Stats Cover 01
16 minutes read

Why are statistics good? Why do we look for them? Online Advertising is changing from one day to another and online advertising statistics are the easiest way to see how it has changed, when it has changed and sometimes why.

Knowing all this, you’ll be ready to prepare your strategies, know what to expect in the future and what challenges you’ll struggle (or not) to overcome.

We decided to put head to head some digital advertising statistics we found and we think they will be useful for your next researches, projects or articles. We’ve divided them in 6 categories:

Display Ads

Social Media

Email Marketing


Video Marketing

Content Marketing.

We all know these sections encompass and intersect one another, so don’t freak out if you read about video in the Social Media part too. Buckle up & enjoy your read!

Display Ads

Stats Displayads


We know how important display ads are. The following display advertising statistics are a solid proof of this while also sending us a really powerful message. We need to create more quality ads and less crappy, useless and disruptive ones.

1. The average clickthrough rate of display ads across all formats and placements is 0.06% Display Benchmarks Tool


2. At least 309 million people (16% of the world’s 1.9bn smartphone users) are blocking ads on the mobile web

3. In March 2016 there were 298 million people using an adblock browser on their smartphones.

Pew Research Center:

4. A 2013 study revealed that 28% of respondents admitted to hiding their activities from advertisers — second only to criminals.

5. A study revealed that only 2.8% of participants thought that ads on website were relevant.

6. [Tweet “About 50% of clicks on mobile ads are accidental. via @GoldSpotMedia”]


7. 54% of users don’t click banner ads because they don’t trust them.


8. In a survey by Trusted Media Brands, 44 percent of respondents called native a “less intrusive ad format,” and 27 percent cited native’s “better user experience.”


9. 13,9% of revenue in Digital Advertising is accounted for by the retail industry.

10. Most revenue in the Digital Advertising market is generated in the United States $80,178 million.

Social Media

Stats Socialmedia


Social Media is rising in popularity year after year. Understanding the differences between social media networks and what benefits they can bring is really important when targeting specific audiences. Let’s see some social media statistics that will help you choose whether Social Media deserves a place in your strategy or not (we can already bet it does).


11. Facebook has over 1,590 million active users and it holds an 18% market share.

Content Marketing Institute, 2015:

12. 93% of organisations use social media content as their main content marketing tactic.

13. 94% of B2B marketers use LinkedIn to distribute content.

14. On average, B2B marketers use 6 different social media platforms to distribute content – the top 4 being LinkedIn, Twitter, Facebook and Youtube.

15. 66% of organisations say that LinkedIn is an effective social media platform.

TrackMaven, 2016:

16. At the peak in October 2015, the average brand generated 87.5 social media posts per channel per month.

Kingpin, 2015:

17. 41 per cent of younger Millennials (21 to 25 years of age) use social media to connect with vendors. Among older Millennials (ages 26 to 34), only 18 per cent prefer to do so.

The Winterberry Group, 2015:

18. Using a 1-to-5 scale (with 5 indicating channel performance improved substantially), panelists pegged their social media performance growth at 3.90, compared to 3.69 last year.


19. In August 2015, Periscope hit 10 million active accounts.


20. Visual content is more than 40X more likely to get shared on social media than other types of content.

Social Media Examiner, 2015:

21. 71% of online marketers use visual assets in their social media marketing.

Buzzsumo, 2015:

22. Facebook posts with images see 2.3X more engagement than those without images.

Instagram, 2015:

23. Instagram’s community has grown to more than 500 million since September 2015.

Jeffbullas, 2015:

24. 88% of consumers have purchased a product they pinned on Pinterest, and 49% have purchased 5 or more products they’ve pinned.

25. [Tweet “52% of teens use @Instagram, and 41% use @Snapchat. via @pewresearch”]

Expanded Ramblings, 2016:

26. Snapchat has 150 million daily users since December 2016.

Pew Research Centre, 2015:

27. Women continue to dominate Pinterest – 44% of online women use the site, compared with 16% of online men. Those under the age of 50 are also more likely to be Pinterest users – 37% do so, compared with 22% of those ages 50 and older.

