mediamind global benchmarks 2011
TRANSCRIPT
Benchmarks H1 2011
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MediaMind’s Innovative Measurement of Reach Solves Over-Counting due to Cookie Deletion
Planning Audience Reach with‘Adjusted Unique’
2
The Key Points
Measuring Online Reach and Frequency
Adjusted Unique
Linking Campaign Size and Reach
Linking Reach and Effectiveness
Conclusion
Regional Benchmark Tables
Australia & New Zealand
East Asia
Europe
Latin America
Country Benchmark Tables
Table of Contents3
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56
57
Argentina
Australia
Austria
Belgium
Brazil
Canada
Denmark
Dubai
Finland
France
Germany
Greece
Hong Kong
India
Ireland
Israel
Italy
Japan
Korea
Malaysia
Mexico
Netherlands
New Zealand
Norway
Philippines
Poland
Portugal
Romania
Singapore
South Africa
Spain
Sweden
Switzerland
Taiwan
Thailand
Turkey
UK
United States
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Middle East & Africa
North America
South Asia
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Verticals Definitions
Metrics Definitions
3
Planning Audience Reach with ‘Adjusted Unique’
The Key Points
1 One of the basic measures of any campaign is the number of unique users it reached.
2 Until now, reach measurement was inaccurate due to cookie deletion that overestimated the number of unique users by threefold.
3 Traditional reach metrics were based on simple cookie counting, such that users who deleted browser cookies were double counted.
4 Now, MediaMind has developed a breakthrough in online measurement by accurately measuring reach, overcoming the cookie deletion issue.
5 MediaMind’s newly developed ‘Adjusted Unique’ metric was accredited by the Media Rating Council (MRC) as IAB compliant for measuring reach.
6Using ‘Adjusted Unique’, MediaMind created a framework to help advertisers assess the number of impressions they need to reach their desired audience.
• Reaching 10 million unique users in the US would take about 100 million impressions.• In Germany, France, the UK and Spain, reaching 10 million unique users would
take about 120 million impressions.
4
Planning Audience Reach with ‘Adjusted Unique’
Measuring Online Reach and FrequencyOne of the basic and most important metrics for any campaign, online or offline, is the number of users it reaches and the average frequency. This is quite obvious for branding purposes; higher reach increases brand awareness. Even for direct response purposes, the pool of users reached represents the group of users with the potential to convert.
Despite the importance of reach and frequency, these metrics were often set aside in favor of the interactive metrics of clicks, engagements and conversions. There are two main reasons for this:
• Simple cookie based measures of reach and frequency have proved unreliable due to over counting caused by cookie deletion.
• Interaction metrics were thought to be more advanced than reach and frequency and that online ‘everything can be measured’.
Now, MediaMind has developed a breakthrough in online measurement, with the new ‘Adjusted Unique’ metric. ‘Adjusted Unique’ detects cookie deletion by users, and statistically adjusts for over-counting. This new metric sets a new industry standard for accuracy of reach and frequency measurement, and was accredited by the Media Rating Council (MRC) as IAB compliant for measuring reach. ‘Adjusted Unique’ has enabled MediaMind to develop a framework to help advertisers assess the number of impressions they need to reach any size of audience.
Furthermore, new research shows that reach is an effective measure of campaign performance. This research shows that most users do notice online ads and that these ads translate to higher search activity, site visits and purchases.
5
Planning Audience Reach with ‘Adjusted Unique’
Traditional cookie counting methods simply count all cookies. However, after a user deletes his or her cookie, a new cookie is placed in his browser and therefore he is counted again as a new user. comScore estimates that 33% of users delete their third party cookies (cookies used by ad servers) during a period of one month. Furthermore, the research firm has found 5.1 third party cookies on average in a browser over one month1. The prevalence of cookie deletion means that simple cookie measures of reach largely overestimate the correct number of unique users.
The new ‘Adjusted Unique’ overcomes cookie deletion. The methodology behind the metric has been thoroughly tested for accuracy and was accredited by the Media Rating Council (MRC) as IAB compliant for measuring reach. ‘Adjusted Unique’ sets a new
industry standard for accuracy in measuring reach, and enables advertisers a new level of accuracy when analyzing the effectiveness of their campaigns.
What is the average over-counting of the simple unique cookie counting methods? Comparing the number of unique users measured by simple cookie counting to the adjusted number of users using ‘Adjusted Unique’ shows the average over-counting of reach. The results shown in the chart below indicate that simple cookie counting overestimates the number of users by a factor of between two and three, for campaigns with a duration of 15-60 days. Furthermore, in continental Europe, in countries like Germany, Spain and France cookie deletion is the least prevalent, while in the US and Canada it is the most prevalent.
Adjusted Unique
1 comScore, Open White Paper, Proposal For a New Person-Centric Measure For Web Site Server Measurement in the U.K.
How does the new metric work? MediaMind’s ‘Adjusted Unique’ uses a sophisticated proprietary statistical algorithm to estimate the correct number of unique users. The algorithm identifies all users who have not deleted their cookies and their average frequency. For a large group of users, the average frequency for users who deleted cookies and for users who have not deleted cookies is similar. Therefore, dividing the impressions by average frequency delivers a good approximation of the true number of unique users.
