Display advertising clickthrough rates

US, Europe and Worldwide display ad clickthrough rates statistics summary

I've put this compilation together to help marketers and students studying interactive marketing create direct response conversion models for digital marketing campaigns.

When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. In this latest update I have added a comparison of CTRs for Facebook and Twitter at the end of post.

If you're looking to get more from your display advertising we have an Expert members guide to retargeting with display ads

Display Ad CTR benchmarks - April 2015 update

The best source for current benchmarks is Doubleclick (the display advertising arm of Google) who have this regularly updated interactive Display Benchmarking tool as part of Think Insights. You can select by country, sector and ad format to create your own benchmarks. Here's our summary of current global Ad CTRs:

1. Overall Display Ad CTRs

Across all ad formats and placements Ad CTR is 0.06%

So, this is less than 1 click per 1000 impressions.  

2015 Ad Clickthrough rates - global

2. Rich media CTRs

Rich media Ad CTR is 0.27%

Across standard and rich media, this shows an ad clickthrough rate of 0.14% which is more realistic estimate if ads will be placed on the fold. For Smart Insights advertisers we offer an MPU in the right sidebar above-the-fold and this has a typical CTR of 0.15 to 0.22% depending on the creative and content asset on offer.

Comparison of rich media and standard media CTRs

 

3. Ad CTR trends 

This chart, also from the Doubleclick shows that the 0.1% CTR has been an average for some time.

Ad CTR Trends

For anyone researching trends in display advertising in different countries or sectors you could try the Doubleclick Ad Research page - these reports don't tend to be updated so frequently though.

Facebook ad clickthrough example

These Facebook Ad CTRs for different types of ad formats are taken from a test run by Smart Insights contributor Marie Page. They show that by using targeting in Facebook it's possible to improve on general Internet ad clickthough rates.

Boosted vs Promoted post vs ad results

Variation in online ad clickthrough rates by country

This is historic data for reference - for the latest use the interactive Display benchmarking tool.

Region Overall Click-through Rate Percent (%)
North America
Canada 0.09%
United States 0.10%
EMEA
Austria 0.11%
Belgium 0.13%
Denmark 0.12%
Finland 0.05%
France 0.12%
Germany 0.11%
Greece 0.17%
Ireland 0.10%
Italy 0.10%
Luxembourg 0.09%
Netherlands 0.14%
Norway 0.11%
Spain 0.12%
Sweden 0.08%
Switzerland 0.12%
United Arab Emirates 0.18%
United Kingdom 0.07%
JAPAC
Australia 0.07%
China 0.12%
Hong Kong 0.17%
India 0.18%
Malaysia 0.30%
Singapore

0.19%

Source: DoubleClick for Advertisers, a cross section of regions, January and December 2009, Published July 2010

For latest data see Doubleclick Display Ad Benchmark Statistics.

Variation in online ad Clickthrough Rates by ad format

Ad clickthrough rate naturally varies according to placement (position on screen) and ad format (shape and size). The traditional full-banner performs very poorly compared to skyscrapers, the ubiquitous medium rectange and the newer large rectangle format.

Variation in online ad Interaction Rates by ad format

Interaction rats differ for different ad formats in a similar way to ad formats.

Interaction rate definition:

Interactions are defined as the user does one or more of the following:

  • Mouses over the ad for 1 continuous second
  • Clicks an Exit link
  • Makes the ad display in Full Screen mode
  • Expands the ad

Social media ad clickthrough rates - a comparison of Facebook and Twitter CTRs

Wordstream have posted an interesting analysis comparing Facebook and Twitter. It's generally known that Facebook has low CTRs because ad units are not that prominent - it's similar with LinkedIn. Although this is changing as more prominent ad units are created, particularly on mobile.

twitter-vs-facebook-ctr

You can read the full analysis from Larry Kim on Facebook vs Twitter CTRs on Wordstream which includes a wider analysis of the importance of their advertising including mobile.

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