Display Ad Benchmarks
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.