An overview of available benchmarks, how they are calculated and where to find them
Benchmarks inherently give you a better understanding of campaign performance. Evaluating performance against benchmarks also provides an opportunity to improve and optimise campaigns.
With benchmarks available for attention (among other metrics) there is an opportunity to better understand your attention metrics and performance. It enables to know and gauge the level of attention your campaign is generating compared to benchmark on a format level.
Available benchmarks
Benchmarks are available for the following metrics - CTR, Engagement Rate, APM, eAPM, Average Time in View and Viewability.
Learn more about our metrics here.
How we calculate benchmarks
The benchmarks available in the Adnami platform are representative of a global benchmark. The benchmarks are calculated using only the past 5 months of data to ensure the benchmarks reflect the most current data. There are also additional filters that are placed on the data:
- Each domain has the same weight regardless of factors like impressions, location or industry. This ensures that the benchmarks are not skewed by domain volume.
- Only domains with more that 250k impressions per month for a 5-month period are considered. This helps to exclude data from previews, scam websites, etc.
- The format must have run on at least 10 domains for a benchmark to be calculated. This avoids a format that has only run on 1 or a few domains defining the benchmark.
- The format must have been used for a minimum of 10 creatives for a benchmark to be calculated. This avoids just 1 or a few creatives defining the entire performance of the format’s benchmark.
The above rules and criteria for calculating benchmarks mean that it is not possible to calculate benchmarks on a local or industry level.
Benchmark views and where to find them
There are two different ways to view benchmarks in the Adnami platform.
Benchmarks per format
Click "Benchmarks" on the menu bar to see an overview of the benchmarks for different formats.
Campaign performance
You will also find benchmark data broken out on the creative level at the bottom of the campaign view. For each creative there will be an icon beside the performance for each metric (CTR, Eng Rate, Viewability, Avg. TiV, APM, eAPM). These icons indicate the performance versus benchmark on a format level, as seen on the chart below.
