EU Digital Ad Ratings – Benchmarks and Findings Report

In the age of digital advertising measurement, the key indicators of a successful campaign include reach and on-target percentage, or the percentage of impressions delivered within the target audience out of the total served during the entire campaign. While marketers can achieve high on-target rates, it’s still incredibly hard to achieve a 100% on-target rate – effectively serving all ads to the defined audience. With this understanding, media buyers and sellers require reliable benchmarks to evaluate campaign success.

This report serves as guidance for individual campaign efficiency compared with marketplace averages.