Overall Performance Metrics
Display Ad Performance Benchmarks, US
Geography:
Overall
Display Ad Performance Metrics
by Device
Overall Performance Metrics
by Ad Size
Clickthrough Rates (CTR)
Display Times
Interaction Rates
Interaction Times
by Device & Ad Size
In-View Rates
In-View Times
by Format
Clickthrough Rates (CTR)
Display Times
Interaction Rates
Interaction Times
by Industry
Clickthrough Rates (CTR)
Display Times
Interaction Rates
Interaction Times
Geography:
US
 
Edit Title
Display Ad Performance Metrics, US
TimeframeSep 2016Oct 2016Nov 2016Mar 2017Apr 2017
Engagement Rates
– Clickthrough rate (CTR)
0.08%
0.07%
0.07%
0.08%
0.09%
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— Standard media
0.07%
0.06%
0.06%
0.06%
0.07%
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— Rich media
0.09%
0.08%
0.07%
0.08%
0.09%
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– Interaction rate
2.62%
2.71%
1.54%
1.83%
2.30%
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Engagement Times (seconds)
– Interaction time
20.27
20.02
18.75
19.76
19.34
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– Average display time
45.99
44.76
44.87
43.38
43.98
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Source: DoubleClick

Note: represents activity on DoubleClick's network, broader industry metrics may vary; December 2016-February 2017 not reported by DoubleClick; select outliers extrapolated by eMarketer

Additional Note: clickthrough rate (CTR): ratio of clicks to the number of impressions of the ad; interaction rate: ratio of rich media ad interactions to the number of times the ad was displayed; interaction time: total rich media ad interaction time divided by total rich media ad interactions; average display time: total rich media ad display time divided by total rich media ad impressions; expansion rate: ratio of rich media ad expansions to the number of rich media ad impressions; average expansion time: total rich media ad expansion time divided by total rich media ad impressions; standard media includes image and flash

Methodology: Data is from the DoubleClick performance measurement tool "Display Benchmarks." Data is based on digital display and video ad impressions served by DoubleClick on desktops, smartphones and tablets (in-app and browser) worldwide each month. DoubleClick by Google is a rich media display advertising benchmark measurement tool.