US Ad CTR Benchmarks By Format [CHART]

Chart - US Ad CTR Benchmarks By Format

DG MediaMind has released its latest report benchmarking performance metrics for several online ad types and formats across dozens of countries and verticals. The study finds that in the US, the average click-through rate (CTR) for in-stream video ads was 1.11% in 2012, up from 1.03% in the previous study (covering Q2 2011 – Q1 2012). That topped the benchmark rates for mobile banners (0.88%, inching up from 0.87%), rich media (down slightly from 0.15% to 0.14%), and standard banners (unchanged at 0.1%).

The study also finds that 91.4% of in-stream video ad impressions were started (down from 92.75%), 81.1% of those were played half of the way through (down from 82.43%), and 74% were fully played (down from 74.78%). Read the rest at MarketingCharts.