CTR data

Interesting report on click through rates in Europe against 10 billion impressions. The rate range was from 0.11% to 0.19%, settling in at 0.12% after the holidays. What was interesting to me is that in 2004, click through rates were at 0.33%. The article also speculated that although online video click through rates were markedly higher, that they would also face a decline once the "novelty" wears off.

Publishers would be wise to pay attention. The more they can integrate an advertising experience that yields high click through rates that don't bastardize the user experience, the more likely they will be left standing as the market continues to mature.