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
Germany
2.2 2.2 2.3
2.6 2.6
3.0 3.0
2.4
Spain France Other UK Canada United States
Australia
Ove
r-C
ou
nti
ng
Mu
ltip
lier
Source: MediaMind Research. Data: May 2010 to January 2011. Campaigns with a duration of 15-60 days.
Over-Counting with Simple Cookie Counting
6
Planning Audience Reach with ‘Adjusted Unique’
Campaign Size and Reach in the United States
Linking Campaign Size and ReachHow many impressions do you need in order to reach 10 million users at least once? In the US, it would be about 100 million impressions, on average. In Germany, France, the UK and Spain it would take about 120 million impressions.
Reach and frequency depend on many variables such as the number of publishers, the publisher’s audience, the campaign’s audience focus, the size of the campaign, etc. Therefore, larger campaigns tend to have higher variability in reach as compared to smaller campaigns.
The chart above and the chart below present the link between the number of impressions in the campaign and the number of users reached for various countries. For this analysis, the new ‘Adjusted Unique’ metric was used in order to overcome the over-counting of users who were exposed to the campaign and estimate the true number of online users.
The analysis shows that for smaller campaigns, with up to 100 million impressions, the points tend to be concentrated tightly around the trend line, which means that ‘campaign size’ is a good predictor of reach. However, as campaigns grow larger, variables such as the number of publishers tend to kick in, and therefore advertisers can get high or low reach with the same number of impressions. For example, campaigns with the aim to reach up to 15 million unique users, advertisers can use this data to assess the investment that they need to make to reach their audience.
45M
40M
35M
30M
25M
20M
15M
10M
5M
0M0M 50M 100M 150M 200M 250M 300M 350M 400M 450M 500M 550M 600M 650M 700M
Campaign Impressions
Ad
just
ed U
niq
ue
Use
rs
Source: MediaMind Research. Data: May 2010 to January 2011.
7
Planning Audience Reach with ‘Adjusted Unique’
Worldwide Campaign Size and Reach
25M
20M
15M
10M
5M
0M0M 20M 40M 60M 80M 100M 120M 140M 160M 180M 200M 220M 240M
Campaign Impressions
Country
Ad
just
ed U
niq
ue
Use
rs
Australia
Canada
France
Germany
Spain
UK
Source: MediaMind Research. Data: May 2010 to January 2011.
As expected, the size-reach curve exhibits diminishing returns, such that for the first million impressions, every impression is more likely to reach a ‘fresh’ user as compared to an impression after the first 100 million. Still, for every country out of the seven countries that were examined in this analysis, the curve looks different due to size, concentration of publishers and many other factors.
8
Planning Audience Reach with ‘Adjusted Unique’
Linking Reach and EffectivenessWhile direct response metrics still dominate the online measurement world, new research has emerged to suggest that the mere exposure to online ads is a good predictor of advertising effectiveness. This indicates that advertisers can use ‘Adjusted Unique’ as a measure of campaign effectiveness alongside other metrics such as clicks, engagement and conversions.
The importance of simple ‘exposure’ to an ad is supported by recent research from the American Online Publishers Association (OPA). Using eye tracking technology, the OPA tested to see whether people actually viewed the ads that were presented to them on a page that they were browsing. In addition, the researchers used biometric testing to track the participants’ emotional response by monitoring their breath and heart rate. The biometric testing is similar to a lie detector test, and signifies a positive or negative emotional response.
The results were staggering, with 96% of participants paying attention to the ads that were presented to them during a natural browsing experience. Furthermore, 90% of participants noticed the ads during the first 10 seconds of uploading the page. In fact, on average, it took participants less than one second to notice the banner.
Another important finding is that most participants look at the ad on the page multiple times. The OPA researchers found that 67% of participants view the ad both during the first 10 seconds after loading the page and view it again during the following 10 seconds. On average, participants have focused their eyes on the banner 15 times.
When measuring the emotional response, the OPA found that participants responded to the banners in a similar manner as to other parts of the page. However, users who viewed the ad again after the first 10 seconds exhibited an elevated emotional response. Users also rated the ads favorably overall, giving them a rating of 6.3 out of 9.
In another research, comScore maintains that the primary effect of online ads is the exposure itself and not necessarily the act of clicking on it. In a research titled “How Online Advertising Works: Whither The Click?”, comScore has shown that two-thirds of Internet users do not click on any display ads over the course of a month and that only 16% of Internet users account for 80% of all clicks. Furthermore, clickers tend to be younger and less affluent than non-clickers. comScore confirmed that there is a latency effect and branding effect to online advertising, in which users arrive at the advertiser’s website even without clicking.
9
Planning Audience Reach with ‘Adjusted Unique’
However, the research by comScore also indicates that display advertising has an effect on user behavior even at low click through rates. In the research, which included 139 display campaigns from seven verticals, comScore has shown substantial effects on traffic, sales and branding despite a lack of clicks. According to comScore, the display campaigns yielded a 46% lift in advertiser websites visits, over a four week period. In addition, exposed users are 38% more likely to conduct an advertiser related branded keyword search, over a four week period and are 27% more likely to make a purchase online. Furthermore, exposed users are 17% more likely to make a purchase at the advertiser’s retail store.
