80%2015
DIGITAL 80%
DISPLAY ADVERTISING ⎥ Q3
10%
65.0%
69.3%
69.7%
Quarterly
Performance Report
8%
60%
5.6%
6%
4.2%
4%
2%
0%
48.6%
1.2%
51.8% 52.0%
60%
40%
40%
20%
20%
0%
0%
© 2015 Celtra Inc. All rights reserved.
Overview of Campaigns
Running in Q3
Breakdown of All Q3 Campaigns
Out of total requested impressions in Q3 2015
FORMAT*
DEVICE
ENVIRONMENT
PLATFORM
32% Banner
88% Smartphone
52% In-app
51% iOS
46% Expandable banner
7% Tablet
48% Web browser
44% Android
19% Interstitial
5% Desktop
5% Other
1% Interscroller
2% Reveal
*Standard format type
© 2015 Celtra Inc. All rights reserved.
Breakdown of All Q3 Campaigns
Out of total requested impressions in Q3 2015
Quick Service Restaurants
Health & Sports
2.1%
2.4%
Arts, Design & Fashion 2.5%
Pharmaceutical 2.9%
19.2% Entertainment & Media
Technology 3.3%
Travel & Hospitality 4.0%
Finance, Insurance & Real Estate 4.1%
Telecommunications 5.5%
IMPRESSIONS
BY VERTICAL
14.2% Consumer Packaged Goods
Other 5.7%
Automotive 7.6%
14.0% Retail
Food & Beverage 12.3%
© 2015 Celtra Inc. All rights reserved.
Q3 Benchmarks
Media Benchmarks – Viewability
Overall
Banner
Expandable banner
Interstitial
IAB measured rate
100%
85.1%
86.4%
80%
60%
IAB viewable rate
88.9%
81.3%
79.7%
61.0%
50.0%
57.3%
40%
20%
0%
*Viewability is reported for web browser environment.
© 2015 Celtra Inc. All rights reserved.
Creative Benchmarks
Banner
Expandable banner
Interstitial
Interscroller
Reveal
Ad engagement rate
Expanded unit engagement rate
1.1%
11.0%
0%
0.87%
20%
Time on ad unit
4.0%
2.4%
15.6 s
1.8%
5.1 s
0%
5%
*Ad engagement rate for Expandable banners is reported for engagement with the banner unit.
**Expanded unit engagement rate and Time on ad unit on Expandable banner are reported for expanded unit.
0s
20s
© 2015 Celtra Inc. All rights reserved.
Video Benchmarks
Banner
Expandable banner
Interstitial
Video play rate
Video completion rate
10%
80%
80%
65.0%
8%
60%
48.6%
5.6%
6%
4.2%
4%
2%
Video consumption rate
1.2%
0%
USER-INITIATED
51.8% 52.0%
69.3%
69.7%
60%
40%
40%
20%
20%
0%
0%
USER-INITIATED
*Video metrics for Expandable banners are reported for videos played on the expanded unit. ⎥ ** User-initiated Video play rate is calculated
from user-initiated video plays / video feature views. ⎥ ***No user-initiated videos for Interscroller and Reveal format in Q3.
USER-INITIATED
© 2015 Celtra Inc. All rights reserved.
Benchmarks by Device
SMARTPHONE, TABLET, DESKTOP
Smartphone Media Benchmarks
Overall
Banner
Expandable banner
Interstitial
IAB measured rate
100%
87.7%
90.9%
82.5%
IAB viewable rate
88.2%
81.1%
80%
64.0%
60%
61.4%
52.5%
40%
20%
0%
*Viewability is reported for web browser environment.
© 2015 Celtra Inc. All rights reserved.
Smartphone Creative Benchmarks
Banner
Expandable banner
Interstitial
Interscroller
Reveal
Ad engagement rate
Expanded unit engagement rate
1.2%
10.4%
0%
0.76%
20%
Time on ad unit
4.1%
2.8%
16.2 s
1.7%
5.3 s
0%
5%
*Ad engagement rate for Expandable banners is reported for engagement with the banner unit.
