Online ads yield varying results

Click-through rates on online advertisements vary throughout the year. That's according to a new study of more than 10 billion banner inquiries by online ad firm ADTECH, which found that the average click-through rate fluctuates between 0.11 percent and 0.19 percent.

Internet users tend to click on display ads more frequently towards the end of the year, during the major online shopping period. The rate then restabilises in January at 0.12 percent. Since 2004, the average click-through rate has fallen from around 0.3 percent. Across Europe, click-through rates vary significantly, with users in France having an average click rate of 0.18 percent, while UK users are at 0.13 percent. The size of the ad influences the click rate, with bigger being better, and video ads greatly increase click-through rates, the study found. For more on this story see eMarketer.com. 

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