New study says the clicks are in rich media
A new report by MediaMind Technologies claims that rich media ads receive Click-Through Rates (CTR) three times higher than standard banners.
The study found rich media ads achieve a CTR of 0.15% on average, while standard banners are clocking up 0.05%. All rich media ad formats also outperformed standard banners in the study.
“The new findings are an encouraging sign for advertisers,” said Gal Trifon, CEO and co-Founder of MediaMind.
“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.”
Click through rates have been declining over the past decade. The study revealed that one of the main reasons for the drop in CTR is the success of online display advertising; the increase in the number of online ad impressions had outpaced users’ rise in clicks, which resulted in lower click through rates.
The study also found that users who are exposed to relatively few ads are more likely to have a high CTR as compared to users who are exposed to a high number of ads.
Caroline Bollaci, Country Manager for AU/NZ explains that the research was derived from extensive data mining.
“To produce these benchmarks,” she tells Marketing magazine, “MediaMind Research analysed the results of over 200 billion impressions delivered in six different regions and more than 50 different countries.”