estudio de mediamind buenas prácticas para crear un anuncio online inteligente
DESCRIPTION
El nuevo estudio de MediaMind muestra cómo mejorar significativamente los resultados de un anuncio online e identifica las mejores prácticas para ayudar a los anunciantes a crear campañas de publicidad digital más eficacesTRANSCRIPT
® 2011 MediaMind Inc. All rights reserved.
Índices de referencia de MediaMind
¿Qué es lo que hace que un anuncio sea inteligente?
7 buenas prácticas para crearun anuncio inteligente
2
7 buenas prácticas para crear un anuncio inteligente
2
7 buenas prácticas para crear un anuncio inteligente
Dwell, la manera inteligente de medir resultados
Crear anuncios más inteligentes
Resumen de índices de referencia
Regional Benchmarks
Country Benchmarks
MediaMind Verticals Definitions
MediaMind Metrics Definitions
Table of Contents3
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Australia & new Zealand
East Asia
Europe
Latin America
Argentina
Australia
Austria
Belgium
Brazil
Canada
Chile / China
Colombia / Cyprus
Denmark
Dubai
Finland
France
Germany
Middle East & Africa
North America
South Asia
Greece / Hong Kong
Hungary / India
Indonesia / Ireland
Israel
Italy
Japan / Korea
Malaysia
Mexico
Netherlands
New Zealand
Norway / Pakistan
Philippines / Poland
Portugal
Romania / Russia
Singapore
South Africa
Spain
Sweden
Switzerland
Taiwan
Thailand
Turkey
UK
United States
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7 buenas prácticas para crear un anuncio inteligente
7 buenas prácticas para crear un anuncio inteligente
1 Usa vídeoEl vídeo atrae más usuarios a tu anuncio y hace que pasen más tiempo con él.
2Haz que tu anuncio se inicie automáticamenteUn vídeo iniciado automáticamente destaca más entre el contenido de la página y aumenta la implicación.
3Ajusta el anuncio al contenido de la páginaLos anuncios junto a contenidos relevantes logran mejores resultados que los anuncios situados en espacios non-premium o redes sociales.
4Usa formatos enriquecidos y más visibles para la publicidadLas pausas publicitarias alcanzan una alta atención, mientras que los anuncios expandibles mantienen a los usuarios implicados durante más tiempo.
5Usa anuncios sincronizadosLa creatividad integrada alcanza un Dwell Rate más alto que colocar simplemente dos anuncios por separado en una página web.
6Aprovecha la optimización creativa dinámicaLa optimización automática, incluida en Smart Versioning, mejora los resultados sirviendo la mejor creatividad en todas las impresiones.
7Añade Ad Exchange a las compras de espacio publicitarioDe este modo se reducen los costes y se incrementan las conversiones al alcanzar el público objetivo a través de compras en el mercado Ad Exchange (bolsa de anuncios).
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7 buenas prácticas para crear un anuncio inteligente
Para comprender el efecto de la marca sobre anuncios, debemos medir la implicación. Para medir la eficacia de la marca, MediaMind utiliza dos métricas: Dwell Rate y la Average Dwell Duration. La Dwell Rate mide la proporción de impresiones de Rich Media que se han activado intencionadamente mediante una tecla, interacción o clic. La Average Dwell Duration se mide en segundos por los usuarios implicados. En ambos casos, se excluyen los Dwells no intencionados que duran menos de un segundo.
El Dwell proporciona una estimación de la proporción de las impresiones que los usuarios han visto con alta probabilidad. Estos tienden a seguir el movimiento del cursor del ratón con los ojos. El Dwell mide la proporción de las impresiones que registraron un contacto significativo, de más de un segundo, con el cursor del ratón. Aunque pueda haber usuarios que hayan visto los anuncios sin tocarlos con el ratón, el Dwell permite determinar el número de usuarios que con alta probabilidad han visto el anuncio.
Además, un estudio realizado por MediaMind, Microsoft Advertising y comScore revela que el Dwell realmente tiene un efecto sobre la métrica de marca. Los resultados del estudio conjunto indican que los usuarios que estaban expuestos a campañas con un Dwell alto son tres veces más propensos a buscar palabras claves relacionadas con la marca que los usuarios que han visto una campaña con un Dwell bajo. Asimismo, las campañas con un Dwell elevado aumentan el tráfico en la web del anunciante en un 69% y la implicación con la marca, lo que incrementa las visitas a la página y el tiempo de permanencia en ella.1
Dwell, la manera inteligente de medir resultados
1 Puedes descargar el informe en: http://advertising.microsoft.com/europe/dwell-on-branding
Rich Media sin vídeo Rich Media sin vídeoRich Media con vídeo Rich Media con vídeo
Dwell Rate Average Dwell Duration (s)
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7 buenas prácticas para crear un anuncio inteligente
Crear anuncios más inteligentesNo todos los anuncios se crean de la misma manera. Una de las preguntas que los anunciantes se plantean es cómo mejorar los resultados de sus campañas de marca online. Para encontrar una respuesta y descubrir lo que funciona mejor, analizamos aproximadamente 300.000 anuncios creativos y más de 100.000 millones de impresiones. Es cierto que no existe una fórmula mágica y el éxito depende en gran medida de la ejecución creativa de la campaña, pero hay algunas simples reglas generales que los anunciantes deberían tener en cuenta a la hora de crear anuncios más inteligentes y aumentar la implicación.
