Adform, (, the premier ad tech partner for US and European media agencies, trading desks, advertisers and publishers, released a new report, Adform Rich Media 1HY Benchmark report, which examined the performance of rich media, standard, video and mobile banners in the first half of the year in order to establish benchmarks that will help agencies and advertisers compare the performance of their campaigns to their peers.

As a partner to the world’s largest agencies, advertisers and publishers, Adform has access to a massive dataset from which to mine insights and trends, as well as to establish benchmarks. Some of the reports key findings include: 

  • Rich Media banners delivered 267% higher CTR compared to standard banners
  • Rich Media banners are 66% viewable
  • Adding video content to a banner drives performance
  • Video is most effective in mobile campaigns, with consumers interacting with mobile video ads 36% longer than any other format. 

“Marketers want to know if the extra costs required to create Rich Media and video ads and purchase the inventory are justifiable. The evidence shows that these ad formats drive strong campaign performance because they do a better job in capturing the consumers’ imagination and holding their attention,” said Martin Stockfleth Larsen, CMO of Adform.

The full report can be found here.

About Adform

Adform is a premier partner for media agencies, trading desks, advertisers and publishers, offering the world’s only programmatic brand-led media platform to support all aspects of multi-screen brand advertising. Adform’s end-to-end ad tech stack closes the loop by integrating media planning, buying, optimisation and reporting into one place, covering a full-featured demand side platform, rich media and ad serving.

Adform was established in 2002 in Denmark, and now has offices in 15 countries: the United States, the United Kingdom, Germany, Sweden, Denmark, Norway, Finland, Spain, Italy, the Netherlands, Belgium, Czech Republic, Poland, Lithuania and Belarus.