Advertising Click-Through Rate Benchmarks, March 2013 [CHART]

Social and mobile gaming ads generate an average click-through rate (CTR) of 3%, reveals MediaBrix [PDF] in a new study. That’s far higher than the 0.1% average for standard banner ads (per MediaMind), and various other benchmarks cited in the study supplied by outside sources, including mobile banner ads (0.86%) and Facebook ads (0.11%). Moreover, CTR for social and mobile gaming value exchange ads – where users receive a reward for viewing the full ad – generate an average CTR of 11%.

Video ad completion rates have been argued to be more important than click-through rates, and the MediaBrix study shows that social and mobile gaming value exchange ads (exclusively video ads) perform well in this regard too, with a 91% completion rate. That outperforms Vindico benchmarks cited in the report, including completion rates on ad networks (68%), portals (74%), and video portals (83%), trailing only completion rates for ads seen in full episodes (93%). Read the rest at MarketingCharts.