1. Usa vídeo
El vídeo tiene dos efectos sobre el usuario:
• Atrae la atención del usuario hacia anuncios dinámicos desviándola del contenido de la página web de la editorial online, que principalmente consta de texto.
• Permite que el usuario dedique más rato al anuncio, por lo que aumenta el tiempo de retención del usuario.
La incorporación de un vídeo al anuncio creativo es un método simple pero eficaz para conseguir que el usuario se implique más con el anuncio. Un estudio llevado a cabo entre todos los anunciantes de MediaMind entre el tercer trimestre de 2010 y el segundo trimestre de 2011 demuestra que la publicidad que utiliza vídeos aumenta, en términos medios, la atención hacia el anuncio en un 22%, incrementando el Dwell Rate del 5,2% al 6,3%. Además, la retención, es decir la Average Dwell Duration, asciende de 48 a 53 segundo, una subida del 11%.
Fuente: MediaMind Research, 2011.
Gráfico 1: Rendimiento del Dwell con vídeos creativos
Banner expandible
Polite Banner
Iniciado automáticamente
Iniciado automáticamente
Iniciado por el usuario
Iniciado por el usuario
Dwell Rate Average Dwell Duration (s) Click Through Rate
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7 buenas prácticas para crear un anuncio inteligente
Gráfico 2: Rendimiento de vídeos iniciados automáticamente y por el usuario
Fuente: MediaMind Research, 2011.
Esto tiene sentido ya que el vídeo que se inicia automáticamente es más visible para el usuario. En los banners expandibles el vídeo queda ocultado a menudo por el panel. Por consiguiente, el usuario no lo puede percibir a primera vista. Una buena práctica sería tener un vídeo sencillo en primer plano y permitir al usuario reproducir una versión de alta calidad después de expandir activamente el banner.
2. Haz que tu vídeo se inicie automáticamente
Si se utiliza un vídeo en una campaña online, conviene que este se inicie automáticamente, en lugar de esperar que lo active el usuario. Según el estudio de MediaMind, los vídeos de inicio automático alcanzan niveles más elevados de Dwell Rate y tasa de clics (CTR), en comparación con banners expandibles y banners corteses (polite banners). En lo que concierne a la Average Dwell Duration, los resultados son dispares.
Ave
rage
Dw
ell D
urat
ion
(s)
Dwell Rate
Tasa de clics
IM
Juegos
Estilo de vida
EntretenimientoPágina inicial
Tecnología
Viajes
Redes sociales
Tiempo
Música
Promedio
PromedioCoches
Finanzas
Correo
Mapas
ROS
Niños
DeportesRON
NoticiasSalud y belleza
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7 buenas prácticas para crear un anuncio inteligente
Fuente: MediaMind Research, 2011 Global
Gráfico 3: Dwell según el entorno y la ubicación del anuncio
3. Ajusta el anuncio al contenido de la página
Hemos notado que un anuncio en medio de un contenido relevante consigue mejores resultados. Entornos como por ejemplo música, entretenimiento, finanzas, páginas iniciales, tecnología y niños suelen alcanzar niveles más altos de Dwell Rate, Dwell Time medio y CTR que entornos más generales tales como RON (Run of Network), ROS (Run of Site) y redes sociales. Estas diferencias en el rendimiento se explican básicamente por tres razones
• El contenido es un indicador muy eficaz del interés. Las personas que frecuentan páginas con temas financieros sin duda están más interesadas por productos financieros, igual que los visitantes de páginas con contenido técnico son más propensos de comprar nuevos artilugios.
• Los usuarios tienden a pasar más tiempo en páginas con contenido relevante, en comparación con contenidos más generales, y cuanto más tiempo pasan hojeando el contenido del soporte, más probable es que vean el anuncio y se impliquen con él. Es posible que en general las personas estén mucho tiempo conectadas a redes sociales, entrando y saliendo varias veces cada día, pero no se quedan mucho rato en la misma página.
• Los anuncios en páginas con contenido relevante son más oportunos, ya que transmiten su mensaje a usuarios que están consumiendo contenido de la misma materia y por ello son más receptivos al mensaje de la marca.
Por lo tanto, conviene posicionar anuncios en formato Rich Media en páginas con contenido relevante, en vez de páginas non-premium con temas más generales. El contenido relevante impulsa la implicación y los clics, por lo que su anuncio creativo resulta más efectivo.
Tasa de clics
Ave
rage
Dw
ell D
urat
ion
(s)
Dwell Rate
IM
Skin
Overlay
Polite Banner
Amplificador de vídeo
Homepage Takeover
Anuncio emergente
Banner expandible
Eyeblaster TV
Push Down Banner
Pausa publicitariaAnuncio flotante
Single Expandable
Peelback
Sidekick
Average
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7 buenas prácticas para crear un anuncio inteligente
Fuente: MediaMind Research, 2011 Global
Gráfico 4: Dwell según el formato publicitario
4. Usa formatos enriquecidos y más visibles para la publicidad
Diferentes formatos publicitarios pueden tener fines distintos, dependiendo de los objetivos de la campaña. Por ejemplo, formatos como homepage takeover, banner expandible, peelback banner y amplificador de vídeo son muy útiles para retener al usuario. Estos anuncios son pequeños al principio pero crecen y crean un lienzo para los usuarios que se interesen por ellos. Este formato de mayor tamaño permite incluir más contenido en el anuncio, lo que aumenta la Average Dwell Duration ya que hace que el usuario dedique más tiempo al banner y tenga una gran experiencia.
