10 Horrifying Stats About Display Advertising

by Mike Volpe

Date

April 29, 2013 at 9:00 AM

scared-babyWe are biased inbound marketers at HubSpot, and normally I ignore many of the stats I see about display ads because I know their engagement rate is incredibly low: The average banner ad has a 0.1% clickthrough rate (CTR), and the standard 468x60 banner has a 0.04% CTR.

But recently, a few really shocking stats caught my eye, and I thought it would be fun to share them all with you. So here they are.

10 Shocking But True Display Advertising Stats

  1. You are more likely to complete NAVY SEAL training than click a banner ad. (Source: Solve Media) Tweet This
  2. Only 8% of internet users account for 85% of clicks on display ads (and some of them aren't even humans!). (Source: comScoreTweet This
  3. You are more likely to get a full house while playing poker than click on a banner ad. (Source: Solve MediaTweet This
  4. The average person is served over 1,700 banner ads per month. Do you remember any? (Source: comScoreTweet This
  5. You are more likely to summit Mount Everest than click a banner ad. (Source: Solve Media) Tweet This
  6. The average clickthrough rate of display ads is 0.1%. (Source: DoubleClickTweet This
  7. You are more likely to birth twins than click a banner ad. (Source: Solve Media) Tweet This
  8. About 50% of clicks on mobile ads are accidental. (Source: GoldSpot MediaTweet This
  9. You are more likely to get into MIT than click a banner ad. (Source: Solve MediaTweet This
  10. You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media) Tweet This

These stats were curated from Digiday and Business Insider.

Is There Anything Good About Display Advertising?

Yes. First off, because ads appear next to the content you're already consuming and don't normally interrupt the content too much, they are much less annoying than other outbound marketing tactics like cold calls or spammy email. (Aside from those popups that block the article for 15, 14, 13, 12 ... seconds. Those are extremely annoying.) Also, retargeting ads can be used to try to engage people who have already visited your website, so at least they know who you are. And if you use features like Facebook's 'Custom Audiences,' you can target individual people with relevant ads, (hopefully) using information you already know about them from previous interactions they've had with your website and content before you showed them the ad.

What do you think of display ads? Do you use them? Do you notice them? Do you find them annoying?

Image Credit: thejbird

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