BizSugar.com › Online Marketing › Average clickthrough rates for banner ads

According to a study of more than 10 billion banner inquiries across Europe from ADTECH, the average click-through rate fluctuates between 0.11% and 0.19%. Apparently, users click on display ads more frequently toward the end of the year, during the major online shopping period. The rate then restabilizes in January at 0.12%.

Since 2004, the average click-through rate has fallen, however, from around 0.3%. In 2006, ABI Research reported that the average click-through rate for an online banner ad was 0.2%, indicating that the decline has been steady.