Average Click Thru Rates
In online video advertising, the average click-through rate (CTR) is about 0.26%. For digital display ads in general the average CTR is 0.05%. This article outlines the average click-through rates of these and several other forms of media advertising. All data is recent and focused on industries in the United States, but our findings indicate the average CTR for these ad formats reviewed may vary widely based on industry.
In online video ads, the average CTR was 0.26% for the third quarter of 2017 in the United States. The average CTR for video ads on Facebook is 2.54%, although it is noted that social media advertising for all ad formats is a unique sub-category. In general, video ads are the most effective format to generate user engagement, which is six times higher for video ads on social media platforms than any other ad format.
For display ads the current average CTR is just 0.05% (across all formats and placements). For rich media ads the average CTR is 0.1%.
While this may be considered a low average CTR, it is noted that even when viewers do not click on display ads, this format generates site visits and subsequent searches. Display ads on Facebook have a CTR of 2.87% for photo ads and 0.36% for ads requiring the user to click on a link. Photo ads are considered the greatest performers across all ad categories on social media platforms, where they have a 12% higher click performance than video ads. Display ads remain one of the two most common types of online ads.
The average CTR for search ads is 1.91%. It is assumed that the CTR for ads is higher than other categories because the user is actively researching a topic related to the ad. The average CTR for adWords paid search ads is 2%, and the higher rate likely reflects a greater likelihood than the user is searching for similar content. Search ads are also one of the two most common types of online ads.
The CTR for native ads was 0.8% for the third quarter of 2017. However, our findings revealed that CTR for native ads varies based on the user's device, and premium native ads are most successful on smartphones. For example, the CTR for native ads was 0.38% on smartphones and 0.33% on tablets, but much lower on desktop computers, where the average CTR is only 0.16%.
In summary, the average click-through rates for online video, display, search and native advertisements are 0.26%, 0.05%, 1.91%, and 0.8%, respectively. All data collected from recent and reliable sources focusing on industries in the United States.