Las pausas publicitarias así como los anuncios flotantes y superpuestos (overlays) crean una experiencia ligeramente diferente. Estos anuncios tienen un impacto muy fuerte y acaparan una gran atención de los usuarios, lo que eleva la Dwell Rate. Una proporción relativamente alta de los usuarios sitúa el cursor del ratón sobre estos banners por más de un segundo, lo que permite suponer que han reconocido el mensaje de la publicidad. No obstante, estos formatos presentan una Average Dwell Duration más baja y, por consiguiente, ofrecen una retención inferior.
Dwell Rate
Click Through Rate
Dwell Duration (Sec)
Anuncios regulares
Anuncios regulares
Anuncios regulares
Anuncios sincronizados
Anuncios sincronizados
Anuncios sincronizados
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7 buenas prácticas para crear un anuncio inteligente
Fuente: MediaMind Research, 2011.
Gráfico 5: Dwell para anuncios sincronizados
5. Usa anuncios sincronizados
Hay un método de desviar la atención del contenido del soporte y aumentar la visibilidad sin ser intrusivo. Los anuncios sincronizados ocupan dos posiciones diferentes y crean una experiencia unificada. Una de las ventajas importantes aportadas por los anuncios sincronizados es que el total es más que la suma de sus partes; los dos banners pueden interactuar entre sí y, de esta manera, ocupan una mayor parte de la página que un lienzo para transmitir el mensaje.
Un análisis de miles de anuncios sincronizados muestra que una mayor visibilidad aumenta la Dwell Rate y la tasa de clics para cada uno de los anuncios creativos. Por lo tanto, los anuncios sincronizados alcanzan valores más altos de Dwell Rate y CTR que la simple colocación de dos anuncios regulares en la misma página. La Average Dwell Duration suele repartirse entre los dos anuncios y, por ende, es más baja.
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7 buenas prácticas para crear un anuncio inteligente
Dwell Rate Dwell Duration (Sec)
Otros OtrosOptimización automática
Optimización automática
Fuente: MediaMind
Gráfico 6: Dwell con optimización automática
6. Aprovecha la optimización creativa dinámica
La optimización creativa, incluida en Smart Versioning, permite a los anunciantes aprovechar la sabiduría de su público para encontrar mejores anuncios creativos que impliquen a los usuarios. Comparando constantemente los resultados de cada versión del anuncio y ofreciendo la mejor al usuario, la optimización creativa contribuirá a una máxima eficacia de los anuncios.
Se trata de un algoritmo de aprendizaje realimentado continuamente por las acciones de los usuarios al interactuar con la campaña. El algoritmo cambia la creatividad en función de las respuestas que recibe de los usuarios, y puede visualizar las versiones de los anuncios creativos que registran con mayor probabilidad clics, conversiones, interacciones o Dwell.
La optimización creativa ayuda a los anunciantes porque ya no tienen que adivinar qué creatividad es la mejor o qué imagen, copia o fuente conviene tener en cuenta. Los anunciantes pueden cargar todas sus ideas creativas y dejar que el algoritmo entregue las versiones que generen más respuestas entre los usuarios en un momento determinado.
La optimización creativa también puede distinguir diferencias minúsculas entre versiones similares. Tomemos a modo de ejemplo dos llamadas a una acción: “Haga clic aquí para recibir un descuento de un dólar” y “Haga clic aquí para recibir un descuento del 10%.” Aunque ambas pueden ser económicamente equivalentes, es posible que una genere más clics que la otra. Sin la optimización creativa, por el tiempo que pierde al elegir la versión que funcione mejor, puede ser demasiado tarde para conseguir un impacto significativo sobre el rendimiento global de la campaña. Sin embargo, con la optimización creativa, el algoritmo puede seleccionar la versión más eficaz. Por lo tanto, los anunciantes pueden reducir el riesgo de presentar anuncios creativos ineficaces y adoptar una estrategia más audaz e innovadora de publicidad online.
Como se puede ver, la optimización creativa puede mejorar considerablemente los resultados de una campaña. Un análisis de campañas con optimización creativa revela que estas lograron un incremento del 6% de la Dwell Rate y del 10% en la Average Dwell Duration en comparación con banners estándares.
Ad Exchange Otros espacios non-premium
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7 buenas prácticas para crear un anuncio inteligente
En resumen, las campañas basadas en comercio inteligente lograron una tasa de clics del 0,03% en Europa y Norteamérica.
En el mercado competitivo de la publicidad digital, los anunciantes tienen que invertir su valioso dinero de manera inteligente. Las siete reglas expuestas son métodos probados para mejorar el rendimiento y obtener más de cada impresión servida.
7. Añade Ad Exchange a las compras de espacio publicitario
Dirigirse a los usuarios a través del mercado Ad Exchange puede ser una excelente manera de aumentar el ROI y reducir los costes por conversión. Las compras de inventario publicitario a través de Ad Exchange permiten a los anunciantes llevar a cabo campañas dirigidas solamente a unos usuarios concretos, en vez de difundir la publicidad por páginas tradicionales y rezar para que funcione (spray & pray). Además, la licitación puede reducir los costes de los espacios publicitarios en comparación con las páginas premium.
He aquí un ejemplo de cómo una empresa de entretenimiento de la lista Fortune 500 consiguió reducir los costes por conversión. El objetivo de la campaña era contratar a solicitantes de trabajo con habilidades concretas y recibir un máximo de solicitudes completadas a un coste mínimo.
