Display ad performance benchmarks for hospitals and health systems

• Hi @nathanboone,
  
  Our creative services team has put together some great content that covers KPIs and benchmarks. I've included that below. None of this data is specific to your vertical, but can still be helpful.

• Banner Ad CPM - $8-$10
  Banner Ad CTR - .05 - .06%
  We recommend combining AVTR with ACTR for an overall engagement score (slide 4 in the deck), benchmark for that is 10 - 40%

If you are struggling with CTR or engagement it might be worthwhile to consider widening your targeting to include VPs and maybe directors too.

Hope that helps,

Kyle

Nathan, I'm following up on Kyle's response above… we've analyzed CPMs and engagement rates by industry and found that there is very little correlation. The most meaningful drivers are segment or audience size (a smaller, more targeted audience is usually more expensive to reach), persona (targeting only the most senior roles will drive up costs and also lower average engagement rate) and geography (certain markets like the USA and UK tend to be more expensive than others).

Within an industry, there are often large variations in KPIs among different advertisers. Given all of this, my advice is to use network-wide benchmarks and then A/B test your way to optimized performance.

Good luck!