Look at My Banner Ads Dammit! [Infographic]

Who Looks at Banner Ads

1994 was when banner ads first appeared? I bet they looked freakin’ awful.

Anyway, things haven’t necessarily improved much these days. A primary reason for their failure was “Banner Blindness” – a symptom of the predictable placement (and bloody ugly design) of the banners, making people blur them from their vision and focus solely on the content.

Marketers soon figured this out and started being even more annoying by putting them in the middle of blog post content (interruption marketing sucks!) so you tripped over them during your reading. Or more likely – hit the back button because you found it offensive.

Anyway, rant over. The point of this post is to examine who is looking at – and more importantly clicking – your banners. I think the most interesting stats in the infographic below are the ones about why people don’t click on your banners – you could learn something from that section.

I’ve also included a bunch of tweetable stats from the graphic at the bottom of the post so you can sound all knowledgeable ‘n’ such. You’re welcome.

This is my favourite:
People are more likely to survive a plane crash than click a banner ad
[ tweet this ]

Oh and don’t forget that if you do manage to get a click on your banners that they should go to targeted landing pages to help you convert that valuable click into a customer.

Who Looks At Banner Ads Infographic

Tweetable Facts:

  1. People are more likely to survive a plane crash than click a banner ad
    [ tweet this ]
  2. The average click through rate from banner advertising is 2.1% [ tweet this ]
  3. Facebook is girding for a $100 billion IPO and its business is mostly based on banner ads [ tweet this ]
  4. The average amount earned per click on a banner ad is $0.25 to $0.55 cents
    [ tweet this ]
  5. 31% of people don’t click banner ads because they’re worried they’re being tracked [ tweet this ]
  6. 54% of people don’t click banner ads because they don’t trust the ad
    [ tweet this ]
  7. 58% of people believe your banner ad is not relevant to them [ tweet this ]

Got any interesting stats or case studies about your own banner campaigns? Share them in the comments, I’d love to know how you’re doing.

— Oli Gardner

About Oli Gardner
Unbounce co-founder Oli Gardner has seen more landing pages than anyone on the planet. He’s obsessed with identifying and reversing bad marketing practices, and his disdain for marketers who send campaign traffic to their homepage is legendary, resulting in landing page rants that can peel paint off an unpainted wall. A prolific international keynote speaker, Oli is on a mission to rid the world of marketing mediocrity by using data-informed copywriting, design, interaction, and psychology to create a more delightful experience for marketers and customers alike. He was recently named the "The 2018 Marketer to Watch," in the under 46 category, by his mother.
» More blog posts by Oli Gardner


  1. Usman

    Wonderful facts and figures especially the last main ways they are used ..

  2. Cooper M

    Where is this data derived from? 2.1% Click-through-rate on banner ads? I have a hard time believing that…

  3. MR X

    Your Info-graphic is gone?

    • Oli Gardner

      Yeah, just noticed – looking into it. It’s from another vendor.
      thanks for letting us know.

  4. Delbert Kim

    I really enjoyed the figures (especially with the charts) on this article. There was one number, however, that raised an eyebrow. It said the average CTR for banner ads on the internet amounted to 2.1%. I think that’s quite high, considering Google released figures for the CTR across their content network, which amounted to .09%-.11% CTR. I think a 2.1% CTR for banner advertisements would be a great success, which certainly won’t amount to average. Your thoughts?

    • Oli Gardner

      Not sure where the stats came from (graphic came from a 3rd party – but they do list their sources at the bottom of the graphic).

  5. Darren Heaphy

    I found a direct link to the image at http://unbounce.com/photos/Social-Media-Infographics-Who-looks-at-banner-ads-via-unbounce.png

    • Oli Gardner

      Yeah, we found a version and put it on our blog to prevent it disappearing – but still links out to the original source.

  6. Mark's Digital Mark | Native Advertising – Is It Just A Wolf In Sheep’s Clothing?

    […] But interest in a banner ad is an anomaly. With average click-through-rates hovering around 2.1% according to this infographic, while others suggesting even lower numbers of .04%. There’s clearly a problem to fix.  […]

  7. Conversion Optimization

    I love the “Banner Blindness” theory. I will definitely pass that along to my clients. Thanks.

  8. Jeremy Wallace

    Love the comparative stats – especially the “more likely to survive a plan crash” than click on a banner . . . having clicked on a banner recently I am feeling much safer about air travel!