**Expanded unit engagement rate and Time on ad unit on Expandable banner are reported for expanded unit.
0s
20s
© 2015 Celtra Inc. All rights reserved.
Smartphone Video Benchmarks
Banner
Expandable banner
Interstitial
Video play rate
Video completion rate
10%
80%
8%
80%
53.6%
60%
6%
4.6%
4.9%
40%
4%
2%
Video consumption rate
1.8%
0%
USER-INITIATED
49.9%
34.1%
60%
70.7%
67.5%
54.8%
40%
20%
20%
0%
0%
USER-INITIATED
*Video metrics for Expandable banners are reported for videos played on the expanded unit. ⎥ ** User-initiated Video play rate is calculated
from user-initiated video plays / video feature views. ⎥ ***No user-initiated videos for Interscroller and Reveal format in Q3.
USER-INITIATED
© 2015 Celtra Inc. All rights reserved.
Tablet Media Benchmarks
Overall
Banner
Expandable banner
Interstitial
IAB measured rate
100%
93.9%
82.7%
80%
IAB viewable rate
80.5%
60%
83.4%
76.3%
54.4%
43.5%
40%
41.1%
20%
0%
*Viewability is reported for web browser environment.
© 2015 Celtra Inc. All rights reserved.
Tablet Creative Benchmarks
Banner
Expandable banner
Interstitial
Interscroller
Ad engagement rate
Expanded unit engagement rate
1.1%
15.1%
0%
0.85%
20%
Time on ad unit
3.5%
1.3%
13.4 s
0%
5%
4.2 s
0s
*Ad engagement rate for Expandable banners is reported for engagement with the banner unit. ⎥ **Expanded unit engagement rate and Time
on ad unit on Expandable banner are reported for expanded unit. ⎥ ***Insufficient sample size of tablet Reveal creatives.
20s
© 2015 Celtra Inc. All rights reserved.
Tablet Video Benchmarks
Banner
Expandable banner
Interstitial
Video play rate
Video completion rate
9.8%
10%
Video consumption rate
80%
80%
8%
60%
58.5%
51.0%
55.4%
69.8%
68.0%
73.2%
60%
6%
4%
2%
40%
40%
20%
20%
0%
0%
3.1%
1.5%
0%
USER-INITIATED
USER-INITIATED
*Video metrics for Expandable banners are reported for videos played on the expanded unit. ⎥ ** User-initiated Video play rate is calculated
from video plays / video feature views. ⎥ ***No user-initiated videos for Interscroller and Reveal format in Q3.
USER-INITIATED
© 2015 Celtra Inc. All rights reserved.
Desktop Media Benchmarks
Overall
Banner
Expandable banner
IAB measured rate
IAB viewable rate
100%
80%
68.2%
69.8%
64.5%
60%
45.0%
40%
51.9%
42.1%
20%
0%
*Viewability is reported for Web browser environment.
© 2015 Celtra Inc. All rights reserved.
Desktop Creative Benchmarks
Banner
Expandable banner
Ad engagement rate
Expanded unit engagement rate
10.7%
0.72%
0%
20%
3.1%
0%
Time on ad unit
5%
10.8 s
0s
*Ad engagement rate for Expandable banners is reported for engagement with the banner unit and is possible on mouseover if the creative is configured that way. ⎥
**Expanded unit engagement rate and Time on ad unit on Expandable banner are reported for expanded unit. ⎥ ***Insufficient sample size of desktop Interstitial,
Interscroller and Reveal creatives.
20s
© 2015 Celtra Inc. All rights reserved.
Benchmarks by Environment
IN-APP AND WEB BROWSER
Creative Benchmarks
Banner
Expandable banner
Interstitial
Ad engagement rate
Time on ad unit
20 s
6%
17.9 s
5.1%
15 s
4%
10.1 s
10 s
6.3 s
5s
2.4%
2%
3.8 s
0.89% 0.74%
0s
1.2%
1.0%
0%
IN-APP
WEB BROWSER
*Time on ad unit for Expandable banner is reported for expanded unit.
