CPG rich media ads perform 20% better than standard banners, with video and social features built into ads improving performance
The data was compiled from a comprehensive analysis of more than 600 billion display ad impressions from 47 countries worldwide.
The research reveals that rich media consistently outperforms standard banners on a number of key metrics including click-through, dwell and video completion rates.
Specifically, DG's 2013 Benchmarks Report shows that compared to standard CPG banners, click-through rates were 20% higher. The research also indicates that the dwell rate on CPG rich media increased 8% compared to the average benchmark, and video completion rates driven by intended shoppers were 10% higher across the CPG vertical.