2020 Key Findings & Results

(1)

2020 Key Findings

(And How You Can Apply Them to Your 2021 Strategy)

& Results

M E D I A

T Y P E D E V I C E

T Y P E T A R G E T I N G

T A C T I C S C R E A T I V E

A S S E T S

(2)

The current state of digital advertising

W

ith the change in consumer behavior,

spending, and media consumption as a result of the coronavirus pandemic, marketers quickly pivoted to find the right strategies, tactics, and channels that generate more brand awareness, traffic, leads, and sales. In this unprecedented new reality, the massive changes have forced businesses to adapt.

To chart a path forward, businesses and marketers must continually adjust marketing spend and track performance to be able to reallocate

budgets quickly. With uncertain horizons in 2021, a shift between in-store and online is inevitable As we look back at 2020, we’d say digital

advertising won against all odds.

as we emerge from the coronavirus pandemic.

Marketers will need to be both committed and creative about how to use digital channels. It is too early to tell what that will look like—what behaviors will stick, what attitudes will have shifted permanently, and what technologies will have firmly taken root in our everyday lives.

As you look ahead to 2021 to plan and evaluate your performance, look to our key findings and results to guide your digital advertising strategy.

The metrics in this report were pulled from the Choozle platform and includes data from Jan. 1, 2020, to December 18, 2020.

4 M E D I A T Y P E 7 D E V I C E T Y P E

1 1 T A R G E T I N G T A C T I C S

1 6 C R E A T I V E A S S E T S

(3)

“For some organizations, near-term survival is the only agenda item.

Others are peering through the fog of uncertainty, thinking about how to position themselves once the crisis has passed and things return to normal. The question is, ‘What will normal look like?’ While no one can say how long the crisis will last, what we find on the other side will not look like the normal of recent years.”

Ian Davis, McKinsey & Company

2020

(4)

M E D I A T Y P E

D I S P L A Y V I D E O N A T I V E A U D I O

(5)

Display 53.3%

Native 3.2%

Mobile 47.1%

Other (First-party, IP Targeting, Retargeting)

37%

Third-party 25%

Contextual Category

27%

Contextual Keyword

11%

Connected TV 18.6%

Tablet 4.6%

Desktop 29.6%

Video 40.8%

Audio 2.7%

Earned Impressions by Media Type Audio

2% 83%

^Display

4%

^Native

11%

^Video

Typical CPMs & Win Rate Based on Device Type

$0

$5

$10

$15

$20

$25

0%

5%

10%

15%

20%

Device Type

Video Native

Display Audio

$21.53 20%

$3.82 10%

$5.02 11%

$20.92

10%

Average CTR & VCR Based on Media Type

Device Type

.02%

97%

.12%

.25%

.22%

67%

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

Average CPMs & Win Rate Based on Device Type

$0

$10

$20

$30

$40

$50

Tablet Desktop

Mobile CTV

$43.57

7%

$5.04 10%

$4.95 10%

$4.41 12%

0%

3%

5%

8%

10%

13%

Earned Impressions by Device Type Connected TV

2% 56%

^Mobile

Desktop

35% 6%

^Tablet

Average CTR & VCR Based on Device Type

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

Mobile CTV

.02%

97%

.17%

57%

.07%

71%

.24%

60%

0 2 4 6 8 10

0.00 0.05 0.10 0.15 0.20

Third-party First-party Data

IP Data Targeting Retargeting

Contextual Keyword Contextual

Category

$4.01 $4.04

$5.90

$5.38

$8.47

$7.54 0.16%

0.15%

0.13%

0.12%

0.13%

0.14%

Automotive B2B

Consumer Discretionary Consumer Goods Consumer Staples Financial Services Food & Beverages

