Digital Media Buzz > Interactivity Over Clicks: Rich Media Benchmarks in Social Media

Interactivity Over Clicks: Rich Media Benchmarks in Social Media

By Lotame Solutions

This report details aggregate trends in the social media space observed on the Lotame Co-op over the past year. The Lotame Co-op is a collection of over 250 publishers with a significant number of publishers in the mid- and long-tail of the social media space. This report is focused on social media publishers in the Lotame Co-op who, on average, tend to provide lower click-through rates for banner and display advertising, even those employing rich media.

The data in this report is based on over one hundred campaigns using rich media banner advertisements from over thirty advertisers and billions of ad impressions. These metrics can be used not only to gauge the success of a campaign in social media, but also to demonstrate where user behavior in the social media space is fundamentally different from behavior on non-social sites. Each section of this paper will focus on a particular metric of success.

Through each, we’ll focus on how the choice of creative format affected performance for that metric and compare the  benchmarks in social media to those published by DoubleClick in their “Creative Insights on Rich Media” research report, noting differences where significant. Finally, we’ll conclude the report with recommendations on how future campaigns can make the best use of this information.

It is our hope that this paper will demonstrate definitively that there is value beyond the click in the social media space. For best results, advertisers should set clear, achievable performance goals for their campaigns that are in-line with their overarching campaign goals prior to campaign launch, and focus on the metrics that speak to those goals, while aiming to beat industry benchmarks for those metrics.

To download this white paper, click here.