Oct 16, 2007

Asia leads world in click-through rates

BEIJING - Click-through rates (CTR) for internet display ads are significantly higher in Asia than in the US and Europe, according to new figures released by DoubleClick.

Asia leads world in click-through rates

Between January 2006 and July 2007, DoubleClick ads served in China recorded a 0.48 per cent CTR - that is, the number of times an ad was clicked on divided by the number of impressions served. That was almost double the rate observed in Hong Kong and Singapore (both 0.27 per cent), and more than triple the rate seen in the US.

Malaysia was second on the list, with a 0.40 per cent CTR. Rick Bruner, DoubleClick's New York-based director of research and industry relations, said the higher rates in Asia were likely due to the markets' immaturity and the novelty value of interactive ads in the region.

Also, more sophisticated brand advertisers in the US are less focused on CTR, instead preferring other methods such as surveys for measuring advertising effectiveness. "Click-through rate is easy for us to report on, however in the more mature markets, it's less and less seen as the most important metric. It's more of a beginner's metric," said Bruner.

Bruner predicted the CTR would come down in Asia over time - as they have in the US - but marketers should take advantage while they still can. "Get in while the getting's good, because the click-through rate is higher than it is in other markets."


Related Articles

Just Published

9 hours ago

Adidas displays Rick-and-Morty-style inflatable ...

To mark the release of the Adidas X Speedportal boots, giant inflatable heads of Mo Salah and Vivianne Miedema can be seen floating across London.

9 hours ago

Will brands ‘trade down’, financially, to PR as ...

With the Bank of England predicting that we will soon enter a recession, the UK waits nervously, but there is hope that, among the chaos, the consumer PR industry will be afforded a new opportunity to shine.

9 hours ago

Do brands have a place on a social platform that ...

Social network Hey You reminds you to call your loved ones once a week, then fades into the background, leaning into a trend of desire for more authenticity on social media.

2 days ago

Dentsu continues strong growth trajectory in Q2

The network's Customer Transformation & Technology division grew 22.25%, powering overall gains for a second straight quarter. Protracted sale of the Russian business dilutes net gains.