Devil Benchmarks
Project Devil recently turned 1 year old, and there was much to celebrate. After working with more than 70 advertisers and launching over 100 campaigns, we’ve garnered some amazing results across categories. Click the buttons below to see how each of our key categories performed in the first half of 2011.
Download the full benchmarks report.
Devil benchmarks 2H11: Overall
Devil benchmarks 2H11: Autos
In the first half of 2011, Auto achieved an engagement rate 5.4x greater than standard rich media. Use of the Image and Video Gallery apps in the first module helped keep those metrics high.
Devil benchmarks 2H11: CPG
CPG Devil units scored an average interaction rate 7.4x industry standard. The coupon application performed well for CPG advertisers by informing consumers of promotions, driving sales, and providing insight into off-line purchasing.
Devil benchmarks 2H11: Entertainment
Entertainment units showed an average engagement time of 90 seconds – more than 6x rich media standards, and the most time spent across Premium Formats categories. Applications like the Video Gallery kept users engaged with Entertainment brands.
Devil benchmarks 2H11: Finance
Finance is often considered a direct-response category online, but the use of Premium Formats is proving this category can build brands on the web, with interaction rates 3.5x higher than industry benchmarks.
Devil benchmarks 2H11: Health
Health is an up-and-coming Premium Formats category, already tallying impressive metrics – like an engagement time almost 3x industry benchmarks.
Devil benchmarks 2H11: Retail
Retail is one of the highest performing categories within Premium Formats. Apps like the Product Showcase help retail advertisers hit interaction rates of 11.5% and higher, outperforming standard rich media by at least 8x.
Devil benchmarks 2H11: Travel
With great brand assets like beautiful photography, it's easy to see Travel hit the highest engagement rate of 1H11, outperforming standard rich media by almost 7x.
Devil benchmarks 2H11: Tech/Telco
Tech/Telco is a growing Premium Formats category, with apps like Video and Content Feeds helping to keep metrics high. Tech/Telco had an average Engagement Rate 2.8x industry benchmarks in 1H11.
Source: Devil benchmarks from Devil 2H11 Performance Benchmark Report, AOL Internal Data
