
Augustine Fou- 4 - Display ad CPMs are in the $0.10 - $0.80 range Display Ad Global eCPM Source: Turn, October 2013
Augustine Fou- 5 - Display Ad CTR Trend Source: Google, March 2014 Display ad CTR average 0.20%
Augustine Fou- 6 - Display Ad CPCSource: Wordstream, Feb 2014 Display ad CPC ranges from $0.28 - $1.03
Augustine Fou- 7 - Search Ads
Augustine Fou- 8 - Search Ads (SEM), SEO Paid/ SEM Organic $1 - $10 FREE Shift allocation to get more clicks at lower cost For long tail, descriptive keywords For brand terms and expensive keywords CPC 1 - 5% 13 - 69%CTR Source: SlingShot SEO
Augustine Fou- 9 - Display Ad CPCSource: Wordstream, Feb 2014 Search ad CPC ranges from $0.29 - $3.09
Augustine Fou- 10 - Social Ads
Augustine Fou- 11 - Facebook Ad CTR by Industry Source: Salesforce.com via BusinessInsider Mar 2013 Average Click Through Rates ranged from 0.03% - 0.92% Global average was 0.28% CTR
Augustine Fou- 12 - Social ad CPMs are in the $0.10 - $0.50 range Social Ad Global eCPM
Augustine Fou- 13 - Facebook Ad Benchmarks Source: WebTrends, January 2011 NOTE: these figures refer to Facebook display ads (by category)
Augustine Fou- 14 - Facebook Ads
Augustine Fou- 15 - Facebook Page Like Campaign CTR benchmarks Cost per like benchmarks Page Like Ad Campaign Cost per like: $1.49
Augustine Fou- 16 - Facebook Site Click Campaign CTR benchmarks Cost per click benchmarks Average click through rate 0.042% Site Click Ad Campaign Cost per click: $0.78 CTR: 0.042%
Augustine Fou- 17 - Twitter Ads
Augustine Fou- 18 - Promoted Tweets Engagement Rates 0.33% - 1.02% Cost per Engagement $0.26 - $0.43
Augustine Fou- 19 - Promoted Account Cost per Follow $2.26 Follow Rate 0.35%
Augustine Fou- 20 - Video Ads
Augustine Fou- 21 - 60% Video ad CPMs are in the $8 - $12 range Video Ad Global eCPM Source: Turn, October 2013
Augustine Fou- 22 - Mobile Display Ads
Augustine Fou- 23 - 61% of Mobile ad CPMs are in the $0.10 - $1.00 range Mobile Ad Global eCPM Source: Turn, October 2013
Augustine Fou- 24 - http://appflood.com/blog/2014/1/ Mobile eCPMs range from $0.35 - $4.45 Average eCPM is $2.00 Mobile eCPM – Holiday 2013
Augustine Fou- 25 - Mobile Ad CPM Trends iPhone CPM $0.88 iPod Touch CPM $0.96 iPad CPM $1.16 Android tablet CPM $0.53 Android CPM $0.50 Source: MoPub Q1 2013
Augustine Fou- 26 - iPhone CTR 1.7% iPod Touch CTR 2.2% iPad CTR 2.5% Android tablet CTR 1.0% Android CTR 1.1% Mobile Ad CTR Trends Source: MoPub Q1 2013
Augustine Fou- 27 - Mobile Search Ads
Augustine Fou- 28 - Tablet CPCs are virtually the same as desktop CPC Smartphone CPCs are half of desktop CPCs Mobile CPC vs Desktop CPC Source: RKG July 2013 Tablet CPC is practically the same as desktop CPC
Augustine Fou- 29 - Mobile CPC By Device Source: Kenshoo, April 23, 2013
Augustine Fou- 30 - Mobile Paid Search Spend Source: Kenshoo, April 23, 2013
Augustine Fou- 31 - Desktop eCPM is $3.50 Mobile eCPM is $0.75 2012 Mobile CPM by Category Source: Mary Meeker KPCB May 2012
Augustine Fou- 32 - Dr. Augustine Fou – Agency Czar “I advise clients on optimizing their digital spend and integrating across channels.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou
Augustine Fou- 33 - Related Articles Ad Load and Ads Per User By: Augustine Fou, Dec 2013 Motive and Opportunity for Ad Fraud By: Augustine Fou, February 2014 Shift of Dollars Within Digital By: Augustine Fou, March 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 Display Fraud 101 (video) By: Augustine Fou, Feb 2014 Augustine Fou- 33 - ROI Case for Solving Ad Fraud By: Augustine Fou January 2014 Digital Ad Fraud Briefing By: Augustine Fou December 2013 How Display Fraud Works By: Augustine Fou, May 2013 Branding Dollars Shift from TV By: Augustine Fou, December 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013
Augustine Fou- 34 - APPENDIX
Augustine Fou- 35 - Search Ad CPC benchmarks by Industry Methodology Using Google Keyword Tool, generate keyword suggestions for each industry sector; then average suggested CPC across the top 200, 400, or 800 keywords.
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