Benchmark category definitions

Look up a category to understand what it is based on and how to draw the AOIs for the most accurate benchmark comparison.


 

Advertising


All ads

Advertising can take many forms and be found almost anywhere. As the performance of an ad varies greatly depending on format and location, we recommend comparing your assets against the benchmark matching the type of your ad.

There is a wide range of type-specific benchmarks, from digital advertising like banner ads and social media ads, to physical ads such as print ads and outdoor ads.

This overall advertising category can however be used to compare against the average performance across any type of advertising.

Banner ads

Banner ads are ads that are embedded in a website. These ads need to be versatile to fit any environment, as they can be displayed in many different web contexts. Because of this, the benchmark for this category is based on banner ads without the website context, like the example below.



There are 4 main types of AOIs within this category: AdText, Branding, CTA, and Product.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.


Outdoor banner ads

Outdoor (or OOH) ads can take many different formats and appear in a variety of locations, such as on the side of a building, a bus stop, the roadside, in a mall, or on a vehicle.

The wide variety of locations, viewing angles, and lighting conditions that an outdoor ad can be seen in means that the viewing context of a creative can vary considerably. Testing the performance of different contexts is therefore important, which is why the benchmark of this category consists of ads in the outdoor context, like the example below.


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There are 3 main types of AOIs within this category: AdText, Branding, and Product.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

Print ads

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Print ads are printed in hard copy in publications such as newspapers, magazines, and mailers. They typically occur in a landscape or portrait format and include an image, headline, branding, and body text.

Print ads are usually required to be effective in several different media and therefore need to be more versatile. For this reason, the benchmark for this category is based on context-independent print ads like the example shown to the right, where the surrounding environment has been excluded.

There are 4 main types of AOIs within this category: AdText, Branding, CTA, and Product.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

 

All social media ads

Ads on social media are mainly viewed on mobile devices and typically on a screen of around 6 inches (15 cm), which makes the use of space and design critical to their success.

The performance of these ads can vary across social media platforms, as people use different platforms for different purposes. This means that the content of the platform around the creative is important to take into account when determining the ad performance, which is why the surrounding post context is included in the benchmarks for this category.

As aligning SoMe ads with the typical content on the platform will increase its effectiveness, we recommend comparing your ad against the benchmark for the specific platform it will be displayed on, which is currently available for Facebook, Instagram, and Twitter. This overall social media category can also be used to compare against the average performance across all platforms.

 

Facebook ads

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Facebook users are generally focused on social dynamics and have less focus on any particular element in a post. The creatives of ads on Facebook are key in gaining attention and engaging the audience with your ad. Making sure that branding, copy, and CTA are clear and effective is important for driving the efficiency of your ad.

As the surrounding post elements are vital to determine the performance of Facebook ads, this context is included in the benchmark for this category, as shown in the example to the right.

There are 4 main types of AOIs within this category: AdText, Branding, Creative, and CTA.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

 

Instagram ads

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Instagram is a media-sharing platform, and the primary objective of its users is to experience photos and images, which makes the layout and the creative of the ad the primary importance.

The context of the post around the ad’s creative influences the performance of the post and has therefore been included in the benchmark for this category, as shown to the right.

There are 4 main types of AOIs within this category: AdText, Branding, Creative, and CTA.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

 

 

Twitter ads

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Twitter’s focus on sharing information via messages means that the structure and content of the text are of key importance. The ability to deliver a message simply and succinctly is vital to focus on.

Because the message of the ad, together with many other important elements such as brand name and logo is a part of the post surrounding the creative, this context is included in the benchmark for this category.

There are 4 main types of AOIs within this category: AdText, Branding, Creative, and CTA.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

 



Websites

All websites

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Websites come in a nearly endless variety and have many different purposes, such as sharing news, entertainment, selling products, communication, and many more. The components of a website are typically a combination of written content and other media, but there are no definite rules for how a website should be structured.

There are however similarities across websites with the same purpose, which is why we have created specific benchmarks for some of the most common types of websites: Brand sites, e-commerce sites, media sites, and news sites.

We recommend using one of the type-specific benchmark categories for the most accurate performance comparison to the industry standard. If your website doesn't match any of the categories, you can use the miscellaneous category, or use this overall website category to compare against the average performance across any type of website.

