The document is a 2017 online advertising benchmarks report which aggregates data on various advertising types across different platforms, including desktop and mobile displays, video ads, and email marketing. Key performance indicators like click-through rates (CTR), interaction rates, and video completion rates are presented from reputable industry sources. The report aims to provide advertisers with insights into performance metrics to evaluate their own advertising strategies.

1. Click to edit Master text styles
2017 Online Advertising
Benchmarks Aggregated Report

2. 2
Contents
Desktop Display
Standard Ad Type CTR
Rich Media Ad Type CTR
Interaction Rate
Interaction Time (secs)
Video Completion Rate
Mobile Display
Standard Ad Type CTR
HTML5 Ad Type CTR
In-Stream Video
In-Stream Video CTR
In-Stream Video 100% Completion
Social Advertising
Facebook & Instagram CTR
Email Marketing
Opt-In Email Marketing (Open Rate)
Opt-In Email Marketing (CTR)
Paid Search
Paid Search CTR
Paid Search Google Content Network CTR
This report contains a variety of advertising
benchmarks aggregated across a number of
reputable industry sources.

3. Click to edit Master text styles
Video Completion Rate
for UAP Desktop Display
UAP Average CTR
for Mobile Display
(non-HTML5)
UAP Average CTR for
Desktop Display
UAP Average Interaction Rate
for Desktop Display
0.9% 48.07%
0.8%1.46%
Source: Google Display Benchmarks December 2015 – November 2016

4. Click to edit Master text styles
In-Stream Video
100% Completion Rate
UAP Average CTR
for Mobile Display
(HTML5)
In-Stream Video CTR
76.14%
.08%
.21%
Source: Google Display Benchmarks December 2015 – November 2016

5. Click to edit Master text styles
Industries with Above Average
Email CTR
Email Marketing CTR
for Opt-In Email Database
Email Marketing Open Rate
for Opt-In Database
Source: MailChimp Research Email Marketing
Benchmarks 1/3/2017
Arts & Artists
Business &
Finance
Education &
Training
Home & Garden
Legal
Non-Profit
2.62%
21.75%

6. Click to edit Master text styles
Desktop Display
Table of Contents

7. 7
Standard Ad Type CTR
0.04%
0.05%
0.25%
0.04%
0.06%
0.09%
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
160x600 300x250 728x90* 120x600 300x600 UAP AVG
*On courier-journal.com, the 728x90 is a below the fold
placement and may not see the same level of engagement as
stated in industry averages where it may have received more
prominent placement.
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tools/benchmarks
Table of Contents

8. 8
Rich Media Ad Type CTR
0.04%
0.06%
0.03%
0.02%
0.06%
0.04%
0.00%
0.01%
0.02%
0.03%
0.04%
0.05%
0.06%
0.07%
160x600 300x250 728x90 120x600 300x600 UAP AVG
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tools/benchmarks
Table of Contents

9. 9
Interaction Rate
1.20%
1.91%
0.81%
1.17%
2.20%
1.46%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
160x600 300x250 728x90 120x600 300x600 UAP AVG
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tools/benchmarks
Table of Contents

10. 10
Interaction Time (seconds)
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tools/benchmarks
16.83
15.00
16.88
14.10
17.54
16.07
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
18.00
20.00
160x600 300x250 728x90 120x600 300x600 UAP AVG
Table of Contents

11. 11
Video Completion Rate
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tools/benchmarks
44.03% 43.55%
47.26%
61.98%
43.55%
48.07%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
160x600 300x250 728x90 120x600 300x600 UAP AVG
Table of Contents

12. Click to edit Master text styles
Mobile Display
Table of Contents

13. 13
Standard Ad Type CTR
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tools/benchmarks
0.05%
0.07%
0.13%
0.08%
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
300x250 300x50 320x50 TOTAL AVG
Table of Contents

14. 14
HTML5 Ad Type CTR
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tools/benchmarks
0.06%
0.07%
0.11%
0.08%
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
300x250 300x50 320x50 TOTAL AVG
Table of Contents

15. Click to edit Master text styles
In-Stream Video
Table of Contents

16. 16
In-Stream Video CTR
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tools/benchmarks
0.21%
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
In-Stream Video
Table of Contents

17. 17
In-Stream Video 100% Completion
Source:
Google Display Benchmarks December 2015 – November 2016
https://www.richmediagallery.com/tools/benchmarks
76.14%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
In-Stream Video
Table of Contents

18. Click to edit Master text styles
Social Advertising
Table of Contents

19. 19
Facebook & Instagram CTR
0.94%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
1.00%
Facebook & Instagram Ad
Source: eMarketer; US Facebook & Instagram Ad Benchmarks
http://na2.totalaccess.emarketer.com/Chart.aspx?R=204188&dsNav=Ntk:relevanc
e%7cFacebook+CTR%7c1%7c,Ro:-1,N:406,Nr:NOT(Type%3aComparative+Estimate)
Table of Contents

20. Click to edit Master text styles
Email Marketing
Table of Contents

21. 21
Opt-In Email Marketing (Open Rate)
27.16%
20.93%
16.71%
21.90%
21.19%
21.91%
23.80%
22.45% 22.40%
24.90%
22.13%
20.84% 21.20%
20.59%
21.72%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
MailChimp Research Email Marketing Benchmarks 1/3/2017
http://mailchimp.com/resources/research/email-marketing-benchmarks/
Table of Contents

22. 22
Opt-In Email Marketing (CTR) MailChimp Research Email Marketing Benchmarks 1/3/2017
http://mailchimp.com/resources/research/email-marketing-benchmarks/
2.85%
2.73%
2.34%
2.63%
2.34%
2.59%
3.50%
3.01%
2.44%
2.77%
2.16%
1.90%
1.26%
2.18%
2.62%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
Table of Contents

23. Click to edit Master text styles
Paid Search
Table of Contents

24. 24
Paid Search CTR
1.72%
2.14%
2.55%
2.40%
3.40%
1.66%
2.20%
2.13%
2.65%
1.79% 1.80%
1.40% 1.35%
2.03%
2.38%
2.18%
1.91%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
WordStream, 2,367 US-based WordStream Client accounts. Q2, 2015
http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
Table of Contents

25. 25
Paid Search CTR (Content Network) WordStream, 2,367 US-based WordStream Client accounts. Q2, 2015
http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
0.52%
0.41%
0.22%
0.20%
0.52%
0.45%
0.22%
0.14%
0.33%
0.31%
0.37%
0.35%
0.45%
0.24%
0.84%
0.47%
0.35%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
Table of Contents