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%Advertiser Website
VisitsBranded Keyword
SearchOnline Purchase Offline Purchase
Lift
Exp
ose
d/U
nex
po
sed
Source: comScore. “How Online Advertising Works: Whither The Click?”.
The Effect of Display Advertising
A significant body of evidence suggests that online advertising can have a considerable impact at the exposure phase and that it is important to measure reach accurately. Therefore, the ‘Adjusted Unique’ metric is a valuable addition to MediaMind’s group of measurements and presents a breakthrough in measurement of reach and frequency for the industry.
‘Adjusted Unique’ adjusts for over-counting of users as a result of cookie deletion, and serves as a reliable measure of audience reach. The metric was thoroughly tested and accredited by the MRC for compliance with the IAB’s Audience Reach Measurement guidelines. It complements the interactivity metrics with measurement of the reach of exposure that is linked to ad effectiveness. Now, advertisers can measure the number of users that were exposed to their campaign, without over-counting.
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Conclusion
10
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11
Planning Audience Reach with ‘Adjusted Unique’
Regional benchmark tables
Imp.
with
In
tera
ctio
ns R
ate
IRDw
ell R
ate
User
Ave
rage
Dw
ell T
ime
(Sec
onds
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RAv
g. V
ideo
Dur
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n (S
econ
ds)
Star
ted
Rate
50
% P
laye
d Ra
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lly P
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d Ra
teAv
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ideo
Dur
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n (S
econ
ds)
Star
ted
Rate
50
% P
laye
d Ra
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lly P
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d Ra
te
Impr
essi
ons
with
An
y Pa
nel
Expa
nsio
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teTo
tal E
xpan
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Ra
teAv
g. E
xpan
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ratio
n (S
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----
----
0.05
%--
----
----
----
----
----
300x
250
----
----
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%--
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----
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----
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----
----
----
----
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----
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----
----
----
----
----
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6.3%
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49.9
0.14
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46.7
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----
----
----
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----
----
----
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----
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----
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0.3%
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----
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25.5
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----
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Imp.
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ich
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edia
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(Sec
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te
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----
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12
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
In
tera
ctio
ns R
ate
IRDw
ell R
ate
User
Ave
rage
Dw
ell T
ime
(Sec
onds
)CT
RAv
g. V
ideo
Dur
atio
n (S
econ
ds)
Star
ted
Rate
50
% P
laye
d Ra
teFu
lly P
laye
d Ra
teAv
g. V
ideo
Dur
atio
n (S
econ
ds)
Star
ted
Rate
50
% P
laye
d Ra
teFu
lly P
laye
d Ra
te
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Data
Sou
rce
Mar
ket D
efini
tion
--D
enot
es in
appl
icab
le m
etric
or i
nsuffic
iant
dat
a.
Benc
hmar
ks fo
r Eas
t Asi
a - 2
010
Perfo
rman
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
rtica
l)
Basi
c M
etric
sAu
to In
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ed V
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Met
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User
Initi
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Vid
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sEx
pand
able
Met
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Auto
Initi
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Vid
eo M
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sUs
er In
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ed V
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Met
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Expa
ndab
le M
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s
Con
sum
er P
acka
ged
Goo
ds
Basi
c M
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s
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
le B
anne
r
Expa
ndab
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trip
Floa
ting
AdFl
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g Ad
with
Rem
inde
r
Push
Dow
n Ba
nner
Polit
e Ba
nner
Med
iaM
ind
Res
earc
h, 2
010.
East
Asi
a m
arke
t inc
lude
s Ta
iwan
, Chi
na, J
apan
, Hon
g Ko
ng a
nd K
orea
.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
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Min
d re
pres
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or e
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at in
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med
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ind.
com
Verticals
Auto
Elec
troni
cs
Tele
com
Gov
ernm
ent/U
tiliti
es
New
s/M
edia
Ret
ail
Spor
ts
Fina
ncia
l
13
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Data
Sou
rce
Mar
ket D
efini
tion
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enot
es in
appl
icab
le m
etric
or i
nsuffic
iant
dat
a.
Expa
ndab
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trip
Floa
ting
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g Ad
with
Rem
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r
Benc
hmar
ks fo
r Eur
ope
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0Pe
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gal,
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sia,
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nd U
K.
For m
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info
rmat
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abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
14
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
In
tera
ctio
ns R
ate
IRDw
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ate
User
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rage
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ell T
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50
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ratio
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For m
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abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
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fo@
med
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ind.
com
Serv
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15
Planning Audience Reach with ‘Adjusted Unique’
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arch
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con
tact
you
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al M
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d re
pres
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Planning Audience Reach with ‘Adjusted Unique’
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or i
nsuffic
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dat
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ting
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g Ad
with
Rem
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r
Benc
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r Sou
th A
sia
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at, S
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cal)
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to In
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Initi
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pand
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Polit
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Initi
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ndab
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Verticals
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Car
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dard
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Med
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el
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h, 2
010.
