Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 5: Digital Display Ads

Mobile vs. Desktop Digital Display Ads CHART 37

N = 24*

*Small base

Lower

About the same

Higher

62%

46%

42%

33%

29%

29%

21%

21%

17%

Click-Through Rate

Cost per Thousand

Conversion Rate

Insight: In the previous study year, 36 percent of respondents reported a higher Click-Through rate on mobile. This year, only 29 percent report they are higher. However, half of last year’s respondents reported higher CPM on mobile than desktop, compared to just 21 percent in the current study.

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