Research: Banner Advertising Click Through Rates Analysis

Banner Advertising might be considered the smaller cousin of the much larger search advertising but Banner Advertising is still bread and bu...

Banner Advertising might be considered the smaller cousin of the much larger search advertising but Banner Advertising is still bread and butter for many large sites and so a study on banner advertising makes for some interesting read especially for the publishers.  ADTECH did a study of more than 10 billion banners across Europe and released some interesting stats as provided by emarketeer.
  1. The average click-through rate of the banners fluctuates between 0.11% and 0.19%.
  2. Users click on display ads more frequently toward the end of the year, during the major online shopping period.
  3. Another Interesting stat from Emarketeer is that click through of a mobile ad is 2-3% which is way greater than the avg for Internet ad
  4. ADTECH also found that the size of the ad also affects the click rate. It found that bigger the size greater the click through rates.
  5. A glance up at the chart will reveal that the majority of clicks in the display field go to pop-ups, layers and the half-size format (234x60), with an average of 0.5% each.( Now You know why Indian sites like Rediff refuses to give up its pop ups and pop unders )
  6. Video Ads were the winner with an average 1.7% click rate but compared with banner ads they are more expensive to both place and produce, and as their novelty wears off their rates may decline, too.
Related Read:
Online Advertising Preferences of Consumer
Research: Repeat Visitors more likely to click on Ad
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3 comments

banner display said...

The number of click-through rate will always depend on the banner itself. Your banner should be attractive enough in order to receive clicks. There factors to consider for certain banner to gain enough attention.

Abhishek said...

Despite the ads being as attractive as possible clickthrus for banners is usually low

VJ1681 said...

If we consider, a video ad as an extention of a banner ad, I agree with 'banner-display's' idea that attractive banners generate greater clickthrus.
Moreover I feel that a greater customization of the ads (format) according to the target segment could be more effective. For Eg. for a German product which is targetting the UK customer one must not go by the German clickthru rate where were a 'Half Size' ad wins the race but should go for a 'Pop-up' ad which actually could generate more clickthrus in UK.

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