Sout
h As
ia m
arke
t inc
lude
s Th
aila
nd, P
akis
tan,
Mal
aysi
a, S
inga
pore
, Ind
ia, I
ndon
esia
, the
Phi
lippi
nes
and
Viet
nam
. For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
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ind.
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a.
User
Initi
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Vid
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s
Med
iaM
ind
Res
earc
h, 2
010.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
Serv
ices
Tele
com
Expa
ndab
le M
etric
sAu
to In
itiat
ed V
ideo
Met
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Basi
c M
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s
Fina
ncia
l
Auto
Elec
troni
cs
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
le B
anne
r
Floa
ting
Ad
Med
ical
Polit
e Ba
nner
Benc
hmar
ks fo
r Arg
entin
a - 2
010
Perfo
rman
ce M
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s (B
y Fo
rmat
, Siz
e an
d Ve
rtica
l)
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c M
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sAu
to In
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User
Initi
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Vid
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sEx
pand
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19
Planning Audience Reach with ‘Adjusted Unique’
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with
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tera
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Rese
arch
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ease
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tact
you
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al M
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Min
d re
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at in
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arch
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tact
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d re
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appl
icab
le m
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or i
nsuffic
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dat
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Med
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ind
Res
earc
h, 2
010.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
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or e
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l us
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24
Planning Audience Reach with ‘Adjusted Unique’
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----
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Data
Sou
rce
--M
edia
Min
d R
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rch,
201
0.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
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Min
d re
pres
enta
tive
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at in
fo@
med
iam
ind.
com
Tech
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rnet
Auto
Initi
ated
Vid
eo M
etric
sUs
er In
itiat
ed V
ideo
Met
rics
Expa
ndab
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sBa
sic
Met
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Verticals
Auto
Elec
troni
cs
Trav
el
Fina
ncia
l
Polit
e Ba
nner
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
le B
anne
r
Benc
hmar
ks fo
r Den
mar
k - 2
010
Perfo
rman
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
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Basi
c M
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sAu
to In
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ed V
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Met
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User
Initi
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Vid
eo M
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sEx
pand
able
Met
rics
25
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
In
tera
ctio
ns R
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IRDw
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User
Ave
rage
Dw
ell T
ime
(Sec
onds
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g. V
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50
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laye
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ratio
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----
----
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----
----
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----
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----
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----
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----
----
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----
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----
----
----
----
----
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14.4
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89%
----
----
38.1
6.5%
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----
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----
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----
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----
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52.4
Data
Sou
rce
--M
edia
Min
d R
esea
rch,
201
0.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
Res
taur
ant
Ret
ail
Serv
ices
Spor
tsTe
ch/In
tern
etTe
leco
m
Auto
Initi
ated
Vid
eo M
etric
sUs
er In
itiat
ed V
ideo
Met
rics
Expa
ndab
le M
etric
sBa
sic
Met
rics
Verticals
Auto
Cor
pora
teEl
ectro
nics
Ente
rtain
men
t
Hea
lth/B
eaut
y
Trav
el
Polit
e Ba
nner
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
le B
anne
r
Benc
hmar
ks fo
r Dub
ai -
2010
Perfo
rman
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
rtica
l)
Basi
c M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
User
Initi
ated
Vid
eo M
etric
sEx
pand
able
Met
rics
26
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
In
tera
ctio
ns R
ate
IRDw
ell R
ate
User
Ave
rage
Dw
ell T
ime
(Sec
onds
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RAv
g. V
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n (S
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Rate
50
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laye
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teAv
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ratio
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econ
ds)
----
----
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----
----
----
----
----
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----
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----
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90--
----
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14.4
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----
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----
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----
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----
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----
----
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----
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----
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----
----
----
----
--13
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32.8
%52
.4
Data
Sou
rce
--
User
Initi
ated
Vid
eo M
etric
s
Trav
el
Med
iaM
ind
Res
earc
h, 2
010.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
Res
taur
ant
Serv
ices
Tech
/Inte
rnet
Expa
ndab
le M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
Basi
c M
etric
s
Verticals
Auto
Cor
pora
te
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
le B
anne
r
Ente
rtain
men
t
Gam
ing
Polit
e Ba
nner
Benc
hmar
ks fo
r Fin
land
- 20
10Pe
rform
ance
Met
rics
(By
Form
at, S
ize
and
Verti
cal)
Basi
c M
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sAu
to In
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ed V
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Met
rics
User
Initi
ated
Vid
eo M
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sEx
pand
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Met
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27
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
In
tera
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User
Ave
rage
Dw
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Imp.
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Ave
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Vid
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arch
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con
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you
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d re
pres
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or e
mai
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at in
fo@
med
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ind.
com
Ret
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Tech
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29
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nsuffic
iant
dat
a.
