A. Guttmann
Research Lead covering media
Online advertising metrics - Statistics & Facts
Digital advertising is thriving. It is believed that the global digital ad market spending will grow from 226.6 billion U.S. dollars in 2017 to 464.73 billion in 2022. Social media, search, video and e-mail are the most pronounced formats and channels in the industry and generate a lion’s share of the revenues. However, before committing to any of these formats, as well as during and after their implementation, advertisers gauge their costs and profits based on the three most common metrics: click-through rate (CTR), cost-per-mille (CPM), and cost-per-click (CPC). In case of video advertising, viewability rates are also an important measurement, while e-mail marketers additionally consider engagement rates when assessing their campaigns.
