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Average ad clickthrough rates

Posted by Michael Bloch in web marketing (Thursday March 12, 2009 )

Is his bigger than mine? It’s a question asked by many males in relation to certain body parts, but also applies to curiosity regarding clickthrough rates. Here’s some stats you can compare yours to.

According to data from ADTECH and reported by eMarketer, in a study of over 10 billion banner impressions, the average click-through rate fluctuates between 0.11% and 0.19%. The click-through rate has fallen from 2004, when it was around 0.3%.

Some creative specific clickthrough statistics from ADTECH for Europe (2008):

Video ads: 1.7%
Popup/layer: 0.5%
Skyscraper 120 x 600: 0.3%
Wide Skyscraper 160 x 600: 0.2%
Medium Rectangle 300 x 250: 0.2%
Full size 468 x 60: 0.2%
Half size 234 x 60: 0.5%
Leaderboard 728 x 90: 0.1%

Interesting that bigger banners are not always better and with even bigger size banners about to be trialed on a selection of high traffic sites, it will be interesting to see how those fare.

None of those are dazzling figures, but it does go to show that popups aren’t dead – in fact, you can get much higher “conversions” that those statistics reflect using popups for increasing subscriptions and showcasing special offers on-site. I’ve used them extensively and have experienced anything up to 600% increase in subscriptions for sites I’ve implemented them on.


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