Health Care Hospitality

Insurance

$6.18

$4.66

$4.60

$4.25

$4.16

$3.71

$4.34

$3.73

$4.18

$9.51

Industry Avg CPM

0.13%

0.09%

0.10%

0.11%

0.15%

0.97%

0.19%

0.26%

0.10%

Avg CTR

38%

16%

24%

22%

24%

38%

14%

19%

16%

39%

Software & Technology Political Real Estate

Retail

Specialized Consumer Services Specialty Retail

$4.85

$22.60

$27.39

$8.04

$7.90

$3.95

0.17%

0.46%

0.23%

0.21%

0.17%

0.16%

15%

37%

34%

23%

33%

31%

Avg Win Rate

Undeclared 68.5%

Above 25.4%

Below 6.1%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

Below Above

$4.69 $4.84

0.17%

0.08%

Average CTR & CPM Based on Fold Type

Budget Allocation by Fold Type

Average CPMs & CTR Based on Targeting Tactic Usage by Targeting Tactic

160x600 250x250 300x250 300x600 640x360 728x90 9544x9544

Desktop

300x250 300x50 320x50 640x360

728x90 9544x9544

Mobile

160x600 250x250 300x250 300x50 300x600

320x50 336x280

468x60 640x360

728x90 9544x9544

970x250 Tablet

$0

$5

$10

$15

0.00%

0.05%

0.10%

0.15%

0.20%

970x250 9544x9544

728x90 640x360

300x600 300x250

250x250 160x600

$3.87 .08%

$3.96 .07%

$3.61 .05%

$4.23 .11%

.09%

.08% .08%

.18%

$12.60

$6.10

$5.26

$3.91

Average CPM & CTR for Top Desktop Creative Sizes

$0

$5

$10

$15

$20

$25

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

9544x9544 782x90

640x360 320x50

300x50 300x250

$3.79 $3.77 $3.90

$14.98

$4.27

$21.87

.14%

.16% .15%

.34%

.17%

.29%

Average CPM & CTR for Top Mobile Creative Sizes

Undeclared 4.0%

Pre-Roll 17.2%

Post-Roll 7.8%

Mid-Roll 25.4%

Outstream 6.1%

Video Usage by Placement Type

9545x9545 360x640 480x360 640x360 9546x9546 Creative Size

95%

68%

58%

54%

30%

Completion Rate VIDEO COMPLETION RATE BY SIZE

:15 :30 :60 :90 Length

63%

55%

42%

35%

Completion Rate VIDEO COMPLETION RATE BY LENGTH

$0

$10

$20

$30

$40

$50

0%

5%

10%

15%

20%

Oct-Dec July-Sept

April-June Jan-March

Average CPM & Wine Rate For Connected TV in 2020

$41.88

$28.95 $32.61

$41.49 19% 18%

11%

9%

M E D I A

T Y P E Budget Allocation by Media Type

• Display and video continue to be the preferred media types for most marketers.

• While display makes up the majority of spend, video saw huge growth over the year (from 28 percent in 2019 to 40 percent in 2020) as more marketers adopt connected TV targeting.

What the 2020 Data Shows

• Video is becoming a must-have for every strategy.

• Other media types, like audio and native, can offer a balance in CPMs as well as hit consumers at different points in the marketing funnel.

What You Can Do In 2021

(6)

M E D I A

T Y P E Performance by Media Type

Display 53.3%

Native 3.2%

Mobile 47.1%

Other (First-party, IP Targeting, Retargeting)

