When reviewing your interactive analytics, the benchmarks you measure against may vary depending on the type of video. Below are some general recommendations to look for to help give you some guidance on how engaged viewers were with your interactive videos.
How much of your audience interacted (percentage)
According to the IAB, the industry norm for interaction percentage is .13%. Based on this, we suggest the following benchmarks for success:
- 0-.1% - Fair
- .1-.5% - Good
- .5-2% - Very good
- 2% and above - Exceptional
Overlay time (seconds)
Per the IAB, the industry norm for dwell time on an overlay is 14.8 seconds. Based on this, we suggest the following benchmarks for success:
- 0-15 seconds - Fair
- 16-29 second - Good
- 30-50 seconds - Very good
- 50 seconds and above - Exceptional
Interactions per active viewer (number of interactions)
There is no set industry norm for this metric, but we suggest using the following baseline:
- 1-2 interactions - Good
- 2-4 interactions - Very good
- 4+ interactions - Exceptional