Brand-related websites

The main purpose of a brand website is to provide effective communication with customers, and inform customers about the company’s activities and the range of services provided. In addition, they can be used to establish the brand’s purpose and emotional connection with its audience, increase credibility, and build interaction with consumers and within the company.

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There are 6 main types of AOIs within this category: Branding, CTA, FrontPage, FrontText, Product, and SubText.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

E-commerce websites

This category is for websites that are used for the sale of products or services from multiple different brands. These types of websites are primarily made for facilitating the discovery, selection, and purchase of products, and are therefore designed with the express purpose of enabling a transaction. The display of imagery and text around product features is therefore of primary importance. 

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There are 3 main types of AOIs within this category: Branding, CTA, and FrontPage.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

Media websites

Media websites are designed to list and enable streaming of entertainment media content. The selection and display of images representing the various options for viewing are of primary importance with these sites. Ensuring that the site is easily navigable and the options for viewing are clearly displayed are key objectives for media websites.

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There are 4 main types of AOIs within this category: Ad, Branding, CTA, and FrontPage.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

News websites with banner ads

News websites are designed to distribute news and cultural information. These websites are continually updated with new content, so the focus should be on overall design principles rather than the particular imagery and text shown at a particular time. These types of websites are often reliant on advertising for revenue, so the incorporation of advertising content within the overall design is of important consideration. 

Many of these websites contain a main banner ad shown across the top of the site in landscape format. Because banners like this have been found to have a significant effect on attention to the content of the page, we have created two separate benchmark categories to distinguish websites with and without the banner. The news websites in this benchmark category all contain the top banner ad, like the example below.

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There are 5 main types of AOIs within this category: Ad, Branding, BannerAd, FrontImage, and Headline.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

News websites without banner ads

News websites are designed to distribute news and cultural information. These websites are continually updated with new content, so the focus should be on overall design principles rather than the particular imagery and text shown at a particular time. These types of websites are often reliant on advertising for revenue, so the incorporation of advertising content within the overall design is of important consideration. 

Many of these websites contain a main banner ad shown across the top of the site in landscape format. Because banners like this have been found to have a significant effect on attention to the content of the page, we have created two separate benchmark categories to distinguish websites with and without the banner. Like the example below, the news websites in this benchmark category do not have a banner ad at the top of the page.

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There are 4 main types of AOIs within this category: Ad, BrandingFrontImage, and Headline.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.

Misc. websites

This category includes all other types of websites over and above those that are covered in the specific website categories (including brand-related, e-commerce, media, and news sites). Use this category if your website does not fall under any of the specific categories, like the example below. 

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There are 4 main types of AOIs within this category: Ad, Branding, CTA, and FrontPage.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.



Products


All products

Product images are a major part of your brand presence when selling and communicating your offerings to customers. As one of the key elements for your customers' initial impression of your products, they are often what will separate you from your competitors.

It is therefore important to have clear, high-performing photos that accurately represent your product. These can show the product being consumed, employed, or operated in a particular context, or displayed but not shown in use. Because the nature of these two types of product images are significantly different, we recommend using the benchmark matching the type of your asset. However, this overall product category can also be used to compare against the benchmark for any type of product image.

Products in use

Images within this category show products that are being consumed, employed, or operated in the intended use of the particular product, as shown in the example below. Typically, these assets demonstrate a functional or emotional benefit from the use of the product, which is important for customers’ responses.

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There are 3 main types of AOIs within this category: Branding, Description, and Product.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.
 

Products out of use

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This category shows products being displayed without any usage as was described in the products in use benchmark category.

Typically, images within this category will be displayed individually, like the example to the right, but can also be displayed with other products, or in situ.


There are 3 main types of AOIs within this category: Branding, Description, and Product.

The example shows how the AOI types were drawn in the benchmark dataset, which can be used as a guideline when drawing AOIs to get the most accurate comparison to the benchmarked industry average.



Overall

Any type

This benchmark will show you the average performance across all our other benchmark categories for products, websites, and advertising.

It is always recommended to use the specific benchmarks matching your asset to see the average performance for your use case, but this overall category can be used if your image doesn't fit within any of the specific categories, or if you just want to compare against the performance across any type of asset.