Digital ad benchmarks, most update info from multiple sources.

1. Augustine Fou- 1 -
Digital Advertising
Benchmarks 2014
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
March 2014

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Performance
Benchmarks

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Click-Through Rate by Device
Source: Marin, Q4 2014 [PDF]

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Conversion Rate by Device
Source: Marin, Q4 2014 [PDF]

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Cost-per-Click by Device
Source: Marin, Q4 2014 [PDF]

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Display Ads

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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

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Display Ads Share by Device
Source: Marin, Q4 2014 [PDF]

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Display ad CPMs are in the $0.10 - $0.80 range
Display Ad Global eCPM
Source: Turn, October 2013

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Display Ad CTR Trend
Source: Google, March 2014
Display ad CTR average 0.20%

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Display Ad CPCSource: Wordstream, Feb 2014
Display ad CPC ranges from $0.28 - $1.03

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Search Ads

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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

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Search Ads Share by Device
Source: Marin, Q4 2014 [PDF]

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Search Ad CPCSource: Wordstream, Feb 2014
Search ad CPC ranges from $0.29 - $3.09

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Social Ads

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Social Ads Share by Device
Source: Marin, Q4 2014 [PDF]

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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

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Social ad CPMs are in the $0.10 - $0.50 range
Social Ad Global eCPM

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Facebook Ad Benchmarks
Source: WebTrends, January 2011
NOTE: these figures
refer to Facebook
display ads (by
category)

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Facebook Ads

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Facebook Page Like Campaign
CTR benchmarks
Cost per like benchmarks
Page Like Ad Campaign
Cost per like:
$1.49

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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%

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Twitter Ads

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Promoted Tweets
Engagement Rates
0.33% - 1.02%
Cost per Engagement
$0.26 - $0.43

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Promoted Account
Cost per Follow
$2.26
Follow Rate
0.35%

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LinkedIn Sponsored
Posts Benchmark

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$3 average CPC cost per click
Average CPC, Social actions
Source: Marketing Science, April 2014

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Video Ads

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60% Video ad CPMs are in the $8 - $12 range
Video Ad Global eCPM
Source: Turn, October 2013

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StumbleUpon Paid
Discovery

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15 cent eCPVs
Effective Cost per View (eCPV)
Source: Marketing Science, April 2014
StumbleUpon is for discovery of new things

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Mobile Display Ads

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61% of Mobile ad CPMs are in the $0.10 - $1.00 range
Mobile Ad Global eCPM
Source: Turn, October 2013

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http://appflood.com/blog/2014/1/
Mobile eCPMs range from $0.35 - $4.45
Average eCPM is $2.00
Mobile eCPM – Holiday 2013

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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

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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

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Mobile Search Ads

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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

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Mobile CPC By Device
Source: Kenshoo, April 23, 2013

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Mobile Paid Search Spend
Source: Kenshoo, April 23, 2013

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Desktop eCPM is $3.50
Mobile eCPM is $0.75
2012 Mobile CPM by Category
Source: Mary Meeker KPCB May 2012

43. Augustine Fou- 43 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing their
digital spend and integrating
marketing across channels and
tactics.
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://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustinefouslideshares
Bio: http://linkd.in/augustinefou
LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou

44. Augustine Fou- 44 -
Related Articles
Augustine Fou- 44 -
http://www.slideshare.net/augustinefou/size-of-tv-advertising-vs-digital-
marketing-by-augustine-fou
http://www.slideshare.net/augustinefou/effectiveness-of-digital-ads-by-
augustine-fou
http://www.slideshare.net/augustinefou/sizing-digital-ad-fraud-
investigation-by-augustine-fou
http://www.slideshare.net/augustinefou/optimization-pyramids-for-digital-
ads-by-augustine-fou

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APPENDIX

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Click Through Rates (CTRs)
of Digital Ads with sub-types
Search Display Social
Ads are based on
keyword typed by
user, served at the
moment they are
looking for info.
Display ads are
served next to
content that the
user is interested
in.
Display ads with
massive number
of impressions;
“Junk” quality
and super-low
prices and CTRs
1-10% 0.01-0.1% 0.001-0.01%CTR
Organic Paid
10-90%
Portals Network
0.1-1%

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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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U.S. Paid Search Benchmarks
Source: Marin Software via MarketingCharts March 20, 2014