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After Years of Decline, Ad Banner Click-Through Rates Stabilize: MediaMind

By Ken Magill

After an almost decade-long slide and a steep decline during the financial crisis of 2008, average banner click-through rates have apparently stabilized, according to a report released today by online-campaign-management firm MediaMind.

According to MediaMind, formerly Eyeblaster, click-through rates stopped declining in 2009 and have remained fixed at an average rate of 0.09% since.

This is compared to 0.15 percent in 2006, according to MediaMind. The company reports that average click-through rates dropped by 18 percent in 2008.

“The new findings are an encouraging sign for advertisers,” said Gal Trifon, CEO and co-founder at MediaMind, in a statement. “Although CTR is only a partial measure of online success, the leveling of CTR shows that online advertising has reached a level of maturity and that advertisers have become more sophisticated in luring users’ interest.”

I checked with my media VP spouse and MediaMind’s report is in line with her experiences. I can’t name her or her agency. Otherwise she’d have to get, like, 17 layers of permission. But she and her team buy online media for many well-known brands.

According to Mrs. Media VP, her clients’ campaigns’ average banner click-through rates range from 0.04 percent to 0.11 percent. However, she said, she doesn’t put a whole lot of focus on clicks.

“Honestly, my main metric is conversion and ROI,” she said.

Meanwhile, MediaMind also reported that bigger ads get better results.

“Bigger online real estate yields higher visibility and increases the likelihood that users click or convert after seeing an ad,” the report said.

Get the whole report here.


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