Display advertising is a popular form of digital advertising that involves the use of visual ads in various formats, such as banners, images, and videos, that are displayed on websites, social media platforms, and mobile apps. Display advertising is used by businesses of all sizes and industries to drive brand awareness, generate leads, and increase sales. In this article, we'll take a look at the performance of display advertising based on industry-specific data.
Display Advertising: Market & Industries
Display ad spend is expected to reach $147 billion by 2023, up from $107 billion in 2019. (Statista)
The travel and hospitality industry is the largest spender on display advertising, accounting for 15.7% of total ad spend in 2021. (eMarketer)
The retail industry is the second-largest spender on display advertising, accounting for 14.5% of total ad spend in 2021. (eMarketer)
The financial services industry is the third-largest spender on display advertising, accounting for 14.1% of total ad spend in 2021. (eMarketer)
33% of internet users find display ads annoying. (eMarketer)
The use of ad blockers has increased by 27% since 2016, leading to a potential loss of $35 billion in global ad revenue. (PageFair)
56.1% of display ad impressions are never seen by users. (Google)
Display Advertising: Formats & Design
The top-performing display ad sizes are 300x250, 728x90, and 160x600, which account for 94% of all display ad impressions. (AdSupply)
Display ads with a personalized touch have a 19% higher CTR than those without personalization. (WordStream)
Display ads with a video component have a 23% higher CTR than those without video. (WordStream)
Retargeting display ads have a 10x higher CTR than regular display ads. (WordStream)
Display ads placed above the fold have a 73% higher CTR than those below the fold. (Smart Insights)
Display ads with a light-colored background have a 31% higher CTR than those with a dark-colored background. (Disruptive Advertising)
Display ads with a bold font have a 30% higher CTR than those with a standard font. (Disruptive Advertising)
Display Advertising: Performance & ROI
The average click-through rate (CTR) for display ads is 0.46%. (HubSpot)
The average conversion rate for display ads is 0.77%. (WordStream)
The average cost per click (CPC) for display ads is $0.63. (WordStream)
The average cost per thousand impressions (CPM) for display ads is $2.80. (WordStream)
Display ads on mobile devices have a lower CTR than those on desktop devices, at 0.36% compared to 0.53%. (Sizmek)
Display ads that are relevant to the user have a 42% higher CTR than those that are not relevant. (CMO Council)
Display Advertising Statistics: Summary
Display advertising is a popular form of digital advertising used by businesses of all sizes and industries. The travel and hospitality industry is the largest spender on display advertising, followed by the retail and financial services industries. The top-performing ad sizes are 300x250, 728x90, and 160x600, and the average CTR for display ads is 0.46%.
For more Display advertising benchmarks, statistics and insights please visit our dedicated Display & Video Benchmarks section.
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