Social Media Examiner:

28. B2B businesses are more likely to use blogging than B2C businesses.

Social Media Examiner, 2015:

29. 45% of marketers say blogging is their #1 most important content strategy.


30. There are 500 million Tweets sent each day. That’s 6,000 Tweets every second.

Hubspot, 2016:

31. Brands that create 15 blog posts per month average 1,200 new leads per month.

32. 82% of marketers who blog see positive ROI for their inbound marketing.

Email Marketing

Stats Emailmarketing


We’re doing it. They’re doing it. You should probably be doing it too. Watch out for some great mobile advertising statistics that will give you an insight in what you need to do or do better for your client or business.

Campaign Monitor, 2015:

33. Email marketing is the #1 choice of marketers worldwide.

Campaign Monitor, 2016:

34. In 2016 open rates of Email marketing reached 68 %.

35. In 2016 there was 174% more conversion generated by Email marketing than Social Media.

Yesmail, 2016:

36. 64% of brands do not personalize email copy, and over two-thirds do not use customer data to personalize the products and services featured in brand emails.

37. Almost half of retailers do not collect email addresses via social media or in-store, and over two-thirds of retailers do not collect consumers’ email addresses when they interact with the brand’s mobile app.

38. Mobile email clicks account for 58 percent of all email clicks for brands using responsive design with all of their email marketing efforts.

39. More than 50 percent of all email opens are happening on mobile devices, according to Yesmail, regardless of whether or not the brand is using responsive design.

40. Brands implementing responsive design in all of their emails earn 55 percent higher mobile CTO (click-to-open) rates and 23 percent higher desktop CTO rates.

41. Responsive email campaigns generated an average of 16.2 percent mobile CTO versus non-responsive email campaigns that generated 10.4 percent mobile CTO.

42. For desktop email campaigns, responsive design emails earned an average 15.7 percent CTO versus 12.7 percent CTO for non-responsive emails.

43. 17 percent of brands use responsive design for all of their emails, with 38 percent using it for most of their emails.

44. 26% of brands fail to use responsive design in any of their email marketing efforts.

45. The amount of email consumers are receiving continues to grow, with brands sending 10 percent more emails over the last year.

46. Mobile email clicks and desktop email clicks are nearly even, at 49.2 percent for mobile and 50.8 percent for desktop.

47. More than 25% of all email-driven revenue and 30% of all email-driven orders in Q4 2015, with mobile email revenue up 13% year over year and mobile orders up 9%.

48. Nearly a third of retailers indicated that integrating email with other digital channels is a top three email marketing priority for 2016.

49. 60% of retailers are integrating email with social media channels like Facebook and Twitter, but just 36% use social media to improve the relevance of their email campaigns.

50. 17% of retailers still fail to secure website visitors’ email addresses.

51. Almost half of retailers do not collect email addresses via social media or in-store, and over two-thirds of retailers do not collect consumers’ email addresses when they interact with mobile apps.

52. 64% of brands do not personalize email copy, and over two-thirds do not use customer data to personalize the products and services featured in an email.

53.[Tweet “10% of brands do not personalize their emails in any way. via @Yesmail”]

54. 40% of retailers do not use consumers’ purchase data to make emails more relevant, and 50% do not use demographic data to improve message relevance.

55. While 84% of retailers are sending coupons or other promotions via email, over a third do not allow customers to redeem email-based promo codes by simply scanning the code or entering it at the point of sale., 2016:

56. The average open rate for emails throughout 2015 was 24.88%.

57. The average click-through rate for emails throughout 2015 was 3.42%.

58. The average unsubscribe rate for emails throughout 2015 was 0.52%.

59. The average click-to-opens rate for emails throughout 2015 was 10.88%.

60. The average unsubscribe-to-opens rate for emails throughout 2015 was 2.72%.

ALF Insight, 2016:

61. 75% of marketers still send their content marketing directly via email.