IN-APP
WEB BROWSER
© 2015 Celtra Inc. All rights reserved.
Benchmarks by Industry
Media Benchmarks - Viewability
Viewability by industry
IAB Measured Rate
IAB Viewable Rate
100%
85.1%
82.8%
87.6%
90.4%
83.9%
88.9%
83.3%
75.2%
80%
60%
88.2%
65.7%
61.0%
63.4%
62.9%
53.8%
57.3%
60.7%
64.0%
80.8%
67.6%
55.4%
40%
20%
0%
All Industry
Average
Automotive
CPG
Entertainment
Finance
Food &
Beverage
Retail
Technology
*IAB viewability is reported for web browser environment. ⎥ **All industry average is reported for all industries. Displayed in this chart are only top 9.
Telecom
Travel
© 2015 Celtra Inc. All rights reserved.
Creative Benchmarks
Time on ad unit by industry and format
Expandable banner
Interstitial
25 s
20.9 s
19.4 s
20 s
15.6 s
15.0 s
14.1 s
15 s
16.5 s
13.3 s
14.3 s
12.9 s
13.2 s
10 s
5s
0s
5.1 s
All Industry
Average
4.5 s
Automotive
5.0 s
CPG
5.5 s
Entertainment
5.0 s
Finance
*Engagement time for expandable banner is reported for engagement with expanded unit.
**All industry average is reported for all industries. Displayed in this chart are only top 9.
5.3 s
Food &
Beverage
5.0 s
Retail
6.0 s
Technology
4.5 s
Telecom
4.1s
Travel
© 2015 Celtra Inc. All rights reserved.
Creative Benchmarks
Ad engagement rate by industry and format
Interstitial
0%
All Industry
Average
Automotive
CPG
Finance
*Ad engagement rate for expandable banners is reported for engagement with the banner unit.
**All industry average is reported for all industries. Displayed in this chart are only top 9.
Food &
Beverage
3.9%
3.5%
Retail
Technology
Telecom
0.88%
1.0%
0.82%
1.3%
0.55%
1.5%
0.91%
1.3%
0.64%
0.82%
0.78%
2.3%
Entertainment
1.4%
1.1%
1.1%
1.0%
1.0%
1%
0.87%
1.1%
2%
1.6%
3%
1.1%
2.7%
3.3%
4%
3.5%
4.0%
4.4%
5%
4.4%
Expandable banner
3.5%
Banner
Travel
© 2015 Celtra Inc. All rights reserved.
Creative Benchmarks
Expanded unit engagement rate by industry
Expandable banner
15%
12.9%
12.4%
11.8%
11.0%
11.6%
10.3%
9.7%
9.2%
10%
12.4%
9.4%
5%
0%
All Industry
Average
Automotive
CPG
Entertainment
Finance
*Expanded unit engagement rate is reported for expanded unit of expandable banner format.
**All industry average is reported for all industries. Displayed in this chart are only top 9.
Food &
Beverage
Retail
Technology
Telecom
Travel
© 2015 Celtra Inc. All rights reserved.
Features
Ad Feature Engagement Rate
30%
22.8%
21.6%
20%
16.7%
10%
4.6%
0%
Direct Response
4.5%
Branding & Presentation
*Direct Response includes Form fill and Call phone features.
User-initiated Video
2.5%
Location-based
Gaming
Social Media
© 2015 Celtra Inc. All rights reserved.
Ad Feature Engagement Rate by Banner
Type
Banner
Expandable banner
Interstitial
30%
26.1%
25.5%
21.1%
20%
17.0%
13.1%
12.5%
12.3%
10%
5.5%
5.6%
2.9%
0%
1.2%
0.4%
Direct Response
4.2%
Branding & Presentation
User-initiated Video
*Direct Response includes Form fill and Call phone features.