El cliente optimizó, a través de su agencia, Bernard Hodes Group, el alcance y los resultados de su compra de espacios publicitarios non-premium adquiriendo espacio adicional a través de Ad Exchange y apuntando hacia usuarios concretos. El resultado fue fenomenal: el espacio comprado a través de Ad Exchange resultó más rentable que cualquier otro, alcanzando el número más alto de conversiones y reduciendo el coste por conversión en un 58% en relación con otras compras non-premium.
Source: MediaMind Research, 2011 Global.
Gráfico 7: Comparación de costes por conversión
Banner éstandar
Comercio al por menor
Telecomunicaciones
Salud y belleza
Entretenimiento
Deportes
Coches
Juegos
Electrónica
Trabajo
Bienes de consumo
Tecnología/Internet
Viajes
Apparel
Noticias/medios
Services
Finanzas
Corporativo
Administración Pública/suministro
Gastronomía
Salud
B2B
Rich Media
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7 buenas prácticas para crear un anuncio inteligente
Fuente: MediaMind Research, 2011.
CTR by Vertical
Resumen de índices de referenciaEste documento contiene los índices de referencia correspondientes al rendimiento medio según mercado, formato publicitario, tamaño y sector, para ayudar a los anunciantes a medir los resultados de sus campañas y a compararlos con los resultados de sus competidores. Los índices de referencia se basan en datos recopilados entre el tercer trimestre de 2010 y el segundo trimestre de 2011.
En cuanto a la tasa de clics, Rich Media suele rendir tres veces más que los banners estándares. Los sectores con la tasa de clics más alta son comercio al por menor, telecomunicaciones y salud y belleza. Los sectores donde destacan los banners estándares por su alto rendimiento son: tecnología e Internet, noticias y medios de comunicación y textil.
La única finalidad de estos índices de referencia es servir de orientación para el rendimiento. Las campañas a las que se refieren estos índices pueden tener objetivos distintos, y es posible que cada sector contenga diferentes tamaños e implementaciones. Por lo tanto, los anunciantes deberían utilizar esta información como referencia, y no para medirse a sí mismo.
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Res
earc
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plea
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Verticals
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Med
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Res
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10 -
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Hea
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Med
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For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
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ind
repr
esen
tativ
e or
em
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s at
info
@m
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min
d.co
m
Spo
rtsTe
ch/In
tern
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leco
mTr
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Med
iaM
ind
Res
earc
h, Q
4 20
10 -
Q3
2011
Formats Verticals
App
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Hea
lth/B
eaut
yM
edic
alN
ews/
Med
iaR
esta
uran
t
Expa
ndab
le M
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s
Ret
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Ser
vice
s
Aut
oB
2BC
aree
rs
14
7 buenas prácticas para crear un anuncio inteligente
Imp.
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----
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Dat
a So
urce
Mar
ket D
efin
ition
--D
enot
es in
appl
icab
le m
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or i
nsuf
ficia
nt d
ata.
Ben
chm
arks
for E
urop
e –
Q4
2010
- Q
3 20
11Pe
rfor
man
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
rtic
al)
Bas
ic M
etric
sA
uto
Initi
ated
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eo M
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ser I
nitia
ted
Vide
o M
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pand
able
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tiliti
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tria,
Bel
gium
, Den
mar
k, C
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erm
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Gre
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Hun
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Rom
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, Rus
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Spa
in, S
wed
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witz
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nd U
K.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
@m
edia
min
d.co
m
Spo
rtsTe
ch/In
tern
etTe
leco
mTr
avel
Med
iaM
ind
Res
earc
h, Q
4 20
10 -
Q3
2011
Formats Verticals
App
arel
Hea
lth/B
eaut
yM
edic
alN
ews/
Med
iaR
esta
uran
t
Expa
ndab
le M
etric
s
Ret
ail
Ser
vice
s
Aut
oB
2BC
aree
rs
15
7 buenas prácticas para crear un anuncio inteligente
Imp.
with
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ns R
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l Rat
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ser A
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Rat
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A
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Rat
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R
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Avg
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----
----
----
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----
----
----
----
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----
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----
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111.
3
Imp.
with
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l Rat
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----
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----
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----
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----
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----
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Dat
a So
urce
Mar
ket D
efin
ition
--D
enot
es in
appl
icab
le m
etric
or i
nsuf
ficia
nt d
ata.
Ric
h M
edia
Ben
chm
arks
for L
atin
Am
eric
a –
Q4
2010
- Q
3 20
11Pe
rfor
man
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
rtic
al)
Bas
ic M
etric
sA
uto
Initi
ated
Vid
eo M
etric
sU
ser I
nitia
ted
Vide
o M
etric
sEx
pand
able
Met
rics
Stan
dard
Ban
ner
0.13
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14%
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12%
0.14
%
Formats
Expa
ndab
le B
anne
r0.
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0.43
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39%
0.29
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Polit
e B
anne
r0.
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0.13
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17%
0.17
%
Floa
ting
Ad
1.39
%
Bas
ic M
etric
sA
uto
Initi
ated
Vid
eo M
etric
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ser I
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Vide
o M
etric
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pand
able
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rics
Push
Dow
n B
anne
r0.
