AOL Premium Formats: Benchmarks and Best Practices for CPG
For our second benchmarks and best practices post, I wanted to cover another high-performing category that reaps great benefits from the brand building capabilities of Premium Formats, CPG.
Below are some fast facts and tips for CPG:
10.55% average Interaction Rate, that’s 7.4x standard industry performance
- Ad Engagement time is 64 seconds, more than 4.6x rich media standards
- Image galleries or video are a popular choice in the first module and were used in about 70% of campaigns
- The Learn More and Product Showcase galleries perform well with engagement rates of 11.10% and8.87%, respectively
- Using how-to and recipe videos earn the video app some of its highest levels of engagement
Just as with Retail campaigns, the first and third modules in CPG Devil units experience the highest levels of interaction, so select apps where the user can deeply engage. Images and video are ideal for this, but if you plan to use images, do not use a glamour image - one single image in the module. This app typically shows lower engagement in the module and the unit overall.
The coupon application is great for CPG advertisers because it keeps consumers in the know about recent promotions, helps drive sales, and provides insight about off-line purchasing.
Polls and quizzes are also useful in gaining consumer insights and opinions about the brand.
Check back Monday for Premium Formats benchmarks and best practices in the Auto category.
Source: Devil benchmarks from Devil 1H11 Performance Benchmark Report, AOL Internal Data
Keywords: Premium Formats, Best Practices, Insights
