6. Delivering the Same Display Message In-
Stream Still Generates 6X – 25X Interaction
& Click-through Rates
Branded & Interactive Overlays as well as In-Stream Takeovers perform over 6X than
their rich media and flash display counterparts
In-Stream Takeovers with their larger branding area can perform up to 4X better than
the smaller overlay formats with as much as a 43% lower close rate
Avg. Close Engagement Doubleclick
CTR Rate Rate Benchmarks 2010*
Flash 728x90
Branded Overlay .49% 29.9% N/A
.08% CTR
Rich Media 728x90
Interactive .06% CTR
1.47% 22.6% 19.77%
Overlays Expanded Non-Video
2.74% Interaction Rate**
In-Stream Rich Media 336x280
2.30% 17.1% N/A
Takeover .13% CTR
Source: *Doubleclick Benchmarks, 2010: http://www.google.com/adwords/watchthisspace/tools/
**http://www.google.com/adwords/watchthisspace/tools/#methodology-and-definitions
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