Last Updated January 2023

Digital Advertising KPI Benchmarks Report

Digital Advertising KPI Benchmarks Report

To help marketers better understand how their campaigns are performing, and how to best allocate budgets in the future, we have aggregated data from other display and video ad networks and compared it to our own data.

Digital Advertising Glossary

CPM: Cost-per-mille
CPM is a metric that tells marketers how much money it cost to serve a thousand impressions.

This metric is used to measure brand awareness campaigns intended to reach very wide audiences and increase general brand recall and top-of-mind awareness.

CPC: Cost-per-click
One of the most common campaign styles, cost-per-click (or pay-per-click) refers to the amount charged by an ad publisher (such as Google AdWords) when a web user clicks on an ad.  CPC advertising has a side benefit of boosting brand awareness through “free” impressions.

CPV: Cost-per-view

CPV is a metric that tells marketers how much money it cost to serve a single ten-second video view.

Because a “view” is defined as a video that has been seen by a user for at least ten seconds, any video views that were 9 seconds or less are not counted.

VR: View rate

This is the percentage of all users who were exposed to a video ad impression and watched at least ten seconds worth of that video ad.

CTR: Click-through rate
Click-through rate measures the percentage of impressions on an ad that converted into a click. Click-through rate is a popular indicator of a campaign’s effectiveness in pushing users further down the conversion funnel and encouraging purchases. Because web users are constantly inundated with digital ads, a strong click-through rate could be as low as 0.1%. Due to their interactive nature, video ads often have a higher CTR than display ads but at a higher CPC.

Display Advertising

1.7x more display clicks.

Topple’s average display CPC ($1.42) was 52% less expensive than industry benchmarks of $2.42 resulting in 1.7x more clicks for every dollar invested.

6.15x more display impressions.

Topple’s average display CPM ($0.72) was 84% more efficient than industry benchmarks of $4.43 resulting in 6.15x more clicks for every dollar invested.

ToppleIndustry
CPM$0.72$4.43
CPC$1.42$2.42

Video Advertising

2.06x higher video CTR than YouTube benchmarks.

Topple’s average video CTR (1.03%) was 69% higher than industry benchmarks of 0.5% resulting in 2.06x more clicks for every dollar invested.

3x more views than YouTube benchmarks.

Topple’s average CPV ($0.01) was 100% less expensive than industry benchmarks of $0.03 resulting in 3x more video views for every dollar invested.

3.44x more video clicks than YouTube benchmarks.

Topple’s average video CPC ($0.93) was 110% more efficient than industry benchmarks of $3.20 resulting in 3.44x more video clicks for every dollar invested.

ToppleIndustry
CPV$0.01$0.03
VR76%25%
CPC$0.93$3.20
CTR1.03%0.5%

*Industry benchmarks for Q4 2022 were not available at the time of publication so our research team compared Topple’s Q4 2022 performance to industry benchmarks from Q3 2022. This report will be updated when Q4 2022 industry benchmarks become publicly available.

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Ashley Hineline

Director, Customer Success