Average Click-through rates for Banners and Emails
Last week, Nick Myers asked me if I was able to find some CTR benchmarks for online display advertising such as banners and email marketing. Official industry statistics on average click-through rates industry averages on't really exist as CTR is highly subject to creative effectiveness which is very campaign specific. However, below are some benchmarks gathered from various sources.
AVERAGE RESPONSE RATES BANNERS: Between 0.10%-0.13%
- Average click through rates have almost halved since 2004, UK click through rates are averaging 0.13% [ADTECH via Association of Online Publishers, 2009 ]
- Click-through rates on banners have declined from 0.33% to 0.19% from 2004 through 2008.This decline has been particularly difficult for marketers struggling to drive ROI in a tough economy. One major contributor is the rise in clutter, i.e., the number of ads a consumer sees online in a given day. [Forrester, Go Big or Go Home Advertising, 2009]
- For 2008, average Click-through in the US was 0.10% for banners [DoubleClick, Benchmark Report, 2009]
AVERAGE RESPONSE RATES EMAIL: 2.8%-5.9%
- Click rates in Q2 2009 remained stable compared with Q2 2008 at 5.9%. [Epsilon, October 2009]
- Average Click Rate Trends are at 2.80% [Source: MailerMailer, June 2009]
So, what do you think? Are these indeed correct averages? If you have any other figures, don’t hesitate to post them in the comment section!
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