What Clicks Worldwide?

Rich media can help lift click-through—but only a little

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Everyone knows that click-through rates on banner advertising are appallingly low, measured in tiny fractions of a percent these days. Dull old email gets click-through on average in the U.S. of 5 percent or so, and even direct mail response rates still hover around 3 percent, according to the Direct Marketing Association.

To be fair, those formats usually require some sort of opt-in, but, even so, targeted display advertising is struggling to deliver the returns that were widely expected.

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