Click Thru Rate Benchmark Study for Display Ads by BESegal

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The Click Thru Rates ("CTR") presented in this study may be a better indicator of the quality of the traffic on a publisher's web site than the quality of the creative content and offer in the ads. This study presents CTR's for billions of ad impressions bought by 150+ ad networks (not exchanges and not DSP's) from 75+ URL's over about 22 months. Note 74% and 15% of the impressions, were bought in the U.S. and Europe respectively. So it's very useful for evaluating CTR's there and high outliers in other countries.

Transcript of Click Thru Rate Benchmark Study for Display Ads by BESegal

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12.30%

13.35%

0.28%

0.34%

0.31%

0.17%

0.44%

0.36%

0.06%

0.01%

0.22%

0.12%

0.07% 0.23% 0.44%

0.26%

0.07%

0.06%

0.40%

0.01%

0.31%

2.84%

0.53%

0.73%

0.31%

0.25%

0.41%

0.11%

0.42%

0.24%

0.13%

0.34%

0.57%

0.15%

0.23%

0.15%

0.14%

0.49%

0.29%

0.43%

2.63%

0.51%

0.34%

0.28%

0.15%

0.44%

0.02%

0.16%

0.08%

0.27%

6.06%

0.63%

0.63%

0.05%0.21%

0.16%

0.05%

0.09%

0.28%

0.23%

0.18%

0.44%

0.22%

0.46%

0.46%

0.73%0.31%

0.33%

0.09%

0.35%

0.39%

0.78% 0.48%

0.26%0.43%

0.04%

0.21%

0.21%

0.35%

0.40%

0.22%

0.33%

0.60%

0.35%

0.18%

0.84%

0.24%

0.58%

0.30%

0.11%

0.45%

0.37%0.08%

0.18%

0.18%

0.28%

0.22%

Hugh outlier high. Does this indicate click fraud?September 2012: Kazakhstan in AsiaCTR: 12.30%, Impr per Day: 6,476

CTR by Country, Month and Year - September 2012 (Impr = 3,012 to 13,611,945,353) (Clicks = 0 to 59,080,284) (Impr per Day = 97 to 439,095,011)

Continents

0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80%CTR (Est)

Oceania

Europe

Americas

Africa

Asia

North America

Antartica

0.77%

0.69%

0.29%

0.25%

0.24%

0.17%

0.13% Av. 0.27%

Quick View: CTR by Continent

Continents% of TotalImpr (Ge.. URL Count

NetworkName Co..

Months ofData Cou..

Oceania

Europe

Americas

Africa

Asia

North America

Antartica

Grand Total 22

10

22

22

22

22

22

22

164

34

157

128

116

126

143

117

81

20

78

68

66

70

70

69

100.0%

0.0%

74.1%

4.4%

0.4%

4.4%

14.7%

2.0%

Quick View: Sample Size (n= ) (Descending by CTR)

*Benchmark: CTR's, Ad Traffic Quality & Click Fraud Detection22 Months of Click Thru Rates for Display Ads Bought by 164 Ad Networks from 81 URLs

Want more insight, email BruceESegal@gmail.comPrepared by Bruce E. Segal, E*S*Q Unlimited with Tableau.

Click ContinentName to Right &Filter WeeklyTrend & Map

0.13% 0.77%

CTR (Cntr = 0.45%)

0.49%

0.02%

0.12%

CTR Trend by Week

0.00% 2.50%

CTR (Cntr=0.25% End=2.50%)

Click to Animate by DateSeptember 2012

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