Between February 2025 and December 2025, our research team conducted a comprehensive analysis of display advertising click-through rate performance across various major industry sectors, breaking down the further by platform, ad type, and device type.
This report presents the most current display ad CTR benchmarks to help businesses optimize their programmatic advertising strategies and improve campaign engagement across competitive digital marketing landscapes. Our methodology prioritized campaigns with verified viewability standards and robust performance tracking to ensure precision and relevance of findings.
In this report, you’ll find average display ad click-through rate data organized by:
- Average Display Ad CTR by Industry
- Platform-Specific CTR Performance Benchmarks
- Dynamic vs. Static Creative Performance Analysis
- Mobile vs. Desktop CTR Optimization Insights
Display Ad CTR Performance by Industry
The table below shows the latest median click-through rates for US display advertising campaigns across major industry verticals, based on 2025 benchmark data from our proprietary research study.
Average Display Ad CTR by Industry
| Industry | Average CTR |
|---|---|
| Travel & Hospitality | 0.52% |
| E-Commerce & Retail | 0.43% |
| Real Estate | 1.08% |
| Entertainment | 0.47% |
| Education & eLearning | 0.38% |
| Technology & SaaS | 0.34% |
| Healthcare | 0.31% |
| Finance & Insurance | 0.26% |
| B2B Services | 0.22% |
| Overall Industry Average | 0.46% |
Key Insights:
- Real estate display ads achieve the highest CTR at 1.08%, driven by high-intent audiences actively researching property purchases.
- B2B services record the lowest engagement at 0.22%, reflecting the complex decision-making processes in business purchasing.
- The overall industry average of 0.46% has remained relatively stable compared to 2024 benchmarks, indicating market maturity.
Display Ad Performance by Platform
The data below compares click-through rates and cost per click across major display advertising platforms, highlighting performance variations and pricing differences in the current marketplace.
Platform Performance Benchmarks
| Platform | Average CTR | Average CPC | Performance Tier |
|---|---|---|---|
| Facebook (Carousel Ads) | 1.30% | $1.49 | High |
| Connected TV (CTV) | 0.84% | $3.21 | High |
| Mobile Apps | 0.65% | $0.45 | Moderate |
| Google Display Network | 0.46% | $0.63 | Moderate |
| Programmatic Platforms | 0.27% | $0.58 | Low |
Key Insights:
- Facebook carousel ads demonstrate significantly higher engagement rates at 1.30% due to their interactive, swipeable format that allows multiple product showcases.
- Connected TV advertising commands premium pricing at $3.21 CPC but delivers strong engagement as viewers adapt to interactive streaming experiences.
- Mobile app environments achieve the best cost efficiency with 0.65% CTR at only $0.45 CPC due to better viewability and native ad integration.
Dynamic vs. Static Creative Performance
This analysis compares the performance of feed-based dynamic creative against traditional static display advertisements, showing the impact of personalization on engagement rates.
Dynamic Creative Performance Analysis
| Ad Type | Average CTR | CTR Improvement vs. Static | Performance Tier |
|---|---|---|---|
| Financial Services (Dynamic) | 0.76% | +117% | High |
| Feeded (Dynamic) Ads Overall | 0.71% | +54% | High |
| Travel (Dynamic) | 0.68% | +49% | High |
| Entertainment (Dynamic) | 0.64% | +91% | Moderate |
| Non-Feeded (Static) Ads | 0.46% | Baseline | Baseline |
Key Insights:
- Financial services show the largest improvement with dynamic creative at +117%, reflecting the importance of personalized offers in high-consideration purchases.
- Dynamic ads consistently outperform static creatives by leveraging real-time data feeds and user behavior signals across all tested industries.
- Feed-based ads account for 18% of total display impressions, up from 17% in 2024, indicating growing adoption of programmatic personalization strategies.
Mobile vs. Desktop Display Performance
The following data examines performance differences between mobile and desktop display advertising, including viewability rates and impression distribution patterns.
Device Performance Comparison
| Device Type | Average CTR | Viewability Rate | Share of Impressions | Performance Tier |
|---|---|---|---|---|
| Mobile | 0.52% | 83.8% | 70% | High |
| Tablet | 0.45% | 79.1% | 8% | Moderate |
| Desktop | 0.38% | 76.2% | 30% | Moderate |
Key Insights:
- Mobile display ads achieve 37% higher click-through rates compared to desktop ads at 0.52%, driven by the advantages of touch-based interaction and full-screen visibility.
- Mobile environments deliver the highest viewability rates at 83.8%, ensuring greater ad exposure and brand recall potential for advertisers.
- The 70% mobile impression share reflects the continued shift toward mobile-first digital consumption patterns across all demographics and industry sectors.
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Sources
- Focus Digital Research Study — Author: Focus Digital — Location: Greensboro, NC — Date: December 2025
- Bannerflow Display Advertising CTR Report — Author: Bannerflow Research Team — Publication Date: February 2025 — Location: London, UK
- WordStream Google Ads Benchmarks 2025 — Author: WordStream Analytics Team — Publication Date: March 2025 — Location: Boston, MA
- Search Engine Land Display Ad CTR Benchmarks — Author: Search Engine Land Editorial — Publication Date: July 2025 — Location: New York, NY
- Marketing LTB Display Ad Performance Study — Author: Bill Nash, Marketing LTB — Publication Date: March 2025 — Location: United States
- Amra and Elma Display Ad Performance Statistics — Author: Aljay Ambos — Publication Date: March 2025