Recommended reports
Online Advertising Survey
The Online Advertising Survey Report, produced in association with the Rubicon Project, is a useful overview of the online display advertising environment. It contains information about spending trends, the use of ad networks, types of targeting and use of data. The research also examines the impact of real-time bidding and the increasingly important role played by online advertising exchanges, demand-side platforms (DSPs) and trading desks.
Head of Marketing, Online Communities, Magazines & Journals at LexisNexis
10 June 2008 19:08pm
Hi
On a business to business niche site what are current click-thru rates for static and rich media adverts for ads that fit IAB standards?
Also any metrics on open rates and click thru rates on e-newsletters to a niche business audience would be great
Many Thanks
CEO at Econsultancy
12 June 2008 10:03am
Hi Charles
Have you checked our Internet Statistics Compendium to see if there is anything on this in there?
Usual suspects to check with would be:
- DoubleClick research / IAB for advertising stuff
- ABCe (who audit newsletters as well as sites) or DMA for email metrics
If it helps, we're a B2B niche site, though our site ads do not conform to IAB standards (the boxes to the right), and we get a click through rate of between 0.5%-2.5% depending largely on the advertising brand and advert. On email we roughly follow my 3:2:1 rule i.e. 30% of emails get opened (actually more like 40% and I don't trust open rates any more anyway), 20% of those get clicks and 10% of those click then buy/register/act on the site.Ashley Friedlein
CEO
E-consultancy.com
Publisher at 2N Media Ltd - ModernSelling.com
14 June 2008 15:31pm
Hello Charles/Ashley/etc.,
I think it gets yet more complicated than that too! I've just had a little rant about all web traffic measurement http://www.modernselling.com/forum/messages.aspx?TopicID=111 and agree wholeheartedly Ashley that open rates on email broadcasts are not what they might seem to be either.
But the secondary question then becomes what quality of click-through was it anyway?
Best
Neil