Google is giving advertisers and agencies up-to-the-month access to its industry performance benchmarks for display advertising. Called Display Benchmarks, the tool presents aggregated ad performance data that can be filtered according to variables such as click-through rates, ad interaction times, video completion rates, and other metrics. And it works across ad formats/sizes (including mobile), verticals, and regions.
Google has produced such benchmarking before, but only on an annual basis, Neal Mohan, Google's VP of display, told AdExchanger. The idea here is that advertisers will be able to take their own metrics – from any and all other data sources they use – and match it against the rest of the industry to provide a greater context for their performance right now.
"I don't think there's an agency or advertiser out there that wouldn't welcome more access to benchmarks," Mohan said. "In the past, this has been something that we produced as a yearly report, but we wanted to offer a real-time tool for today's real-time world. Our hope is that our partners find this broadly useful across all their campaigns."