Re: "industry average" in click-through

Cliff Kurtzman (cliff.kurtzman_at_tenagra.com)
Fri, 21 Jun 1996 12:20:18 -0600

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Bob Poulsen <web_at_ecola.com> wrote:

>I think "click-rate" may be the next frontier of advertiser education,
>following the ever-popular "hits". Does anyone know of any reliable
>published information on this?

I usually hear ranges quoted of between 0.5% and 6%. It probably varies
based on a lot of factors, such as how compelling the banner is designed,
where the banner is positioned on the page, and how strongly the banner
subject matter matches with the audience of the page.

The only real study I know of is one done by I/Pro on the Web Review site.
That study showed Web Review's average ad click rate was 7.9%. The highest
ad click rate was 17.9% and the lowest was 2.4%. For details, see:

http://livedv.com/Spectrum/spec0418.html#Web

I've often wondered why the Playboy web site advertises banner rates of
about 1 cent an impression, which is much less than many other high traffic
sites quote (typically 2 cents an impression or more). Perhaps this is
because people that are visiting the Playboy web site are less likely to
"click-through" to off topic ads than people visiting other sites. Just
speculating...

--Cliff

Cliff Kurtzman
backup moderator

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