Based on a study of more than 10 billion banner inquiries across Europe from ADTECH, the average banner click-through rate ranged from between 0.11 percent and 0.19 percent in 2008.

This reflects a consistent decline in average banner click-through rate since 2004, when the average click-through rate was 0.3 percent. According to ABI Research, the average banner ad click-through rate was 0.2 percent in 2006.

Click-through rates varied according to display ad type. For example, pop-ups, layers and the half-size banner format (234 x 60 pixels) each had an average click-through rate of 0.5 percent. Video ads had the highest average click-through rate at 1.7 percent.

According to eMarketer, this does not necessarily mean video ads will maintain such high click-through rates over the long-term. Not only are they more expensive to create and place, but it’s likely that, as their novelty declines, so too will the associated click-through rates.

Source: eMarketer, “The Latest Ad Click Count,” eMarketer, March 11, 2009

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