37%

Third-party

25%

Contextual Category

27%

Contextual Keyword

11%

Connected TV 18.6%

Tablet 4.6%

Desktop 29.6%

Video 40.8%

Audio 2.7%

Earned Impressions by Media Type Audio

2% 83%

^Display

4%

^Native

11%

^Video

$0

$5

$10

$15

$20

$25

0%

5%

10%

15%

20%

Device Type

$21.53 20%

$3.82 10%

$5.02 11%

$20.92

10%

Device Type

.02%

97%

.12%

.25%

.22%

67%

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

$0

$10

$20

$30

$40

$50

Mobile CTV

$43.57

7%

$5.04 10%

$4.95 10%

$4.41 12%

0%

3%

5%

8%

10%

13%

Earned Impressions by Device Type Connected TV

2% 56%

^Mobile

Desktop

35% 6%

^Tablet

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

Mobile CTV

.02%

97%

.17%

57%

.07%

71%

.24%

60%

0 2 4 6 8 10

0.00 0.05 0.10 0.15 0.20

Category

$4.01 $4.04

$5.90

$5.38

$8.47

$7.54 0.16%

0.15%

0.13%

0.12%

0.13%

0.14%

Insurance

$6.18

$4.66

$4.60

$4.25

$4.16

$3.71

$4.34

$3.73

$4.18

$9.51

0.13%

0.09%

0.10%

0.11%

0.15%

0.97%

0.19%

0.26%

0.10%

Avg CTR

38%

16%

24%

22%

24%

38%

14%

19%

16%

39%

Software & Technology Political

Real Estate Retail

Specialized Consumer Services

Specialty Retail

$4.85

$22.60

$27.39

$8.04

$7.90

$3.95

0.17%

0.46%

0.23%

0.21%

0.17%

0.16%

15%

37%

34%

23%

33%

31%

Avg Win Rate

Undeclared

68.5%

Above

25.4%

Below

6.1%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

Below Above

$4.69 $4.84

0.17%

0.08%

Budget Allocation by Fold Type

Average CPMs & CTR Based on Targeting Tactic

Usage by Targeting Tactic

160x600 250x250 300x250 300x600 640x360 728x90 9544x9544

Desktop

300x250 300x50 320x50 640x360

728x90 9544x9544

Mobile

160x600 250x250 300x250 300x50 300x600

320x50 336x280

468x60 640x360

728x90 9544x9544

970x250 Tablet

$0

$5

$10

$15

0.00%

0.05%

0.10%

0.15%

0.20%

970x250 9544x9544

728x90 640x360

300x600 300x250

250x250 160x600

$3.87 .08%

$3.96 .07%

$3.61 .05%

$4.23 .11%

.09%

.08% .08%

.18%

$12.60

$6.10

$5.26

$3.91

Average CPM & CTR for Top Desktop Creative Sizes

$0

$5

$10

$15

$20

$25

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

9544x9544 782x90

640x360 320x50

300x50 300x250

$3.79 $3.77 $3.90

$14.98

$4.27

$21.87

.14%

.16% .15%

.34%

.17%

.29%

Average CPM & CTR for Top Mobile Creative Sizes

Undeclared

4.0%

Pre-Roll

17.2%

Post-Roll

7.8%

Mid-Roll

25.4%

Outstream

6.1%

Video Usage by Placement Type

95%

68%

58%

54%

30%

:15 :30 :60 :90 Length

63%

55%

42%

35%

$0

$10

$20

$30

$40

$50

0%

5%

10%

15%

20%

$41.88

$28.95 $32.61

$41.49 19% 18%

11%

9%

Display 53.3%

Native 3.2%

Mobile 47.1%

Other (First-party, IP Targeting, Retargeting)

