Display Ad Benchmarks

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of display ad benchmarks.

Display Ad Benchmarks

Jill Peled

Two major studies show the effectiveness of online display ads for both static and rich media: DoubleClick and Eyeblaster.

For the study from January to December 2008, DoubleClick measured overall U.S. campaign performance norms for static image, flash and rich media campaigns.

For Static Ads: Overall CTR is 0.11%; For Flash Ads: Overall CTR is 0.10%

While Static Ads still use CTR for a measure of performance, Rich Media Ads should use engagement metrics such as interaction rates, interactions times, video completion, and expansions to measure the success of such ads.


Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands