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

 

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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