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.

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Click Thru Rate Benchmark Study for Display Ads by BESegal

  1. 1. About Tableau maps: www.tableausoftware.com/mapdata 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 Asia CTR: 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 Total Impr (Ge.. URL Count Network Name Co.. Months of Data 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 Detection 22 Months of Click Thru Rates for Display Ads Bought by 164 Ad Networks from 81 URLs Want more insight, email BruceESegal@gmail.com Prepared by Bruce E. Segal, E*S*Q Unlimited with Tableau. Click Continent Name to Right & Filter Weekly Trend & 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 Date September 2012 Show History

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