Redemption of Online Advertising – CTR in Europe
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%.
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 (234×60), with an average of 0.5% each. Video ads performed even better at an average 1.7% click rate.
I already reported here results of Research made by DoubleClick where you can find confirmation about the “size does matters” theory.