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We are biased inbound marketers at HubSpot, and normally I ignore many of the stats I see about display ads because I know their engagement rate is incredibly low: The average banner ad has a 0.1% clickthrough rate(CTR), and the standard 468x60 banner has a 0.04% CTR.
But recently, a few really shocking stats caught my eye, and I thought it would be fun to share them all with you. So here they are.
Yes. First off, because ads appear next to the content you're already consuming and don't normally interrupt the content too much, they are much less annoying than other outbound marketing tactics like cold calls or spammy email. (Aside from those popups that block the article for 15, 14, 13, 12 ... seconds. Those are extremely annoying.) Also, retargeting ads can be used to try to engage people who have already visited your website, so at least they know who you are. And if you use features like Facebook's 'Custom Audiences,' you can target individual people with relevant ads, (hopefully) using information you already know about them from previous interactions they've had with your website and content before you showed them the ad.
What do you think of display ads? Do you use them? Do you notice them? Do you find them annoying?