Where in November we shared the new benchmarks of 5 popular Rich Media formats [view here], today we look at the performance within the top 10 verticals (categories) of advertisers that deploy many Rich Media formats.
These benchmarks cover the period from January to September 2023 and are compared using three metrics:
- Click Through Rate (CTR)
- Engagement Rate – engagement in this case is all the user's intentional interactions (clicks, buttons, enlargements, video controls)
- Viewability Rate – according to the usual MRC standard (1 sec)
Metrics per vertical
Which categories, in which a lot of Rich Media is used, score high when it comes to CTR, Engagement and Viewability? You can see it in the table below.
If you have any questions about these figures or are specifically looking for certain metrics for your advertiser or advice on commonly used formats within the category, please get in touch.