37%

Third-party 25%

Contextual Category

27%

Contextual Keyword

11%

Connected TV 18.6%

Tablet 4.6%

Desktop 29.6%

Video 40.8%

Audio 2.7%

Earned Impressions by Media Type

Audio

2% 83%

^Display

4%

^Native

11%

^Video

$0

$5

$10

$15

$20

$25

0%

5%

10%

15%

20%

Device Type

$21.53 20%

$3.82 10%

$5.02 11%

$20.92

10%

Device Type

.02%

97%

.12%

.25%

.22%

67%

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

$0

$10

$20

$30

$40

$50

Mobile CTV

$43.57

7%

$5.04 10%

$4.95 10%

$4.41 12%

0%

3%

5%

8%

10%

13%

Earned Impressions by Device Type

Connected TV

2% 56%

^Mobile

Desktop

35% 6%

^Tablet

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

Mobile CTV

.02%

97%

.17%

57%

.07%

71%

.24%

60%

0 2 4 6 8 10

0.00 0.05 0.10 0.15 0.20

Category

$4.01 $4.04

$5.90

$5.38

$8.47

$7.54 0.16%

0.15%

0.13%

0.12%

0.13%

0.14%

Insurance

$6.18

$4.66

$4.60

$4.25

$4.16

$3.71

$4.34

$3.73

$4.18

$9.51

0.13%

0.09%

0.10%

0.11%

0.15%

0.97%

0.19%

0.26%

0.10%

Avg CTR

38%

16%

24%

22%

24%

38%

14%

19%

16%

39%

$4.85

$22.60

$27.39

$8.04

$7.90

$3.95

0.17%

0.46%

0.23%

0.21%

0.17%

0.16%

15%

37%

34%

23%

33%

31%

Avg Win Rate

Undeclared 68.5%

Above 25.4%

Below 6.1%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

Below Above

$4.69 $4.84

0.17%

0.08%

Budget Allocation by Fold Type

Usage by Targeting Tactic

160x600 250x250 300x250 300x600 640x360 728x90 9544x9544

Desktop

300x250 300x50 320x50 640x360

728x90 9544x9544

Mobile

160x600 250x250 300x250 300x50 300x600

320x50 336x280

468x60 640x360

728x90 9544x9544

970x250 Tablet

$0

$5

$10

$15

0.00%

0.05%

0.10%

0.15%

0.20%

970x250 9544x9544

728x90 640x360

300x600 300x250

250x250 160x600

$3.87 .08%

$3.96 .07%

$3.61 .05%

$4.23 .11%

.09%

.08% .08%

.18%

$12.60

$6.10

$5.26

$3.91

Average CPM & CTR for Top Desktop Creative Sizes

$0

$5

$10

$15

$20

$25

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

9544x9544 782x90

640x360 320x50

300x50 300x250

$3.79 $3.77 $3.90

$14.98

$4.27

$21.87

.14%

.16% .15%

.34%

.17%

.29%

Average CPM & CTR for Top Mobile Creative Sizes

Undeclared 4.0%

Pre-Roll 17.2%

Post-Roll 7.8%

Mid-Roll 25.4%

Outstream 6.1%

Video Usage by Placement Type

95%

68%

58%

54%

30%

:15 :30 :60 :90 Length

63%

55%

42%

35%

$0

$10

$20

$30

$40

$50

0%

5%

10%

15%

20%

$41.88

$28.95 $32.61

$41.49 19% 18%

11%

9%

Display 53.3%

Native 3.2%

Mobile 47.1%

Other (First-party, IP Targeting, Retargeting)

