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.

Doubleclick (the display advertising arm of Google) are the best source for this data globally, but unfortunately, they don’t update their data often. Check the Doubleclick Ad Research Page for the latest. They used to publish a quarterly benchmark which they don’t any longer, but in May 2013 introduced the Display Benchmarking tool as part of Think Insights. As this example shows, you can select by country, sector and ad format to create your own benchmarks.

Display Ad CTR Tool

For anyone researching trends in display advertising in different countries or sectors this other report could be useful. In 2012, Doubleclick did publish a PDF report that gives additional insight on the most popular ad formats and the importance of display ads in different sectors.

Average Internet ad clickthrough and interaction rates

Display ads are renowned for low clickthrough rates as this compilation of display ad clickthrough rates from across the UK and Europe shows. Display ads only gain around 1 click every 1000 impressions. Shocking! It seems that banner blindness is alive and kicking. But if you review interaction rates, there is a greater degree of interaction depending on format as the charts later in this post show.

Clickthrough Rate (CTR) Interaction Rate (%) Average Interaction Time Expansion Rate Video Complete Rate Average Display Time Average Expanding Time
0.11% 2.41% 9.31 secs 5.63% 51.08% 34.70 secs 6.07 secs

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

Variation in online ad clickthrough rates by country

Banner ads are somewhat more effective in some countries, particularly Asia-Pacific, but as you would expect, figures are similar.

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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  1. We recently ran a series of ads on Facebook. We found a significant apparent ‘abandonment’ rate – i.e we paid for a lot of clicks that (apparently) did not reach our site (quite a lot bounced when they got there too, but that’s another story). I cannot find stats on the average abandonment, yet it surely must be a common problem that inceases the effective cost of FB ad clicks?
    I would appreciate your comments/experience.
    Thanks
    David

    • Yes, attrition’s a problem particularly when clickthrough rates tend to be so low and prices so high. I have seen anecodotal stats on this, but can’t locate them currently – they don’t tend to be regularly published! I will ask on Twitter to see whether I can help.

      From memory an average attrition for Adwords or display ads is c10-15% are lost before recording in analytics. How are you faring compared to this? Could there be a click-fraud problem with your type of ads?

      • I have seen click to visit attrition rates getting close to 40% from some display activity. Playing devils advocate if display deals are negotiated that include “post impression” conversions then it is not a big surprise to see click to visit drop off up to these levels.

    • It’s from people like me who click the ad on accident, and then close the new window that opened up immediately. The tracking for the banner shows a click, but the user never actually saw your content. Better analytics would require something to be installed on your website.

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  4. Hi Dave. Can you say more about this “attrition” rate or “abandonment” rate. In a recent Facebook campaign, I found Google Analytics recorded less than 30% of the clicks that Facebook did (while Adwords stats always seem to be pretty accurate, funnily enough). I thought it was a problem with GA’s losing the data but are you saying that those clicks (for which I’m paying) are not even reaching my website? Thanks, Simon

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  121. Hi Dave, really useful article and data!
    Is it me or do you think it’s strange that ‘Clicks an Exit Link’ is considered an interaction. I assume this is for ad formats like roadblocks which pop up for 10 seconds or so. The other 3 actions make sense as an interaction but this almost feels like the opposite?
    Cheers
    Joe

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  123. This is great data, Dave, thanks! It’s refreshing to see the actual standard CTR performance of these ad formats rather than just the fluff “top performing ad format” designation we get with Adsense. The Doubleclick data gives me a nice benchmark to shoot for.

    Thanks!
    Betsey

  124. As I love to tell clients, you’re more likely to survive a plane crash than click on a banner ad.

    • LOL. But you’re much less likely to ‘be in’ a plane crash than see a banner ad.

    • I agree that the percentage of banner ads are generally low, but you have to look at this from a cost per conversion. It cost a lot less to reach 1000 in online advertising then it does in print, TV, or direct mail. So you have to compare same budgets. Same with direct mail. It costs more to do personalized mail than static mail, but the cost per conversion is much lower because it can move the response rate from 1% to 4-6%. With online it also important that you always send them to a landing page and not your home page. Online advertising is a direct response medium and when you get a click you need to do everything to convert.

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  129. Thanks for sharing these stats, Dave. A lot of great resources here to go through as well.

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  131. Great benchmark data!

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  136. Zhanna Barishnikova

    very strange Russia is not included in this list

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  175. Are these benchmark figure for push display, or also including retargeting?

  176. any info on statistics regarding clicks on news headlines?

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  183. Is anyone else struggling to get into the Benchmarks Tool? Has Google taken it down?

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  193. Dave, do you offer the ability for those of us engaged in list building or affiliate marketing to buy time in your side bar and advertise?
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  196. I was wondering about retargeting too for Twitter. Anybody has some info on that?

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  199. Thank for useful info. Nice list for web design!
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  203. Bing Explorer is a Bad Bad Bad Bad tool. Don’t waste time to use this
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  204. tnx very goood , good luck ! i love smartinsights دانلود فیلتر شکن

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