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2017 Online Advertising
Benchmarks Aggregated Report
2
Contents
Desktop Display
Standard Ad Type CTR
Rich Media Ad Type CTR
Interaction Rate
Interaction Time (secs)
Video Comp...
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Video Completion Rate
for UAP Desktop Display
UAP Average CTR
for Mobile Display
(non-HTM...
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In-Stream Video
100% Completion Rate
UAP Average CTR
for Mobile Display
(HTML5)
In-Stream...
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Industries with Above Average
Email CTR
Email Marketing CTR
for Opt-In Email Database
Ema...
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Desktop Display
Table of Contents
7
Standard Ad Type CTR
0.04%
0.05%
0.25%
0.04%
0.06%
0.09%
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
160x600 300x250 728x9...
8
Rich Media Ad Type CTR
0.04%
0.06%
0.03%
0.02%
0.06%
0.04%
0.00%
0.01%
0.02%
0.03%
0.04%
0.05%
0.06%
0.07%
160x600 300x2...
9
Interaction Rate
1.20%
1.91%
0.81%
1.17%
2.20%
1.46%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
160x600 300x250 728x90 120x600 ...
10
Interaction Time (seconds)
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery...
11
Video Completion Rate
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/...
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Mobile Display
Table of Contents
13
Standard Ad Type CTR
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/t...
14
HTML5 Ad Type CTR
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tool...
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In-Stream Video
Table of Contents
16
In-Stream Video CTR
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/to...
17
In-Stream Video 100% Completion
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediaga...
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Social Advertising
Table of Contents
19
Facebook & Instagram CTR
0.94%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
1.00%
Facebook & Instagram A...
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Email Marketing
Table of Contents
21
Opt-In Email Marketing (Open Rate)
27.16%
20.93%
16.71%
21.90%
21.19%
21.91%
23.80%
22.45% 22.40%
24.90%
22.13%
20.84% ...
22
Opt-In Email Marketing (CTR) MailChimp Research Email Marketing Benchmarks 1/3/2017
http://mailchimp.com/resources/rese...
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Paid Search
Table of Contents
24
Paid Search CTR
1.72%
2.14%
2.55%
2.40%
3.40%
1.66%
2.20%
2.13%
2.65%
1.79% 1.80%
1.40% 1.35%
2.03%
2.38%
2.18%
1.91%
0...
25
Paid Search CTR (Content Network) WordStream, 2,367 US-based WordStream Client accounts. Q2, 2015
http://www.wordstream...
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2017 Digital Advertising Benchmarks Aggregated Report

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2017 Advertising Benchmarks Aggregated Report includes benchmarks sourced from reputable sites like Google Display Benchmarks Tool, eMarketer, MailChimp and others.

Publicada em: Marketing
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2017 Digital Advertising Benchmarks Aggregated Report