37%

Third-party 25%

Contextual Category

27%

Contextual Keyword

11%

Connected TV 18.6%

Tablet 4.6%

Desktop 29.6%

Video 40.8%

Audio 2.7%

Audio

2% 83%

^Display

4%

^Native

11%

^Video

$0

$5

$10

$15

$20

$25

0%

5%

10%

15%

20%

Device Type

$21.53 20%

$3.82 10%

$5.02 11%

$20.92

10%

Device Type

.02%

97%

.12%

.25%

.22%

67%

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

$0

$10

$20

$30

$40

$50

Mobile CTV

$43.57

7%

$5.04 10%

$4.95 10%

$4.41 12%

0%

3%

5%

8%

10%

13%

Connected TV

2% 56%

^Mobile

Desktop

35% 6%

^Tablet

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

Mobile CTV

.02%

97%

.17%

57%

.07%

71%

.24%

60%

0 2 4 6 8 10

0.00 0.05 0.10 0.15 0.20

Category

$4.01 $4.04

$5.90

$5.38

$8.47

$7.54 0.16%

0.15%

0.13%

0.12%

0.13%

0.14%

Insurance

$6.18

$4.66

$4.60

$4.25

$4.16

$3.71

$4.34

$3.73

$4.18

$9.51

0.13%

0.09%

0.10%

0.11%

0.15%

0.97%

0.19%

0.26%

0.10%

Avg CTR

38%

16%

24%

22%

24%

38%

14%

19%

16%

39%

$4.85

$22.60

$27.39

$8.04

$7.90

$3.95

0.17%

0.46%

0.23%

0.21%

0.17%

0.16%

15%

37%

34%

23%

33%

31%

Avg Win Rate

Undeclared 68.5%

Above 25.4%

Below 6.1%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

Below Above

$4.69 $4.84

0.17%

0.08%

Budget Allocation by Fold Type

Usage by Targeting Tactic

160x600 250x250 300x250 300x600 640x360 728x90 9544x9544

Desktop

300x250 300x50 320x50 640x360

728x90 9544x9544

Mobile

160x600 250x250 300x250 300x50 300x600

320x50 336x280

468x60 640x360

728x90 9544x9544

970x250 Tablet

$0

$5

$10

$15

0.00%

0.05%

0.10%

0.15%

0.20%

970x250 9544x9544

728x90 640x360

300x600 300x250

250x250 160x600

$3.87 .08%

$3.96 .07%

$3.61 .05%

$4.23 .11%

.09%

.08% .08%

.18%

$12.60

$6.10

$5.26

$3.91

Average CPM & CTR for Top Desktop Creative Sizes

$0

$5

$10

$15

$20

$25

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

9544x9544 782x90

640x360 320x50

300x50 300x250

$3.79 $3.77 $3.90

$14.98

$4.27

$21.87

.14%

.16% .15%

.34%

.17%

.29%

Average CPM & CTR for Top Mobile Creative Sizes

Undeclared 4.0%

Pre-Roll 17.2%

Post-Roll 7.8%

Mid-Roll 25.4%

Outstream 6.1%

Video Usage by Placement Type

95%

68%

58%

54%

30%

:15 :30 :60 :90 Length

63%

55%

42%

35%

$0

$10

$20

$30

$40

$50

0%

5%

10%

15%

20%

$41.88

$28.95 $32.61

$41.49 19% 18%

11%

9%

• Display saw the most earned impressions at 83 percent which shows just how much available display inventory there is compared to video and audio.

• With the introduction of our self-serve audio, connected TV, and private marketplace advertising capabilities, more marketers took advantage of highly-engaging media types.

• With higher CPMs for video and audio, marketers should balance their strategies with other cost-effective media types like native.

• Video and audio see high completion rates and low click- through rates, which aligns with them being top-of- funnel strategies that drive brand awareness.

What You Can Do In 2021 CPM Win Rate

CTR VCR

(7)

D E V I C E T Y P E

M O B I L E D E S KT O P C T V T A B L E T

(8)

Display 53.3%

Native 3.2%

Mobile 47.1%

Other (First-party, IP Targeting, Retargeting)

