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The latest ad click counts from eMarketer

The latest ad click counts from eMarketer

It may not be what you want to hear, but over the course of the year click-through rates vary.

According to a study of more than 10 billion banner inquiries across Europe from ADTECH (not to be confused with ad:tech), the average click-through rate fluctuates between 0.11% and 0.19%. Apparently, users click on display ads more frequently toward the end of the year, during the major online shopping period. The rate then restabilizes in January at 0.12%.

Since 2004, the average click-through rate has fallen, however, from around 0.3%.

In 2006, ABI Research reported that the average click-through rate for an online banner ad was 0.2%, indicating that the decline has been steady.

Across Europe click-through rates vary significantly. Users in France are at the high end with an average click rate of 0.18%, and UK users are at 0.13%. At 0.10%, the German click rate is in the middle of the European range. Scandinavian Web users are more “click cautious,” with average rates of 0.04% for Sweden, 0.05% for Finland and 0.06% for Norway.

ADTECH found that the size of the ad also affects the click rate. Not surprisingly, bigger is better.

A glance up at the chart reveals 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. Video ads performed even better at an average 1.7% click rate.

Obviously, video ads greatly increase click-through rates, 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.


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