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Overall Performance Metrics
Display Advertising Performance Benchmarks
Overall
Display Ad Performance Metrics
Metrics, by Device
Overall Performance Metrics
Clickthrough Rates (CTR)
Conversion Rates
Share, by Device
Clicks
Conversions
Impressions
Spending
by Device & Format
Engagement Rate
Exposure Times
Viewability Rates
by Device & Ad Size
Clickthrough Rates (CTR)
In-View Rates
In-View Times
by Purchase Method
Desktop Performance Metrics
Mobile Performance Metrics
by Industry
Clickthrough Rates (CTR)
Interaction Rates
Interaction Times
Viewability Rates
by Industry & Format
Engagement Rate
Exposure Times
by Device & Industry
Clickthrough Rates (CTR)
Programmatic, by Industry
eCPM
Impressions
Spending
 
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.