Last Updated April 2023
Digital Advertising KPI Benchmarks Report
Digital Advertising KPI Benchmarks Report
Our research team has aggregated data from other display and video ad networks and compared it to our own data to help marketers plan their paid media campaigns.
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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
2.5x more display clicks.
Topple’s average display CPC ($1.15) was 60% less expensive than industry benchmarks of $2.83 resulting in 2.5x more clicks for every dollar invested.
5.2x more display impressions.
Topple’s average display CPM ($0.77) was 81% more efficient than industry benchmarks of $3.97 resulting in 5.2x more impressions served for every dollar invested.
| Topple | Industry | |
|---|---|---|
| CPM | $0.77 | $3.97 |
| CPC | $1.15 | $2.83 |
Video Advertising
2.1x higher video CTR than YouTube benchmarks.
Topple’s average video CTR (1.05%) was 110% higher than industry benchmarks of 0.5% resulting in 2.1x more clicks for every dollar invested.
1.9x more views than YouTube benchmarks.
Topple’s average CPV ($0.016) was 95% less expensive than industry benchmarks of $0.03 resulting in 1.9x more video views for every dollar invested.
2.8x more video clicks than YouTube benchmarks.
Topple’s average video CPC ($1.15) was 64% more efficient than industry benchmarks of $3.20 resulting in 2.8x more video clicks for every dollar invested.
| Topple | Industry | |
|---|---|---|
| CPV | $0.016 | $0.03 |
| VR | 75% | 25% |
| CPC | $1.15 | $3.20 |
| CTR | 1.05% | 0.5% |
*Industry benchmarks for Q1 2023 were not fully available at the time of publication so our research team compared Topple’s Q1 2023 performance to industry benchmarks as reported in February 2023. This report will be updated when more industry benchmarks become publicly available.