Benc
hmar
ks fo
r Gre
ece
- 201
0Pe
rform
ance
Met
rics
(By
Form
at, S
ize
and
Verti
cal)
Basi
c M
etric
sAu
to In
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ed V
ideo
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rics
User
Initi
ated
Vid
eo M
etric
sEx
pand
able
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rics
Verticals
Basi
c M
etric
s
Polit
e Ba
nner
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
le B
anne
r
Gam
ing
Con
sum
er P
acka
ged
Goo
ds
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
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med
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ind.
com
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com
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er In
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ndab
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s
Med
iaM
ind
Res
earc
h, 2
010.
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Sou
rce
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enot
es in
appl
icab
le m
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or i
nsuffic
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dat
a.
Auto
Initi
ated
Vid
eo M
etric
sUs
er In
itiat
ed V
ideo
Met
rics
Expa
ndab
le M
etric
sBa
sic
Met
rics
Polit
e Ba
nner
Benc
hmar
ks fo
r Hon
g Ko
ng -
2010
Perfo
rman
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
rtica
l)
Basi
c M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
User
Initi
ated
Vid
eo M
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sEx
pand
able
Met
rics
Verticals
Elec
troni
cs
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Com
mer
cial
Bre
akEx
pand
able
Ban
ner
Floa
ting
AdFl
oatin
g Ad
with
Rem
inde
r
Gov
ernm
ent/U
tiliti
es
New
s/M
edia
Con
sum
er P
acka
ged
Goo
ds
Fina
ncia
l
Med
iaM
ind
Res
earc
h, 2
010.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
Ret
ail
Spor
ts
Tele
com
31
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
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tera
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Data
Sou
rce
--D
enot
es in
appl
icab
le m
etric
or i
nsuffic
iant
dat
a.
New
s/M
edia
Trav
el
Med
iaM
ind
Res
earc
h, 2
010.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
Serv
ices
Tech
/Inte
rnet
Verticals
Auto
Elec
troni
cs
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
le B
anne
r
Push
Dow
n Ba
nner
Con
sum
er P
acka
ged
Goo
ds
Fina
ncia
l
Hea
lth/B
eaut
y
Basi
c M
etric
s
Polit
e Ba
nner
Benc
hmar
ks fo
r Ind
ia -
2010
Perfo
rman
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
rtica
l)
Basi
c M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
User
Initi
ated
Vid
eo M
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sEx
pand
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rics
Auto
Initi
ated
Vid
eo M
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sUs
er In
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ed V
ideo
Met
rics
Expa
ndab
le M
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s
32
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
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tera
ctio
ns R
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ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
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Min
d re
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tive
or e
mai
l us
at in
fo@
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ind.
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Tech
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Initi
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Vid
eo M
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sUs
er In
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Met
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earc
h, 2
010.
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sic
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rics
Verticals
Auto
Cor
pora
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Formats
Stan
dard
Ban
ner
Rich
Med
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Com
mer
cial
Bre
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pand
able
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ner
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ndab
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trip
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men
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Gam
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Dow
n Ba
nner
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e Ba
nner
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hmar
ks fo
r Jap
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rman
ce M
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s (B
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d Ve
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to In
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h, 2
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rmat
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abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
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med
iam
ind.
com
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men
t
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lth/B
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Auto
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----
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----
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----
----
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----
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Data
Sou
rce
--D
enot
es in
appl
icab
le m
etric
or i
nsuffic
iant
dat
a.
Trav
el
Med
iaM
ind
Res
earc
h, 2
010.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
Res
taur
ant
Serv
ices
Tech
/Inte
rnet
Ente
rtain
men
t
Gov
ernm
ent/U
tiliti
es
Med
ical
Auto
Initi
ated
Vid
eo M
etric
sUs
er In
itiat
ed V
ideo
Met
rics
Expa
ndab
le M
etric
s
Verticals
Auto
Car
eers
Cor
pora
te
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
le B
anne
r
Push
Dow
n Ba
nner
Basi
c M
etric
s
Polit
e Ba
nner
Floa
ting
AdFl
oatin
g Ad
with
Rem
inde
r
Benc
hmar
ks fo
r Mal
aysi
a - 2
010
Perfo
rman
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
rtica
l)
Basi
c M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
User
Initi
ated
Vid
eo M
etric
sEx
pand
able
Met
rics
38
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
In
tera
ctio
ns R
ate
IRDw
ell R
ate
User
Ave
rage
Dw
ell T
ime
(Sec
onds
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RAv
g. V
ideo
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n (S
econ
ds)
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ted
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50
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laye
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lly P
laye
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teAv
g. V
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n (S
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50
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teAv
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sion
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ratio
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ds)
----
----
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----
----
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----
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----
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----
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----
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----
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----
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----
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----
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----
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----
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----
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----
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----
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----
----
----
----
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----
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----
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----
----
----
----
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%31
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46.9
Data
Sou
rce
--D
enot
es in
appl
icab
le m
etric
or i
nsuffic
iant
dat
a.
