Display Ad CTR Benchmarks: Key Statistics for 2026
Display advertising CTR benchmarks help advertisers set realistic expectations for banner campaigns. Rates vary significantly by ad format, size, and placement.
Key Statistics
The average display ad CTR across all formats and placements is 0.46%
Source: Google Ads (2024)
Rich media display ads achieve a 0.44% CTR compared to 0.15% for standard banners
Source: DoubleVerify (2024)
The 300x250 medium rectangle has the highest CTR among standard banner sizes at 0.56%
Source: Google Ads (2024)
Display ads above the fold receive 73% higher viewability than those below the fold
Source: Google (2024)
Animated display ads have a 15% higher CTR than static display ads
Source: Bannerflow (2024)
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Key Takeaway
Display ad CTRs are extremely low by nature, and above-the-fold placement is critical for viewability. Rich media and animated formats provide meaningful lifts over static banners.