MediaPost Publications - Video Ads Generate Highest European Click-Throughs; Overall Rates Down - 05/11/2007
ACCORDING TO AN ANALYSIS BY ADTECH AG, video ads generate the highest click-through rates in Europe, amidst declining click-through rates overall. The Frankfurt, Germany-based ad distributor said the current click-through rate of 0.18% is the lowest in the three years it has been analyzing the banner ads it's served.
Down from 0.22% this past December, and 0.27% in June 2005, the decreasing numbers show that consumers "have increasingly gotten used to online advertising," said Dirk Freytag, CEO, ADTECH. "You have to be interesting and reach them with new formats, such as video ads."
On average, video ads received a relatively high percentage of clicks--almost 5%--while new large-format ad spaces such as Skyscrapers and Leaderboards came in at 0.11% and 0.12%, respectively.
In past years, marketers and industry analysts alike have acknowledged that average banner ad click-through rates in the U.S. have fallen far below their peak of 3%, and this data marks the same trend in Europe. It also reinforces the overall industry shift toward moving beyond the click-through rate as the most important ad performance metric.
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