It is not known whether Internet users pay attention to banners or not, but what is clear is that they do not click on them at all. The ADTECH
study compiled by eMarketer does not bring good news for advertisers or media outlets: the click rate on banners is very low and also fluctuates seasonally between 0.11% and 0.19%.
The comprehensive report covers the behaviour of 10 bc data india billion banners across Europe. According to the data, it seems that the peak time to click on an ad is before the end of the year, due to the Christmas rush that increases online sales. In January, the figure stabilises at 0.12%.
In previous years, this type of advertising was more popular, but the novelty factor may have played against it. From 2004 to 2008, it has been losing fans: in 2004 the rate was 0.3%; and in 2006, a survey by ABI Research placed it at 0.2%.
The differences are not only seen between years and months, but are also geographical. Scandinavians are the most cautious in the ranking. Swedes, Finns and Norwegians click at a rate of 0.04%, 0.05% and 0.06% respectively. French, British and Germans are, on the other hand, the most receptive to ads, with rates of 0.18%, 0.13% and 0.10%.
Format variety is also an influential factor. Pop-ups, drop-downs and the standard medium format were the most successful, each garnering 0.5%. Video is a distant second, with an average click rate of 1.7%. The latter, despite being quite effective at increasing click rates, are much more expensive to produce than banners.