Average Click Thru Rates (CTR) for digital media

What is the average click thru rate (CTR) for a digital campaign? Advertisers want to stay well-versed in regards to tracking the effectiveness of various campaigns. Digitally, one of the parameters used is the click thru rate, which is the percentage of clicks compared to the amount of impressions delivered. Knowing the industry standard can help when gauging how well a digital campaign is performing. Below is a grid based on industry standards and historical data of common CTRs to expect with different forms of digital media:

Average Click Thru Rates
Advertising Unit	Click Thru Rate (CTR)
Run of Site (ROS) Display	.02% - .05%
Targeting Display	0.05%
Rich Media	0.50%
Mobile	0.45%
Interactive	.02% - .1%
Video (Pre-Roll)	.02%+
Search Engine Marketing	1%
Search Engine Marketing Display	0.05%

While these are standards, it is important to remember that each campaign may perform differently. A lot of variables are put into place like messaging, rotation, targeting, etc. A campaign with a 1.5% CTR could actually be performing badly in terms of sales, etc., while a campaign with an average .02% could be exceeding expectations. It’s critical for the advertiser and the digital vendor to outline campaign goals and track those throughout the flight.