37%

Third-party 25%

Contextual Category

27%

Contextual Keyword

11%

Connected TV 18.6%

Tablet 4.6%

Desktop 29.6%

Video 40.8%

Audio 2.7%

Audio

2% 83%

^Display

4%

^Native

11%

^Video

$0

$5

$10

$15

$20

$25

0%

5%

10%

15%

20%

Device Type

$21.53 20%

$3.82 10%

$5.02 11%

$20.92

10%

Device Type

.02%

97%

.12%

.25%

.22%

67%

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

$0

$10

$20

$30

$40

$50

Mobile CTV

$43.57

7%

$5.04 10%

$4.95 10%

$4.41 12%

0%

3%

5%

8%

10%

13%

Connected TV

2% 56%

^Mobile

Desktop

35% 6%

^Tablet

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

Mobile CTV

.02%

97%

.17%

57%

.07%

71%

.24%

60%

0 2 4 6 8 10

0.00 0.05 0.10 0.15 0.20

Category

$4.01 $4.04

$5.90

$5.38

$8.47

$7.54 0.16%

0.15%

0.13%

0.12%

0.13%

0.14%

Insurance

$6.18

$4.66

$4.60

$4.25

$4.16

$3.71

$4.34

$3.73

$4.18

$9.51

0.13%

0.09%

0.10%

0.11%

0.15%

0.97%

0.19%

0.26%

0.10%

Avg CTR

38%

16%

24%

22%

24%

38%

14%

19%

16%

39%

$4.85

$22.60

$27.39

$8.04

$7.90

$3.95

0.17%

0.46%

0.23%

0.21%

0.17%

0.16%

15%

37%

34%

23%

33%

31%

Avg Win Rate

Undeclared 68.5%

Above 25.4%

Below 6.1%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

Below Above

$4.69 $4.84

0.17%

0.08%

Budget Allocation by Fold Type

Usage by Targeting Tactic

160x600 250x250 300x250 300x600 640x360 728x90 9544x9544

Desktop

300x250 300x50 320x50 640x360

728x90 9544x9544

Mobile

160x600 250x250 300x250 300x50 300x600

320x50 336x280

468x60 640x360

728x90 9544x9544

970x250 Tablet

$0

$5

$10

$15

0.00%

0.05%

0.10%

0.15%

0.20%

970x250 9544x9544

728x90 640x360

300x600 300x250

250x250 160x600

$3.87 .08%

$3.96 .07%

$3.61 .05%

$4.23 .11%

.09%

.08% .08%

.18%

$12.60

$6.10

$5.26

$3.91

Average CPM & CTR for Top Desktop Creative Sizes

$0

$5

$10

$15

$20

$25

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

9544x9544 782x90

640x360 320x50

300x50 300x250

$3.79 $3.77 $3.90

$14.98

$4.27

$21.87

.14%

.16% .15%

.34%

.17%

.29%

Average CPM & CTR for Top Mobile Creative Sizes

Undeclared 4.0%

Pre-Roll 17.2%

Post-Roll 7.8%

Mid-Roll 25.4%

Outstream 6.1%

Video Usage by Placement Type

95%

68%

58%

54%

30%

:15 :30 :60 :90 Length

63%

55%

42%

35%

$0

$10

$20

$30

$40

$50

0%

5%

10%

15%

20%

$41.88

$28.95 $32.61

$41.49 19% 18%

11%

9%

D E V I C E

T Y P E Budget Allocation by Device Type

• Despite stay-at-home orders and less commuting, consumers continue to use multiple devices as they engage with brands.

• Mobile budgets dropped by seven percent over the last year while connected TV (10 percent) budgets increased to take advantage of

consumers moving to streaming services over the last year.

• Consumer behavior and media adoption will continue to fluctuate over the next year.

• Marketers should look to separate their mobile, desktop, and connected TV budgets into different ad groups to allow for easier optimization as

consumer behavior shifts.

Consumers continue to use multiple devices

What You Can Do In 2021

(9)

D E V I C E

T Y P E Average CPM Rate by Device Type

• CPM costs across standard devices (mobile, desktop, and tablet) have become fairly close to one another.

• With CPMs for connected TV, marketers are targeting other device types to help keep overall costs down.

• Consumers are engaged on all their devices.

Marketers need to connect with customers everywhere, across several screens.

• Marketers can look to improve win rates on standard devices (mobile, desktop, and tablet) to compensate for low win rates on connected TV devices.

