Campaign Engagement Benchmarks by Ad Type

Below are CTR benchmarks by ad type, based on 6sense data for 2023 campaigns:

About 6sense Campaign Benchmarks 

• We’re showing ranges to account for variability based on a range of factors. 
• CTR shows some variability across ad types.
• Animated HTML5 ads and dynamic HTML5 ads can show slightly lower CTR than banner ads. Because HTML5 ads are harder to execute, customers often don’t do as much A/B testing with these ad types, which can mean fewer opportunities for optimization. Read more about designing impactful animated HTML5 and dynamic HTML5 ads here and here.
• Visitor retargeting campaigns tend to show at least 2x CTR vs. standard display campaigns and, as such, we’ve excluded these campaigns from our analysis. Because of this engagement lift, we strongly recommend leveraging visitor retargeting campaigns when possible. See here for more info on visitor retargeting.
• We tend to see similar engagement results across industries (Software & Tech, Business Services). 
• Campaigns leveraging the Predictive model tend to show marginally higher engagement than those leveraging ABM only, with a more pronounced difference in account-level engagement. The metrics are similar enough to be reflected for in the displayed ranges. 
• In general, the most important drivers of engagement are alignment between creative and audience and the quality of the ads themselves. The highest-performing ads leverage clear, non-technical copy and clean, eye-catching visuals to capture attention and convey the value prop. Our Creative Services team can help advise customers on ad copy, visuals, CTAs, and other elements that influence CTR rates. Email creativeservices@6sense.com to learn more.

For more on 6sense campaign benchmarks, watch this quick tutorial from Barclay Idsal, one of our former senior project managers.