Benc
hmar
ks fo
r Mex
ico
- 201
0Pe
rform
ance
Met
rics
(By
Form
at, S
ize
and
Verti
cal)
Basi
c M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
User
Initi
ated
Vid
eo M
etric
sEx
pand
able
Met
rics
Push
Dow
n Ba
nner
Basi
c M
etric
s
Polit
e Ba
nner
Auto
Initi
ated
Vid
eo M
etric
sUs
er In
itiat
ed V
ideo
Met
rics
Expa
ndab
le M
etric
s
Verticals
Auto
Cor
pora
te
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
le B
anne
r
Floa
ting
Ad
Ente
rtain
men
t
Gam
ing
Hea
lth/B
eaut
y
Trav
el
Med
iaM
ind
Res
earc
h, 2
010.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
Res
taur
ant
Serv
ices
Tech
/Inte
rnet
39
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
In
tera
ctio
ns R
ate
IRDw
ell R
ate
User
Ave
rage
Dw
ell T
ime
(Sec
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g. V
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n (S
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ted
Rate
50
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lly P
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sion
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ratio
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ds)
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----
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----
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----
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----
----
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----
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----
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----
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----
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Tech
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Rese
arch
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con
tact
you
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al M
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d re
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41
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Verticals
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Cor
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Expa
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Polit
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User
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Med
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Rese
arch
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you
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al M
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Min
d re
pres
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or e
mai
l us
at in
fo@
med
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ind.
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Tech
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Expa
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sAu
to In
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Met
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Basi
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abou
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Rese
arch
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Auto
Elec
troni
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Fina
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Basi
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44
Planning Audience Reach with ‘Adjusted Unique’
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Perfo
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Basi
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sAu
to In
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Vid
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pand
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Expa
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Med
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Res
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For m
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info
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abou
t Med
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ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
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ind.
com
Ret
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Tech
/Inte
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45
Planning Audience Reach with ‘Adjusted Unique’
Imp.
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t Med
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ind
Rese
arch
, pl
ease
con
tact
you
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al M
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Planning Audience Reach with ‘Adjusted Unique’
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----
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----
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37%
----
----
----
----
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----
----
----
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1.5%
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38.7
0.22
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20%
----
----
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6.7%
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----
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----
----
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14%
----
----
----
----
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Data
Sou
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h, 2
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rmat
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abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
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iam
ind.
com
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ail
Spor
ts
Tele
com
Gov
ernm
ent/U
tiliti
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New
s/M
edia
Auto
Initi
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Vid
eo M
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sUs
er In
itiat
ed V
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Met
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Expa
ndab
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Verticals
Auto
Elec
troni
cs
Formats
Stan
dard
Ban
ner
Rich
Med
ia
Expa
ndab
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anne
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Basi
c M
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Polit
e Ba
nner
Benc
hmar
ks fo
r Sou
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- 20
10Pe
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Form
at, S
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to In
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pand
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Met
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48
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
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Ave
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ratio
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----
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----
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----
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----
----
----
----
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----
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----
----
----
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----
----
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----
----
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----
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0.13
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----
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----
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0.12
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----
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----
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----
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Data
Sou
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icab
le m
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or i
nsuffic
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h, 2
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info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
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enta
tive
or e
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at in
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iam
ind.
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Ret
ail
Spor
ts
Tele
com
Auto
Initi
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Vid
eo M
etric
sUs
er In
itiat
ed V
ideo
Met
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Expa
ndab
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s
Ente
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Basi
c M
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Stan
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Rich
Med
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pand
able
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ner
Expa
ndab
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Polit
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Auto
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to In
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User
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Vid
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sEx
pand
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Met
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49
Planning Audience Reach with ‘Adjusted Unique’
Imp.
with
In
tera
ctio
ns R
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IRDw
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User
Ave
rage
Dw
ell T
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----
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----
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----
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----
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----
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----
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----
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Sou
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Med
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h, 2
010.
For m
ore
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rmat
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abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
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tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
Serv
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Expa
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to In
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ideo
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Basi
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sic
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Sou
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enot
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icab
le m
etric
or i
nsuffic
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a.
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ting
Ad
Push
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n Ba
nner
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hmar
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rform
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rics
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Form
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ize
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cal)
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etric
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to In
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ideo
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User
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eo M
etric
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pand
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Rich
Med
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ndab
le B
anne
r
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ndab
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trip
Polit
e Ba
nner
Verticals
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Car
eers
Cor
pora
teEl
ectro
nics
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s/M
edia
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ing
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ernm
ent/U
tiliti
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ealth
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uty
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dard
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ner
Auto
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ated
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eo M
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er In
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ideo
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rics
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ndab
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etric
s
Ente
rtain
men
t
Basi
c M
etric
s
Med
iaM
ind
Res
earc
h, 2
010.
For m
ore
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rmat
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abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
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al M
edia
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d re
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taur
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ail
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ices
Spor
tsTe
ch/In
tern
etTe
leco
m
55
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Data
Sou
rce
--D
enot
es in
appl
icab
le m
etric
or i
nsuffic
iant
dat
a.
