Online Display Advertising

Dave Chaffey, author of "Display Advertising Clickthrough Rates", compiles a US, Europe, and Worldwide display ad clickthrough rates (CTR) statistics summary that helps marketers study this style of marketing. The summary includes:

1. Overall Display Ad CTRs  [Across all ad formats and placements Ad CTR is 0.06% - this is less than 1 click per 1000 impressions] 

1. Rich media CTRs [Rich media Ad CTR is 0.27%]  
   

1. Ad CTR trends [The following chart show that 0.1% CTR has been a consistent average] 
   

1. Comparison of display, search and social ads CTRs [The following image is useful for modeling the response of digital media for top-level budgets] 
   

Facebook Ad Clickthrough Example:
The following image shows that by using targeting in Facebook, it is possible to improve on general Internet ad clickthrough rates. 

Social Media Ad Clickthrough Rates - A Comparison of Facebook and Twitter CTRS:

The Challenge of Online Ad Viewability

This is another issue for advertisers to consider when evaluating online ad effectiveness measures by clickthrough rates. Ad blocking has also impacted advertisers since blockers have increased in popularity across the country.

Viewability refers to the percentage of ads in a campaign or on a publisher site that are potentially available for clickthrough. 44.9% of all ads are clickable since ads may be below the fold and users do not scroll to see them.

After reviewing Dave's post, I do think CTR is something that organizations should look into when deciding their budget. But I do believe that just because the clickthrough rate is not very high, there are still many potential consumers that are simply exposed to the information through that ad. It's something very hard to put a statistic to. If I was a large business, I would definitely put plenty of money into my online ad viewability, even if our statistical CTR wasn't very high.

Linkedin

Linkedin is a great example of a company that uses online display advertising and is very good at it! When I log into my account, there are crisp and clean advertisements that do not seem cluttered and I am drawn to view what each one is talking about.