Digital 101: Average Click-thru Rates

Whenever I work with Sales on an RFP some of the most common questions I get asked surrounds CTR, mainly:

1. What’s our average click-thru rate? and
2. How do these compare to Industry averages?

My response to the first question is usually "that depends on the size and type of creative”. Also, the Advertiser’s Industry may play a part in the CTR performance as well.

While most Publishers are able to provide their teams with internal site performance metrics, Google's DoubleClick Benchmark Report - an aggregate of DFA data that includes hundreds of advertisers, thousands of campaigns and tens of billions of ad impressions - provides a good benchmark for click-thru rates on display ads that can be used to make those initial "Which ad size and type should the Advertiser go with?" decisions.

Below is one example of the metrics presented in Google’s DoubleClick Benchmark Report.