Formats
Stan
dard
Ban
ner
Auto
Initi
ated
Vid
eo M
etric
sUs
er In
itiat
ed V
ideo
Met
rics
Expa
ndab
le M
etric
s
Rich
Med
ia
Com
mer
cial
Bre
akEx
pand
able
Ban
ner
Expa
ndab
le S
trip
Floa
ting
AdFl
oatin
g Ad
with
Rem
inde
r
Push
Dow
n Ba
nner
Polit
e Ba
nner
Benc
hmar
ks fo
r Uni
ted
Stat
es -
2010
Perfo
rman
ce M
etric
s (B
y Fo
rmat
, Siz
e an
d Ve
rtica
l)
Basi
c M
etric
sAu
to In
itiat
ed V
ideo
Met
rics
User
Initi
ated
Vid
eo M
etric
sEx
pand
able
Met
rics
Verticals
Auto
B2B
Car
eers
Cor
pora
teEl
ectro
nics
New
s/M
edia
Gam
ing
Gov
ernm
ent/U
tiliti
esH
ealth
/Bea
uty
Med
ical
Trav
el
Ente
rtain
men
t
Basi
c M
etric
s
Med
iaM
ind
Res
earc
h, 2
010.
For m
ore
info
rmat
ion
abou
t Med
iaM
ind
Rese
arch
, pl
ease
con
tact
you
r loc
al M
edia
Min
d re
pres
enta
tive
or e
mai
l us
at in
fo@
med
iam
ind.
com
Res
taur
ant
Ret
ail
Serv
ices
Spor
tsTe
ch/In
tern
etTe
leco
m
56
Planning Audience Reach with ‘Adjusted Unique’
MediaMind Global Benchmark Report
Standard Banners – Non-Standard Results
59
57
Planning Audience Reach with ‘Adjusted Unique’
Met
ricW
hat d
oes i
t mea
sure
?Ho
w sh
ould
it b
e us
ed?
The
num
ber o
f im
pres
sions
with
at l
east
one
inte
ract
ion
out o
f the
tota
l num
ber o
f ser
ved
impr
essio
ns.
Med
iaM
ind
Met
rics D
efin
ition
s
Impr
essio
ns w
ith A
ny
Inte
ract
ion
Rate
The
num
ber o
f im
pres
sions
with
at l
east
one
inte
ract
ion
out o
f the
tota
l num
ber o
f ser
ved
impr
essio
ns.
Impr
essio
ns w
ith m
ultip
le in
tera
ctio
ns a
re a
ccou
nted
for o
nly
once
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tera
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re d
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s clic
ks,
open
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pan
el, F
lash
mov
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play
, vid
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ute,
vid
eo so
und
on, v
ideo
pau
se, f
ull s
cree
n vi
deo
mod
e st
art /
pau
se /
end
or o
ther
use
r-def
ined
Inte
ract
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.
To q
uant
ify h
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any
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rved
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essio
ns w
ere
inte
ract
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Inte
ract
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Rate
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The
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l num
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f int
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tions
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he to
tal n
umbe
r of s
erve
d im
pres
sions
. Im
pres
sions
with
mul
tiple
in
tera
ctio
ns a
re a
ccou
nted
for m
ultip
le ti
mes
. In
tera
ctio
ns a
re d
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ed a
s clic
ks, o
peni
ng (e
xpan
ding
) a
pane
l, Fl
ash
mov
ie re
play
, vid
eo m
ute,
vid
eo so
und
on, v
ideo
pau
se, f
ull s
cree
n vi
deo
mod
e st
art /
pau
se /
To q
uant
ify th
e ex
tent
to w
hich
serv
ed im
pres
sions
wer
e in
tera
cted
with
. In
tera
ctio
n Ra
te (I
R)pa
nel,
Flas
h m
ovie
repl
ay, v
ideo
mut
e, v
ideo
soun
d on
, vid
eo p
ause
, ful
l scr
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vide
o m
ode
star
t / p
ause
/ en
d or
oth
er u
ser-d
efin
ed In
tera
ctio
ns.
inte
ract
ed w
ith.
Dwel
l Rat
e
The
num
ber o
f im
pres
sions
that
wer
e dw
elle
d up
on o
ut o
f all
impr
essio
ns.
Dwel
l is d
efin
ed a
s an
activ
e en
gage
men
t with
an
ad.
It in
clude
s pos
ition
ing
the
mou
se o
ver a
n ad
, use
r-ini
tiatio
n of
vid
eo, u
ser-i
nitia
tion
of a
n ex
pans
ion,
and
any
oth
er u
ser-i
nitia
ted
Cust
om In
tera
ctio
n. U
nint
entio
nal D
wel
l, la
stin
g le
ss th
an o
ne
seco
nd, i
s exc
lude
d.
This
prop
rieta
ry M
edia
Min
d m
etric
mea
sure
s wha
t por
tion
of im
pres
sions
wer
e in
tent
iona
lly e
ngag
ed w
ith.
Used
to
quan
tify
the
shar
e of
impr
essio
ns th
at a
ttra
cted
use
rs to
ac
tivel
y en
gage
with
an
ad.
seco
nd, i
s exc
lude
d.ac
tivel
y en
gage
with
an
ad.
User
Ave
rage
Dw
ell T
ime
(Sec
onds
)
The
aver
age
dura
tion
of a
Dw
ell.
