Re: UKNM: Banner Clickthrough rates

[Ray Taylor]

Paula Dauncey <

paula [dot] daunceyimaginet [dot] co [dot] uk

> asks:


> Does anyone have the most up to date figure for the average internet

banner

> clickthrough rate? I thought it was around 0.5% but some of the guys in my

> office say that it's much lower than this now.


Usual answer:


1. No such thing as an "average" - the internet is too big and diverse.

2. Typical rates are often reported at 0.5% and lower - not sure I have ever

seen any research on this so doubt the validity of this "statistic" anyway.

3. Reported rates, where they are declining, do so because campaigns are not

being managed properly. Most of our clients report increasing click rates

(some over 10%) for campaigns that we manage - need I say more.

4. Response to a campaign where response is an issue should be measured

using a combination of click rate, conversion rate, cost (usually per

thousand impressions) and resulting cost per click and cost per conversion.

5. Response to B2B campaigns is typically much lower than B2C - but often

the value of the sale is higher.

6. Typical response rate to a banner campaign for a dotcom is higher than

reported response rates to other media such as TV, radio, print and posters.

See recent issue of Marketing Week and other trade titles for evidence.

7. Properly managed online campaigns are also usually more cost-effective.

8. Integrated campaigns (online and offline) can produce results that far

exceed those from any single-medium campaign.


Then again, you could always go for that "banner advertising doesn't work"

line that the old media agencies (and technonerds) trot out all the time

(cos they don't know which end of it to suck).


Ray Taylor



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