Click-Through Rates Are on Their Way Up

NEW YORK -- For the first time in two years, online advertising click-through rates have reportedly gone up, hitting 0.83 percent last month.

This is reportedly the first time rates have increased since February 2000, when it was at 0.44 percent. Internet marketers have considered the industry standard to be 0.3 percent. The figures are according to DoubleClick, which measures click-throughs with its DART ad-serving product.

The information was part of a presentation, "Online Advertising Is Ready for Prime Time," by eMarketer CEO Geoffrey Ramsey at Forbes' headquarters here last night. Ramsey said DoubleClick confirmed the information this week and gave him two reasons for the uptick.

"One, there is less clutter. There are less ads per page," he said. Secondly, online advertising is getting bigger and more compelling. "Publishers are getting smarter. The rise of rich media and other media is actually increasing click-through rates."

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