  1. 1. Click to edit Master text styles 2017 Online Advertising Benchmarks Aggregated Report
  2. 2. 2 Contents Desktop Display Standard Ad Type CTR Rich Media Ad Type CTR Interaction Rate Interaction Time (secs) Video Completion Rate Mobile Display Standard Ad Type CTR HTML5 Ad Type CTR In-Stream Video In-Stream Video CTR In-Stream Video 100% Completion Social Advertising Facebook & Instagram CTR Email Marketing Opt-In Email Marketing (Open Rate) Opt-In Email Marketing (CTR) Paid Search Paid Search CTR Paid Search Google Content Network CTR This report contains a variety of advertising benchmarks aggregated across a number of reputable industry sources.
  3. 3. Click to edit Master text styles Video Completion Rate for UAP Desktop Display UAP Average CTR for Mobile Display (non-HTML5) UAP Average CTR for Desktop Display UAP Average Interaction Rate for Desktop Display 0.9% 48.07% 0.8%1.46% Source: Google Display Benchmarks December 2015 – November 2016
  4. 4. Click to edit Master text styles In-Stream Video 100% Completion Rate UAP Average CTR for Mobile Display (HTML5) In-Stream Video CTR 76.14% .08% .21% Source: Google Display Benchmarks December 2015 – November 2016
  5. 5. Click to edit Master text styles Industries with Above Average Email CTR Email Marketing CTR for Opt-In Email Database Email Marketing Open Rate for Opt-In Database Source: MailChimp Research Email Marketing Benchmarks 1/3/2017 Arts & Artists Business & Finance Education & Training Home & Garden Legal Non-Profit 2.62% 21.75%
  6. 6. Click to edit Master text styles Desktop Display Table of Contents
  7. 7. 7 Standard Ad Type CTR 0.04% 0.05% 0.25% 0.04% 0.06% 0.09% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 160x600 300x250 728x90* 120x600 300x600 UAP AVG *On courier-journal.com, the 728x90 is a below the fold placement and may not see the same level of engagement as stated in industry averages where it may have received more prominent placement. Source: Google Display Benchmarks December 2015 – November 2016 https://www.richmediagallery.com/tools/benchmarks Table of Contents
  8. 8. 8 Rich Media Ad Type CTR 0.04% 0.06% 0.03% 0.02% 0.06% 0.04% 0.00% 0.01% 0.02% 0.03% 0.04% 0.05% 0.06% 0.07% 160x600 300x250 728x90 120x600 300x600 UAP AVG Source: Google Display Benchmarks December 2015 – November 2016 https://www.richmediagallery.com/tools/benchmarks Table of Contents
  9. 9. 9 Interaction Rate 1.20% 1.91% 0.81% 1.17% 2.20% 1.46% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 160x600 300x250 728x90 120x600 300x600 UAP AVG Source: Google Display Benchmarks December 2015 – November 2016 https://www.richmediagallery.com/tools/benchmarks Table of Contents
  10. 10. 10 Interaction Time (seconds) Source: Google Display Benchmarks December 2015 – November 2016 https://www.richmediagallery.com/tools/benchmarks 16.83 15.00 16.88 14.10 17.54 16.07 0.00 2.00 4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00 20.00 160x600 300x250 728x90 120x600 300x600 UAP AVG Table of Contents
  11. 11. 11 Video Completion Rate Source: Google Display Benchmarks December 2015 – November 2016 https://www.richmediagallery.com/tools/benchmarks 44.03% 43.55% 47.26% 61.98% 43.55% 48.07% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 160x600 300x250 728x90 120x600 300x600 UAP AVG Table of Contents
  12. 12. Click to edit Master text styles Mobile Display Table of Contents
  13. 13. 13 Standard Ad Type CTR Source: Google Display Benchmarks December 2015 – November 2016 https://www.richmediagallery.com/tools/benchmarks 0.05% 0.07% 0.13% 0.08% 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 300x250 300x50 320x50 TOTAL AVG Table of Contents
  14. 14. 14 HTML5 Ad Type CTR Source: Google Display Benchmarks December 2015 – November 2016 https://www.richmediagallery.com/tools/benchmarks 0.06% 0.07% 0.11% 0.08% 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 300x250 300x50 320x50 TOTAL AVG Table of Contents
  15. 15. Click to edit Master text styles In-Stream Video Table of Contents
  16. 16. 16 In-Stream Video CTR Source: Google Display Benchmarks December 2015 – November 2016 https://www.richmediagallery.com/tools/benchmarks 0.21% 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% In-Stream Video Table of Contents
  17. 17. 17 In-Stream Video 100% Completion Source: Google Display Benchmarks December 2015 – November 2016 https://www.richmediagallery.com/tools/benchmarks 76.14% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% In-Stream Video Table of Contents
  18. 18. Click to edit Master text styles Social Advertising Table of Contents
  19. 19. 19 Facebook & Instagram CTR 0.94% 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80% 0.90% 1.00% Facebook & Instagram Ad Source: eMarketer; US Facebook & Instagram Ad Benchmarks http://na2.totalaccess.emarketer.com/Chart.aspx?R=204188&dsNav=Ntk:relevanc e%7cFacebook+CTR%7c1%7c,Ro:-1,N:406,Nr:NOT(Type%3aComparative+Estimate) Table of Contents
  20. 20. Click to edit Master text styles Email Marketing Table of Contents
  21. 21. 21 Opt-In Email Marketing (Open Rate) 27.16% 20.93% 16.71% 21.90% 21.19% 21.91% 23.80% 22.45% 22.40% 24.90% 22.13% 20.84% 21.20% 20.59% 21.72% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% MailChimp Research Email Marketing Benchmarks 1/3/2017 http://mailchimp.com/resources/research/email-marketing-benchmarks/ Table of Contents
  22. 22. 22 Opt-In Email Marketing (CTR) MailChimp Research Email Marketing Benchmarks 1/3/2017 http://mailchimp.com/resources/research/email-marketing-benchmarks/ 2.85% 2.73% 2.34% 2.63% 2.34% 2.59% 3.50% 3.01% 2.44% 2.77% 2.16% 1.90% 1.26% 2.18% 2.62% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% Table of Contents
  23. 23. Click to edit Master text styles Paid Search Table of Contents
  24. 24. 24 Paid Search CTR 1.72% 2.14% 2.55% 2.40% 3.40% 1.66% 2.20% 2.13% 2.65% 1.79% 1.80% 1.40% 1.35% 2.03% 2.38% 2.18% 1.91% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% WordStream, 2,367 US-based WordStream Client accounts. Q2, 2015 http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks Table of Contents
  25. 25. 25 Paid Search CTR (Content Network) WordStream, 2,367 US-based WordStream Client accounts. Q2, 2015 http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks 0.52% 0.41% 0.22% 0.20% 0.52% 0.45% 0.22% 0.14% 0.33% 0.31% 0.37% 0.35% 0.45% 0.24% 0.84% 0.47% 0.35% 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80% 0.90% Table of Contents

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