Luxury brands enjoy three times higher than average click rates on banner ads, says new report
Luxury brands that advertise online have a click through rate (CTR) on polite banners that is almost three times higher than average, a new report by Sizmek has found.
The Luxury Benchmarks report, which aggregated engagement data from more than 42 luxury brands worldwide, found that consumers were almost three times as likely to click a polite banner ad (a display ad which is image rich but doesn't slow down the hosting site) compared to the benchmark; 0.37 percent and 0.13 per cent respectively.
The report also found that Luxury’s polite banner interaction rates were almost twice that of the benchmark number worldwide, (2.55 per cent versus 1.32 per cent) hinting that great creative and imagery grab the viewer’s attention.
Dwell rates, which are only counted once, were in line with other rich media units.
In-banner video units also performed very well compared to the benchmark in all categories (3.6 per cent compared to 2.81 per cent) suggesting that video strikes a chord with affluent targets.
Luxury advertisers deployed a large number of HTML5 expandable banner formats, which performed more than twice than the benchmark in terms of CTR and almost doubled interaction rates as well.
While interaction rates for polite banners might not have hit the benchmark, dwell rates were higher and the CTR was equivalent at 0.35 per cent.
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