Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Sep 16, 2008

Banner Ad Size and Click Rate: Bigger a Bit Better, But Itís Clicks that Count

SUMMARY: In Week 2 of our four-week focus on online advertising, we look at click rates for standard-size banner ads. Bigger ads do a bit better, but size has little impact on the click rate. Itís the clicks that count.
Banner Ad Average Click Rate by Size

(Arranged from largest to smallest ad size)
View Chart Online

Click here to see larger, printable version of this chart

When it comes to banner ads, asking about click rates actually misses the point. As this chart demonstrates, response rates for online ads are typically low, no matter what their size. Ironically, low clicks donít necessarily mean the ads arenít working.

Online ads are branding tools. Direct clicks are simply a happy byproduct. In the context of direct response, online ads appear to be, at best, moderately successful.

Given this moderate success, itís important to maximize response -- because ads that garner any clicks are likely doing a good job fulfilling their real purpose: strengthening brand and catching the eye.

Useful links related to this article

Not a Subscriber to Sherpa's Chart of the Week? Click Here to Get a New Chart Delivered to Your Inbox Every Tuesday!

More Research Data from Sherpa:

MarketingSherpaís 5th Annual Business Technology Marketing Benchmark Guide 2008Ė09:

See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.