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Aut
oB
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Cor
pora
teE
lect
roni
cs
Latin
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eric
a m
arke
t inc
lude
s B
rasi
l, C
hile
, Mex
ico,
Col
ombi
a an
d A
rgen
tina.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
@m
edia
min
d.co
m
Tech
/Inte
rnet
Tele
com
Trav
el
Verticals
App
arel
Med
iaM
ind
Res
earc
h, Q
4 20
10 -
Q3
2011
Hea
lth/B
eaut
yM
edic
alN
ews/
Med
iaR
esta
uran
tR
etai
lS
ervi
ces
Ent
erta
inm
ent
Gam
ing
Gov
ernm
ent/U
tiliti
es
16
7 buenas prácticas para crear un anuncio inteligente
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Ric
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chm
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for M
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e Ea
st &
Afr
ica
– Q
4 20
10 -
Q3
2011
Perf
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Form
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s
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
@m
edia
min
d.co
m
Spo
rtsTe
ch/In
tern
etTe
leco
mTr
avel
Verticals
App
arel
Med
iaM
ind
Res
earc
h, Q
4 20
10 -
Q3
2011
Hea
lth/B
eaut
yM
edic
alN
ews/
Med
iaR
esta
uran
t
17
7 buenas prácticas para crear un anuncio inteligente
Imp.
with
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tera
ctio
ns R
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IRD
wel
l Rat
eU
ser A
vera
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l Tim
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Med
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Expa
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s
Ret
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Ser
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Aut
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2BC
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7 buenas prácticas para crear un anuncio inteligente
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For m
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abou
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ind
Res
earc
h,
plea
se c
onta
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s at
info
@m
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min
d.co
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Spo
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tern
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leco
mTr
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Verticals
App
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Med
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4 20
10 -
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2011
Hea
lth/B
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edic
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Med
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t
19
7 buenas prácticas para crear un anuncio inteligente
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iaM
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earc
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plea
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Med
iaM
ind
Res
earc
h, Q
4 20
10 -
Q3
2011
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
@m
edia
min
d.co
m
Aut
o In
itiat
ed V
ideo
Met
rics
Use
r Ini
tiate
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deo
Met
rics
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ench
mar
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tria
– Q
4 20
10 -
Q3
2011
Perf
orm
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Met
rics
(By
Form
at, S
ize
and
Vert
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)
Bas
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sA
uto
Initi
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Vid
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ser I
nitia
ted
Vide
o M
etric
sEx
pand
able
Met
rics
Formats
Ric
h M
edia
Stan
dard
Ban
ner
22
7 buenas prácticas para crear un anuncio inteligente
Imp.
with
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Dat
a So
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--D
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appl
icab
le m
etric
or i
nsuf
ficia
nt d
ata.
plea
se c
onta
ct y
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ocal
Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
@m
edia
min
d.co
m
Verticals
App
arel
Tele
com
Trav
el
Hea
lth/B
eaut
yN
ews/
Med
iaR
esta
uran
tR
etai
lS
ervi
ces
Gam
ing
Gov
ernm
ent/U
tiliti
es
B2B
Aut
o
Med
iaM
ind
Res
earc
h, Q
4 20
10 -
Q3
2011
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
Cor
pora
teE
lect
roni
csE
nter
tain
men
t
Expa
ndab
le M
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s
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Dow
n B
anne
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anne
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22%
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Use
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tiate
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rics
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Ric
h M
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chm
arks
for B
elgi
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Q4
2010
- Q
3 20
11Pe
rfor
man
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s (B
y Fo
rmat
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d Ve
rtic
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Bas
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Formats
Expa
ndab
le S
trip
23
7 buenas prácticas para crear un anuncio inteligente
Imp.
with
In
tera
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ns R
ate
IRD
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l Rat
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vera
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----
----
----
----
----
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Dat
a So
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--D
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es in
appl
icab
le m
etric
or i
nsuf
ficia
nt d
ata.
Verticals
App
arel
Tech
/Inte
rnet
Tele
com
Hea
lth/B
eaut
yM
edic
alN
ews/
Med
iaR
esta
uran
tR
etai
lS
ervi
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Gam
ing
Gov
ernm
ent/U
tiliti
es
B2B
Cor
pora
teE
lect
roni
cs
Med
iaM
ind
Res
earc
h, Q
4 20
10 -
Q3
2011
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
@m
edia
min
d.co
m
Trav
el
Ent
erta
inm
ent
Expa
ndab
le M
etric
sPu
sh D
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Ban
ner
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%
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r0.
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%0.
15%
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%
Use
r Ini
tiate
d Vi
deo
Met
rics
Bas
ic M
etric
sA
uto
Initi
ated
Vid
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s
Aut
o
0.44
%
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ndab
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anne
r0.
32%
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Ric
h M
edia
Ben
chm
arks
for B
razi
l – Q
4 20
10 -
Q3
2011
Perf
orm
ance
Met
rics
(By
Form
at, S
ize
and
Vert
ical
)
Bas
ic M
etric
sA
uto
Initi
ated
Vid
eo M
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Vide
o M
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pand
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Met
rics
Stan
dard
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ner
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0.11
%
Formats
Floa
ting
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3 20
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For m
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rmat
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t Med
iaM
ind
Res
earc
h,
plea
se c
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repr
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Min
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Q4
2010
- Q
3 20
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For m
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abou
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ind
Res
earc
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plea
se c
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2010
- Q
3 20
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For m
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info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
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tativ
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em
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s at
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m
Aut
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3 20
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For m
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rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
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repr
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s at
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ind
Res
earc
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plea
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s at
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- Q
3 20
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For m
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info
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t Med
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Res
earc
h,
plea
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s at
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earc
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plea
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37
7 buenas prácticas para crear un anuncio inteligente
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Min
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Q4
2010
- Q
3 20
11
For m
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info
rmat
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abou
t Med
iaM
ind
Res
earc
h,
plea
se c
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repr
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s at
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Res
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plea
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or i
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M
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Min
d R
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Q4
2010
- Q
3 20
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For m
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info
rmat
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abou
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iaM
ind
Res
earc
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plea
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repr
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em
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s at
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min
d.co
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M
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Min
d R
esea
rch,
Q4
2010
- Q
3 20
11
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
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repr
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tativ
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em
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s at
info
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min
d.co
m
Aut
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2BC
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rs
Verticals
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Spo
rtsTe
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tern
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2010
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3 20
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s (B
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or i
nsuf
ficia
nt d
ata.