**User-initiated video play rate for expandable banners includes videos played on expanded unit.
1.4%
Location-based
3.3%
N/A
Gaming
0.9%
1.8%
Social Media
© 2015 Celtra Inc. All rights reserved.
General Findings
General Findings
Q3 IMPRESSIONS ACROSS THE BOARD
  Desktop impressions now account for five
percent of all quarterly impressions.
  Share of impressions for our new Reveal banner
format is growing too, now at 2.2 percent.
  We witness 32 percent of banner format
impressions, showing that the number of banner
impressions is still growing (Q2 saw 30% of
banner impressions).
Q3 MEDIA BENCHMARKS
  Average IAB viewable rate in Q3 is at 61 percent.
IAB viewability is now measurable across 85
percent of eligible impressions.
  Highest IAB viewable rates are still reported for
Interstitial format (81 percent IAB viewable rate).
General Findings
Q3 CREATIVE BENCHMARKS
  We witness a higher ad engagement rate in Q3
across all our standard formats.
  Banners see a 14% higher ad engagement rate
and interstitials 8% higher than in Q2.
  Ad engagement rate for Expandable banner is
0.87%, 10% higher than in Q2 due to higher ad
engagement rate on tablet and desktop
expandables.
  Reveal banner’s ad engagement rate (1.75%)
outperforms both Banner (1.14%) and
Expandable banner (0.87%) ad engagement rate.
Q3 VIDEO BENCHMARKS
  User-initiated video completion rate (Banner:
49%, Expandable: 52%, Interstitial: 52%) is overall
8% higher than in Q2.
General Findings
Q3 BENCHMARKS BY DEVICE
Viewability is highest on Smartphone devices at 64%
IAB viewable rate (tablet IAB viewable rate is 54% and
desktop 45%).
  Ad engagement rate for expandables on desktop is
now 3.14%, 162% higher than in Q2 (Q2: 1.2%). This is
a reflection of more and more creatives using
mouseover as an engagement.
Q3 BENCHMARKS BY ENVIRONMENT
Creatives placed in web browser environment
tend to outperform those placed in-app in ad
engagement rate while average time spent on
ad unit is longer for in-app creatives.
General Findings
Q3 INDUSTRY BENCHMARKS
  Benchmarks this quarter include all verticals. We present
further metrics drilldown for nine most represented ones.
  Entertainment is the vertical with highest share of
impressions this quarter (19 percent).
  Best performance is observed for entertainment and
retail interstitials (both 4.4% ad engagement rate), CPG
banners (1.6% ad engagement rate) and entertainment
expandable banners (1.14% ad engagement rate).
  Automotive is the winner in Expanded unit engagement
rate this quarter with 12.9%.
Q3 FEATURE ENGAGEMENT RATES
  On a feature level, just like in Q2, branding &
presentation features have witnessed the
highest feature engagement rates (22.8%),
followed closely by gaming features at
21.6%.
Methodology
Q3 2015 BENCHMARKS INCLUDE A SAMPLE OF:
  All standard format type creatives (Premium DR banner and Rich Media)
  Formats: Banner, Expandable banner, Interstitial, Interscroller and Reveal banner
  All devices - smartphone, tablet and desktop
  All industries (we display top industries in this report)
  All eligible creatives (no test campaigns, creatives with over 50,000 requested
impressions in the given time period, no outliers)
  Media benchmarks only include Web SDK
  Video benchmarks only include user-initiated videos
More Information
10%
80%
Insights
celtra.com/insights80%
60%
48.6%
Celtra Demo
Ads
5.6%
6%
4.2%
4%
0%
celtra.com
Analytics Glossary
8%
2%
Website
1.2%
65.0%
celtra.com/analytics-glossary
51.8% 52.0%
sample.celtra.com/demo
celtra.com/gallery 40%
Facebook
facebook.com/celtra
20%
Twitter
0%
More Info
69.7%
60%
Ad Gallery
40%
69.3%
20%
@CeltraMobile
[email protected]
0%
© 2015 Celtra Inc. All rights reserved.