For
impr
essio
ns th
at w
ere
dwel
led
upon
, thi
s met
ric su
ms t
he d
urat
ion
of
the
follo
win
g us
er in
itiat
ed a
ctio
ns:
The
amou
nt o
f tim
e in
whi
ch a
mou
se w
as p
ositi
oned
ove
r an
ad, u
ser-
initi
ated
vid
eo d
urat
ion,
use
r-ini
tiate
d ex
pans
ion
dura
tion
and
the
dura
tion
of a
ny o
ther
use
r-ini
tiate
d Cu
stom
Inte
ract
ion.
Uni
nten
tiona
l Dw
ell,
last
ing
less
than
one
seco
nd, i
s exc
lude
d.
For i
mpr
essio
ns th
at w
ere
dwel
led
upon
, thi
s pro
prie
tary
M
edia
Min
d m
etric
mea
sure
s the
ave
rage
dur
atio
n of
act
ive
enga
gem
ent.
Use
d to
qua
ntify
how
eng
agin
g an
ad
is to
us
ers w
ho w
ere
initi
ally
att
ract
ed to
act
ivel
y en
gage
with
it.
Click
Thr
ough
Rat
e (C
TR)
The
num
ber o
f im
pres
sions
that
resu
lted
in cl
icks o
ut o
f ser
ved
impr
essio
ns.
A hi
stor
ic m
etric
that
is u
sed
prim
arily
for S
tand
ard
Bann
ers.
For S
tand
ard
Bann
ers,
serv
es a
s the
onl
y m
easu
re o
f th
e ad
s' ef
fect
iven
ess.
Avg.
Vid
eo D
urat
ion
(Sec
onds
)Th
e av
erag
e du
ratio
n, in
seco
nds,
of th
e vi
deo
asse
ts th
at p
laye
d in
the
ad.
This
met
ric in
clude
s use
r-in
itiat
ed a
nd a
uto-
initi
ated
vid
eos.
To q
uant
ify th
e du
ratio
n of
the
vide
o th
at p
laye
d in
an
ad.
Star
ted
Rate
Th
e nu
mbe
r of t
imes
the
vid
eo a
sset
s sta
rted
out
of s
erve
d im
pres
sions
with
vid
eo.
This
met
ric in
clude
s us
er-in
itiat
ed a
nd a
uto-
initi
ated
vid
eos.
To q
uant
ify th
e nu
mbe
r of t
imes
vid
eos i
n ad
s sta
rted
pl
ayin
g.St
arte
d Ra
te
user
-initi
ated
and
aut
o-in
itiat
ed v
ideo
s.pl
ayin
g.
50%
Pla
yed
Rate
Of th
e vi
deo
asse
ts th
at st
arte
d pl
ayin
g, h
ow m
any
of th
em p
laye
d up
to 5
0% o
f the
vid
eo's
dura
tion,
out
of
star
ted
vide
o im
pres
sions
.To
mea
sure
the
prop
ortio
n of
star
ted
vide
os in
whi
ch th
e vi
deo
play
ed a
t lea
st 5
0% o
f its
tota
l dur
atio
n.
Fully
Pla
yed
Rate
Of th
e vi
deo
asse
ts th
at st
arte
d pl
ayin
g, th
e po
rtio
n of
vid
eos t
hat p
laye
d th
eir f
ull d
urat
ion.
To m
easu
re th
e pr
opor
tion
of st
arte
d vi
deos
in w
hich
the
vide
o pl
ayed
to it
s ful
l dur
atio
n.Im
pres
sions
with
Any
Th
e nu
mbe
r of i
mpr
essio
ns w
ith a
t lea
st o
ne p
anel
exp
ansio
n ou
t of s
erve
d ex
pand
able
impr
essio
ns.
This
To q
uant
ify h
ow m
any
of th
e ex
pand
able
serv
ed im
pres
sions
Im
pres
sions
with
Any
Pa
nel E
xpan
sion
Rate
The
num
ber o
f im
pres
sions
with
at l
east
one
pan
el e
xpan
sion
out o
f ser
ved
expa
ndab
le im
pres
sions
. Th
is m
etric
mea
sure
s use
r-ini
tiate
d ex
pans
ions
.To
qua
ntify
how
man
y of
the
expa
ndab
le se
rved
impr
essio
ns
had
expa
nsio
ns.
Tota
l Exp
ansio
n Ra
teTh
e to
tal n
umbe
r of p
anel
exp
ansio
ns o
ut o
f ser
ved
impr
essio
ns.
This
met
ric m
easu
res u
ser-i
nitia
ted
and
auto
-initi
ated
exp
ansio
ns.
To q
uant
ify th
e ex
tent
to w
hich
exp
anda
ble
serv
ed
impr
essio
ns w
ere
expa
nded
. Av
g. E
xpan
sion
Dura
tion
(Sec
onds
)Th
e av
erag
e tim
e a
pane
l was
exp
ande
d. T
his m
etric
mea
sure
s aut
o-in
itiat
ed a
nd u
ser-i
nitia
ted
expa
ndab
le
bann
ers.
To m
easu
re th
e tim
e th
at th
e us
er sp
ent w
ith th
e ba
nner
ex
pand
ed o
n th
e sc
reen
.