M
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Min
d R
esea
rch,
Q4
2010
- Q
3 20
11
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
iaM
ind
repr
esen
tativ
e or
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ail u
s at
info
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edia
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2B
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tiliti
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Verticals
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M
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Min
d R
esea
rch,
Q4
2010
- Q
3 20
11
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
our l
ocal
Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
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edia
min
d.co
m
Formats Verticals
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Tele
com
Trav
el
Hea
lth/B
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M
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Min
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Q4
2010
- Q
3 20
11
For m
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info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
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Med
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repr
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tativ
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edia
min
d.co
m
Formats Verticals
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M
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Min
d R
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rch,
Q4
2010
- Q
3 20
11
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
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Med
iaM
ind
repr
esen
tativ
e or
em
ail u
s at
info
@m
edia
min
d.co
m
Formats Verticals
App
arel
Tech
/Inte
rnet
Tele
com
Trav
el
Hea
lth/B
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rmat
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earc
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plea
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3 20
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t Med
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Res
earc
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Min
d R
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2010
- Q
3 20
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For m
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info
rmat
ion
abou
t Med
iaM
ind
Res
earc
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plea
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Med
iaM
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repr
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info
@m
edia
min
d.co
m
Aut
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2B
Ele
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Ent
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inm
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Verticals
App
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M
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Min
d R
esea
rch,
Q4
2010
- Q
3 20
11
For m
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info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
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Med
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repr
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s at
info
@m
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min
d.co
m
Aut
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2B
Cor
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cs
Verticals
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Tech
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info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
onta
ct y
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repr
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tativ
e or
em
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s at
info
@m
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min
d.co
m
Ent
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inm
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Gov
ernm
ent/U
tiliti
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Med
iaM
ind
Res
earc
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4 20
10 -
Q3
2011
Use
r Ini
tiate
d Vi
deo
Met
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Verticals
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Tech
/Inte
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com
Trav
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Hea
lth/B
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man
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Floa
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Ad
54
7 buenas prácticas para crear un anuncio inteligente
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appl
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le m
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or i
nsuf
ficia
nt d
ata.
M
edia
Min
d R
esea
rch,
Q4
2010
- Q
3 20
11
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Res
earc
h,
plea
se c
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our l
ocal
Med
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repr
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info
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min
d.co
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Formats Verticals
App
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Ben
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- Q
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11Pe
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man
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sEx
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55
7 buenas prácticas para crear un anuncio inteligente
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Dat
a So
urce
--D
enot
es in
appl
icab
le m
etric
or i
nsuf
ficia
nt d
ata.
M
edia
Min
d R
esea
rch,
Q4
2010
- Q
3 20
11
For m
ore
info
rmat
ion
abou
t Med
iaM
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Res
earc
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se c
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ocal
Med
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ail u
s at
info
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edia
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d.co
m
Verticals
App
arel
Spo
rtsTe
ch/In
tern
etTe
leco
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avel
Hea
lth/B
eaut
yM
edic
alN
ews/
Med
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tR
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ervi
ces
Aut
oB
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Gov
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tiliti
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Cor
pora
teE
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roni
csE
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tain
men
t
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ing
Expa
ndab
le M
etric
sB
asic
Met
rics
Aut
o In
itiat
ed V
ideo
Met
rics
Use
r Ini
tiate
d Vi
deo
Met
rics
Car
eers
Push
Dow
n B
anne
r0.
15%
Polit
e B
anne
r0.
10%
0.09
%0.
08%
0.08
%
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ndab
le S
trip
0.07
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oatin
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--Ex
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ner
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ich
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ia
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mer
cial
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ak
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chm
arks
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nite
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ates
– Q
4 20
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2011
Perf
orm
ance
Met
rics
(By
Form
at, S
ize
and
Vert
ical
)
Bas
ic M
etric
sA
uto
Initi
ated
Vid
eo M
etric
sU
ser I
nitia
ted
Vide
o M
etric
sEx
pand
able
Met
rics
Stan
dard
Ban
ner
0.08
%0.
08%
0.08
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07%
Formats
56
7 buenas prácticas para crear un anuncio inteligente
Vertical Definition
ApparelManufactures and retailers specializing in apparel. Typically includes manufacturers and retailers whose main business is fashion, clothing, shoes and sports shoes, accessories and jewelry.
Auto
Products and Services related to the auto industry. Typically includes manufacturers of cars, trucks and motorcycles, car dealerships, traders and buying guides, car rental agencies, car repair shops, car part manufacturers, other auto service providers and gas stations. Does not include auto insurance (included in Financial).
B2BProducts and services marketed primarily to corporations. Typically, such products are not suited for individual consumers. For example, commodities or enterprise solutions.
Career Job postings and resume services.
