Banner Advertising and Web Site Analytic Terms:
Click Rate, Click Through Rate (CTR): The click rate is the percentage of ad views
that resulted in clickthroughs. Although there is visibility
and branding value in ad views that don't result in a clickthrough,
this value is difficult to measure.
A clickthrough
has several values: it's an indication of the ad's effectiveness
and it results in the viewer getting to the advertiser's
Web site where other messages can be provided. A new
approach is for a click to result not in a link to another
site but to an immediate product order window. What a
successful click rate is depends on a number of factors,
such as: the campaign objectives, how enticing the banner
message is, how explicit the message is (a message that is
complete within the banner may be less apt to be clicked),
audience/message matching, how new the banner is,
how often it is displayed to the same user, and so forth.
In general, click rates for high-repeat, branding banners
vary from 0.15 to 1%. Ads with provocative, mysterious,
or other compelling content can induce click rates ranging
from 1 to 5% and sometimes higher. The click rate for a
given ad tends to diminish with repeated exposure.
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