What You Can Do In 2021 CPMs for desktop, mobile, and tablet are fairly similar

Display 53.3%

Native 3.2%

Mobile 47.1%

Other (First-party,

IP Targeting, Retargeting) 37%

Third-party 25%

Contextual Category

27%

Contextual Keyword

11%

Connected TV 18.6%

Tablet 4.6%

Desktop 29.6%

Video 40.8%

Audio 2.7%

Earned Impressions by Media Type

Audio

2% 83% ^Display 4% ^Native 11% ^Video

Typical CPMs & Win Rate Based on Device Type

$0

$5

$10

$15

$20

$25

0%

5%

10%

15%

20%

Device Type

Video Native

Display Audio

$21.53

20%

$3.82

10%

$5.02

11%

$20.92

10%

Average CTR & VCR Based on Media Type

Device Type

Video Native

Display Audio

.02%

97%

.12%

.25%

.22%

67%

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

Average CPMs & Win Rate Based on Device Type

$0

$10

$20

$30

$40

$50

Tablet Desktop

Mobile CTV

$43.57

7%

$5.04

10%

$4.95

10%

$4.41

12%

0%

3%

5%

8%

10%

13%

Earned Impressions by Device Type

Connected TV

2% 56% ^Mobile

Desktop

35% 6% ^Tablet

Average CTR & VCR Based on Device Type

0%

0.05%

0.10%

0.15%

0.20%

0.25%

0%

25%

50%

75%

100%

Tablet Desktop

Mobile CTV

.02%

97%

.17%

57%

.07%

71%

.24%

60%

0 2 4 6 8 10

0.00 0.05 0.10 0.15 0.20

Category

$4.01 $4.04

$5.90

$5.38

$8.47

$7.54 0.16%

0.15%

0.13%

0.12%

0.13%

0.14%

Automotive B2B

Consumer Discretionary Consumer Goods Consumer Staples

Financial Services Food & Beverages

Health Care Hospitality

Insurance

$6.18

$4.66

$4.60

$4.25

$4.16

$3.71

$4.34

$3.73

$4.18

$9.51

Industry Avg CPM

0.13%

0.09%

0.10%

0.11%

0.15%

0.97%

0.19%

0.26%

0.10%

Avg CTR

38%

16%

24%

22%

24%

38%

14%

19%

16%

39%

Software & Technology Political

Real Estate Retail

Specialized Consumer Services

Specialty Retail

$4.85

$22.60

$27.39

$8.04

$7.90

$3.95

0.17%

0.46%

0.23%

0.21%

0.17%

0.16%

15%

37%

34%

23%

33%

31%

Avg Win Rate

Undeclared 68.5%

Above 25.4%

Below 6.1%

$0

$2

$4

$6

$8

$10

0.00%

0.05%

0.10%

0.15%

0.20%

Below Above

$4.69 $4.84

0.17%

0.08%

Average CTR & CPM Based on Fold Type

Budget Allocation by Fold Type

Average CPMs & CTR Based on Targeting Tactic Usage by Targeting Tactic

160x600 250x250 300x250 300x600 640x360 728x90 9544x9544

Desktop

300x250 300x50 320x50 640x360

728x90 9544x9544

Mobile

160x600 250x250 300x250 300x50 300x600

320x50 336x280

468x60 640x360

728x90 9544x9544

970x250 Tablet

$0

$5

$10

$15

0.00%

0.05%

0.10%

0.15%

0.20%

970x250 9544x9544

728x90 640x360

300x600 300x250

250x250 160x600

$3.87

.08%

$3.96

.07%

$3.61 .05%

$4.23

.11%

.09%

.08% .08%

.18%

$12.60

$6.10

$5.26

$3.91

Average CPM & CTR for Top Desktop Creative Sizes

$0

$5

$10

$15

$20

$25

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

0.35%

9544x9544 782x90

640x360 320x50

300x50 300x250

$3.79 $3.77 $3.90

$14.98

$4.27

$21.87

.14%

.16% .15%

.34%

.17%

.29%

Average CPM & CTR for Top Mobile Creative Sizes

Undeclared 4.0%

Pre-Roll 17.2%

Post-Roll 7.8%

Mid-Roll 25.4%

Outstream 6.1%

Video Usage by Placement Type

9545x9545 360x640 480x360 640x360 9546x9546 Creative Size

95%

68%

58%

54%

30%

Completion Rate VIDEO COMPLETION RATE BY SIZE

:15 :30 :60 :90 Length

63%

55%

42%

35%

Completion Rate VIDEO COMPLETION RATE BY LENGTH

$0

$10

$20

$30

$40

$50

0%

5%

10%

15%

20%

Oct-Dec July-Sept

April-June Jan-March

Average CPM & Wine Rate For Connected TV in 2020

$41.88

$28.95 $32.61

$41.49 19% 18%

11%

9%