Consumer Packaged GoodsProducts that are sold in retail stores such as supermarkets and convenience stores. Typically includes food, pet supplies, tobacco, alcoholic and non-alcoholic beverages. Does not include toiletries, personal care and cosmetics (included in Health/Beauty).
CorporateCorporate awareness and branding. Typically campaigns aimed at increasing the corporate brand awareness rather than the awareness of a specific product. Usually these campaigns mention the name of the company, while not mentioning any of its brands.
ElectronicsElectronic products such as TVs and home cinema systems, DVDs, stereos, MP3 players and cell phone devices. Does not include computers and peripherals (included in Tech/Internet).
EntertainmentProviders of entertainment services. Typically includes movies and movie studios, TV shows and channels, music albums and concerts, museums and amusement parks. Does not include books and magazines (included in News/Media).
FinancialServices and products related to the financial and insurance industries. Typically includes banks, mortgages, car loans, investment firms, consumer credit, credit cards and insurance companies.
GamingConsoles, PC games and their byproducts, retail and online gaming. Typically includes video and computer games, game consoles, casinos and lottery.
Government/UtilitiesGovernment agencies and utilities. Typically includes government offices, anti-smoking campaigns, election campaigns, electricity and water. Does not include Telecom (included in Telecom).
Health/BeautyProducts and services for personal care. Typically includes cosmetics, dietary supplements, toiletries, perfume, personal hygiene and hair care. Does not include prescription on over-the-counter medications (included in Medical).
MedicalPrescription and over-the-counter medication. Does not include physician services, clinics and hospitals (included in Services).
News/MediaCompanies providing news, print and radio broadcasting services. Typically includes radio stations, newspapers, magazines and books. Excludes TV channels and shows (included in Entertainment).
RestaurantProviders of dining services. Typically includes casual dining and fast food chains. Does not include food items (included in Consumer Packaged Goods).
Retail
Brick and mortar retailers and online retailers. Campaigns aimed at pulling people to the store rather than to promote a specific product or service. Typically includes department stores, home improvement stores, electronic stores, supermarkets, book stores and furniture stores. Does not include apparel retailers (included in Apparel).
ServicesProviders of miscellaneous services such as education, non-profit organizations and health-care services. Typically includes universities and colleges, associations, hospitals and clinics. Does not include medical insurance (included in Financial).
SportsSports related goods and services. Typically includes sporting equipment, leagues and competitions, games and events, and sport accessories. Excludes sports shoes and apparel (included in Apparel).
Tech/InternetComputer hardware, software and internet. Typically includes desktop and laptop computers, software, peripherals and Internet companies. Excludes Internet service providers (included in Telecom).
TelecomTelephony and data service providers. Typically includes land-line phone providers, cell phone providers, cable companies and internet service providers. Excludes cell phone device manufacturers (included in Electronics), and cell phone software providers (included in Tech/Internet).
TravelTravel and tourism related services. Typically includes hotels, airlines, transportation, travel agencies and tourism boards. Excludes car rental agencies (included in Auto).
Other Products and services that do not fall into any other category.
MediaMind Verticals Definitions
57
7 buenas prácticas para crear un anuncio inteligente
Met
ricW
hat d
oes i
t mea
sure
?Ho
w sh
ould
it b
e us
ed?
Impr
essi
ons w
ith A
ny
Inte
ract
ion
Rate
The
num
ber o
f im
pres
sions
with
at l
east
one
inte
ract
ion
out o
f the
tota
l num
ber o
f ser
ved
impr
essio
ns.
Impr
essio
ns w
ith m
ultip
le in
tera
ctio
ns a
re a
ccou
nted
for o
nly
once
. In
tera
ctio
ns a
re d
efin
ed a
s clic
ks,
open
ing
(exp
andi
ng) a
pan
el, F
lash
mov
ie re
play
, vid
eo m
ute,
vid
eo so
und
on, v
ideo
pau
se, f
ull s
cree
n vi
deo
mod
e st
art /
pau
se /
end
or o
ther
use
r-de
fined
Inte
ract
ions
.
To q
uant
ify h
ow m
any
of th
e se
rved
impr
essio
ns w
ere
inte
ract
ed w
ith.
Inte
ract
ion
Rate
(IR)
The
tota
l num
ber o
f int
erac
tions
out
of t
he to
tal n
umbe
r of s
erve
d im
pres
sions
. Im
pres
sions
with
mul
tiple
in
tera
ctio
ns a
re a
ccou
nted
for m
ultip
le ti
mes
. In
tera
ctio
ns a
re d
efin
ed a
s clic
ks, o
peni
ng (e
xpan
ding
) a p
anel
, Fl
ash
mov
ie re
play
, vid
eo m
ute,
vid
eo so
und
on, v
ideo
pau
se, f
ull s
cree
n vi
deo
mod
e st
art /
pau
se /
end
or
othe
r use
r-de
fined
Inte
ract
ions
.
To q
uant
ify th
e ex
tent
to w
hich
serv
ed im
pres
sions
wer
e in
tera
cted
with
.
Dwel
l Rat
e
The
num
ber o
f im
pres
sions
that
wer
e dw
elle
d up
on o
ut o
f all
impr
essio
ns.
Dwel
l is d
efin
ed a
s an
activ
e en
gage
men
t with
an
ad.
It in
clud
es p
ositi
onin
g th
e m
ouse
ove
r an
ad, u
ser-
initi
atio
n of
vid
eo, u
ser-
initi
atio
n of
an
expa
nsio
n, a
nd a
ny o
ther
use
r-in
itiat
ed C
usto
m In
tera
ctio
n. U
nint
entio
nal D
wel
l, la
stin
g le
ss th
an o
ne
seco
nd, i
s exc
lude
d.
