MediaMind has released a report which shows that the global click-through rate on standard banners stopped declining in 2009 and 2010 and has remained fixed at around 0.09%.
The study titled “Standard Banners –Non-Standard Results" reveals that one of the main reasons for the drop in CTR is the success of online display advertising as the increase in the number of online ad impressions outpaced users’ rise in clicks. This as you might imagine resulted in lower CTR. The study also found that users who are exposed to relatively few ads are more likely to have a high CTR as compared to users who are exposed to a high number of ads.
“The new findings are an encouraging sign for advertisers,” said Gal Trifon, CEO and co-Founder at MediaMind. “Although CTR is only a partial measure of online success, the leveling of CTR shows that online advertising has reached a level of maturity and that advertisers have become more sophisticated in luring users’ interest.”