If not the click, than what?

Remember why you’re advertising…You are not advertising for clicks…What you’re advertising for is to sell me stuff or change perception, and that’s what we need to be measuring against.
Carrie Frolich, Managing Director Digital, Mediaedge:Cia

Redemption of Online Advertising - CTR in Europe

Today Emarketer published new interesting data about Click Thorugh Rate or CTR of Online Adv Format. Since is one of the most keyword/argument thourgh users arrive on my Blog, i think useful post here something about and invite you to read more here on EMarketer

According to a study of more than 10 billion banner inquiries across Europe from ADTECH (not to be confused with ad:tech), the average click-through rate fluctuates between 0.11% and 0.19%.

ADTECH found that the size of the ad also affects the click rate. Not surprisingly, bigger is better.

A glance up at the chart reveals that the majority of clicks in the display field go to pop-ups, layers and the half-size format (234x60), with an average of 0.5% each. Video ads performed even better at an average 1.7% click rate.
I already reported here results of Research made by DoubleClick where you can find confirmation about the "size does matters" theory.

Average Click Through Rate (CTR) of display advertising

i've received an interesting research report from DoubleClick...one of the insights gives indications about average click-through rate of display advertising formats and obviously hits my attention...i'm sure many of you will find it really interesting...enjoy it and use it responsible ;D