This
prop
rieta
ry M
edia
Min
d m
etric
mea
sure
s wha
t por
tion
of
impr
essio
ns w
ere
inte
ntio
nally
eng
aged
with
. U
sed
to
quan
tify
the
shar
e of
impr
essio
ns th
at a
ttra
cted
use
rs to
ac
tivel
y en
gage
with
an
ad.
Use
r Ave
rage
Dw
ell T
ime
(Sec
onds
)
The
aver
age
dura
tion
of a
Dw
ell.
For
impr
essio
ns th
at w
ere
dwel
led
upon
, thi
s met
ric su
ms t
he d
urat
ion
of
the
follo
win
g us
er in
itiat
ed a
ctio
ns:
The
amou
nt o
f tim
e in
whi
ch a
mou
se w
as p
ositi
oned
ove
r an
ad, u
ser-
initi
ated
vid
eo d
urat
ion,
use
r-in
itiat
ed e
xpan
sion
dura
tion
and
the
dura
tion
of a
ny o
ther
use
r-in
itiat
ed C
usto
m
Inte
ract
ion.
Uni
nten
tiona
l Dw
ell,
last
ing
less
than
one
seco
nd, i
s exc
lude
d.
For i
mpr
essio
ns th
at w
ere
dwel
led
upon
, thi
s pro
prie
tary
M
edia
Min
d m
etric
mea
sure
s the
ave
rage
dur
atio
n of
act
ive
enga
gem
ent.
Use
d to
qua
ntify
how
eng
agin
g an
ad
is to
us
ers w
ho w
ere
initi
ally
att
ract
ed to
act
ivel
y en
gage
with
it.
Clic
k Th
roug
h Ra
te (C
TR)
The
num
ber o
f im
pres
sions
that
resu
lted
in c
licks
out
of s
erve
d im
pres
sions
. A
hist
oric
met
ric th
at is
use
d pr
imar
ily fo
r Sta
ndar
d Ba
nner
s.Fo
r Sta
ndar
d Ba
nner
s, se
rves
as t
he o
nly
mea
sure
of
the
ads'
effe
ctiv
enes
s.Av
g. V
ideo
Dur
atio
n (S
econ
ds)
The
aver
age
dura
tion,
in se
cond
s, o
f the
vid
eo a
sset
s tha
t pla
yed
in th
e ad
. Th
is m
etric
incl
udes
use
r-in
itiat
ed
and
auto
-initi
ated
vid
eos.
To q
uant
ify th
e du
ratio
n of
the
vide
o th
at p
laye
d in
an
ad.
Star
ted
Rate
Th
e nu
mbe
r of t
imes
the
vid
eo a
sset
s sta
rted
out
of s
erve
d im
pres
sions
with
vid
eo.
This
met
ric in
clud
es u
ser-
initi
ated
and
aut
o-in
itiat
ed v
ideo
s.To
qua
ntify
the
num
ber o
f tim
es v
ideo
s in
ads s
tart
ed
play
ing.
50%
Pla
yed
Rate
Of t
he v
ideo
ass
ets t
hat s
tart
ed p
layi
ng, h
ow m
any
of th
em p
laye
d up
to 5
0% o
f the
vid
eo's
dura
tion,
out
of
star
ted
vide
o im
pres
sions
.To
mea
sure
the
prop
ortio
n of
star
ted
vide
os in
whi
ch th
e vi
deo
play
ed a
t lea
st 5
0% o
f its
tota
l dur
atio
n.
Fully
Pla
yed
Rate
Of t
he v
ideo
ass
ets t
hat s
tart
ed p
layi
ng, t
he p
ortio
n of
vid
eos t
hat p
laye
d th
eir f
ull d
urat
ion.
To m
easu
re th
e pr
opor
tion
of st
arte
d vi
deos
in w
hich
the
vide
o pl
ayed
to it
s ful
l dur
atio
n.Im
pres
sion
s with
Any
Pa
nel E
xpan
sion
Rat
eTh
e nu
mbe
r of i
mpr
essio
ns w
ith a
t lea
st o
ne p
anel
exp
ansio
n ou
t of s
erve
d ex
pand
able
impr
essio
ns.
This
met
ric m
easu
res u
ser-
initi
ated
exp
ansio
ns.
To q
uant
ify h
ow m
any
of th
e ex
pand
able
serv
ed im
pres
sions
ha
d ex
pans
ions
.
Tota
l Exp
ansi
on R
ate
The
tota
l num
ber o
f pan
el e
xpan
sions
out
of s
erve
d im
pres
sions
. Th
is m
etric
mea
sure
s use
r-in
itiat
ed a
nd
auto
-initi
ated
exp
ansio
ns.
To q
uant
ify th
e ex
tent
to w
hich
exp
anda
ble
serv
ed
impr
essio
ns w
ere
expa
nded
. Av
g. E
xpan
sion
Dur
atio
n (S
econ
ds)
The
aver
age
time
a pa
nel w
as e
xpan
ded.
Thi
s met
ric m
easu
res a
uto-
initi
ated
and
use
r-in
itiat
ed e
xpan
dabl
e ba
nner
s.To
mea
sure
the
time
that
the
user
spen
t with
the
bann
er
expa
nded
on
the
scre
en.
Med
iaM
ind
Met
rics D
efin
ition
s
58
7 buenas prácticas para crear un anuncio inteligente