MediaMind research shows that CTR has been declining over the past decade, with a large decline of 18%, during the financial crisis following the collapse of Lehman Brothers in September 2008. The study reveals that paradoxically, one of the main reasons for the drop in CTR is the success of online display advertising; the increase in the number of online ad impressions outpaced users’ rise in clicks, which resulted in lower CTR.
The study 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.”
The research also identified some simple solutions for advertisers to improve their campaign performance. Some of these steps include focusing on targeted content such as games, weather, technology and travel, instead of general environments like social networks. Furthermore, advertisers should also utilize larger standard banners to increase visibility. The study also shows that creative optimization algorithms boost CTR and conversions. In addition, advertisers may also improve performance by retargeting users who are underexposed to campaigns.
For more information on MediaMind, visit http://www.mediamind.com
MediaMind is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers. MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats, including rich media, in-stream video, display and search. Headquartered in New York, MediaMind delivered during 2009 campaigns for approximately 7,000 brand advertisers, servicing approximately 3,350 media agencies and creative agencies across approximately 5,150 global web publishers in 55 countries throughout North America, South America, Europe, Asia Pacific, Africa and the Middle East.
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