2012 In-Stream Video Ad Benchmarks Show Format’s Continued Strength

PointRoll has released data [pdf] from its upcoming 2012 Benchmark Report, revealing that in-stream video ads achieved an average click-through rate (CTR) of 0.62% last year, far outpacing mobile (0.15%), rich media (0.14%) and standard banner (0.1%) ads. The findings support a similar conclusion reached earlier this year by DG MediaMind, which also found in-stream video ads to outperform those other formats, though with vastly different benchmark figures. (The DG MediaMind report put the US benchmark CTR for in-stream video at 1.11%, and mobile at 0.88%). (more…)