Formstack, 2016:

62. 23% of marketers attribute their best leads to organic website traffic, while 17.5% credit referrals and 16% credit email marketing.

63. The biggest generator of high-volume leads is on-page conversions on websites (24%), followed by Email marketing (18%) and pay-per-click ads (17%).

DemandWave, 2016:

64. Nearly 75% of respondents rely on email as their primary method of gathering quality leads.

Ascend2, 2016:

65. Email and websites are the most effective digital marketing tactics used by more than half of companies (61% and 59% respectively), followed by search engine optimization with 50%.

66. Email and websites are not only the most effective tactics used, they are also two of the least difficult tactics to execute.

Adestra, 2016:

67. Personalized subject lines are 22.2% more likely to be opened.

Webstrategies, 2016:

68. Marketers are forecasted to spend $2.4 billion on email marketing by 2016.

Kapost, 2015:

69. With an ROI of around 4,300% email practically pays for itself.

70. The most commonly used technology among 95% of the most top performing B2B companies is internal email.


Stats Seo


When I asked our SEO specialist to tell us a few words about why SEO is important he told me this: “SEO is the MOST important! It’s how you can get free traffic on your website and get your product in the front of directly interested people. Basically, it’s the most powerful engine for an online business.” See below a few other reasons why you should use this tactic from now on.

Content Marketing Institute, 2015:

71. 55% of B2B marketers say that SEM (search engine marketing) is the most effective paid method for promoting/distributing content.

72. 66% of B2B marketers report using search engine marketing (SEM), making it the most used paid marketing tactic among B2B companies.

73. 55% of B2B marketers report that search engine marketing (SEM) is their most effective paid advertising method.

74. The most popular paid advertising methods for B2C marketers are promoted posts and search engine marketing (SEM). 76% of businesses reported using these strategies.

Ascend2, 2016:

75. Social media and SEO were named as the most difficult digital marketing tactics to execute. Both tactics are time-intensive requiring skilled resources not always available in-house.

76. [Tweet “The most effective method for B2C marketers is SEM with 64% reporting that it’s effective. via @cmicontent”]

Video Marketing

Stats Videomarketing


Were you aware of the fact that having a video on your homepage can increase your conversion rates with over 80%. They’ve said that video was to be king in 2016. And it was indeed. These following stats will encourage you to start being creative and include video in your marketing strategy.

Adélie Studios, 2016:

77. YouTube is 11.3x bigger than facebook in terms of hours viewed, both on the web and in-app.

78. 90% of twitter video views happen on a mobile device.

79. Social video generates 1200% more shares than text and images combined.

80. Companies using video enjoy 41% more web traffic from search than non-users.

81. 64% of users are more like to buy a product online after watching a video, and 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video content.

82. Native video uploads to facebook have a 10x higher reach compared to shared YouTube links.

83. Video drives an 157% increase in organic traffic from search engines,

84. 4.8% is the average conversion rate for websites using video, compared to 2.9% for those who don’t.

85. [Tweet “74% of millenials find video helpful when comparison shopping. @AdelieStudios”]

ALF Insight, 2016:

86. 60% of marketers are looking to use video in 2016, a 20% YoY rise.

Usabilla, 2015:

87. 74% of online traffic in 2017 will be video-based.

CMO Council, 2015:

88. 65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated.

Wyzowl, 2016:

89. 61% of businesses told us they currently use video as a marketing tool. Of these, 66% were NOT using video just 12 months ago.

90. 88% of businesses say that video is an important part of their marketing strategy.

91. 76% of businesses who use video believe that it provides a good ROI.

92. 93% of businesses who use video believe that it has increased user understanding of their product or service.

93. 72% of businesses who use video believe that it has improved the conversion rate of their website36% of businesses who use video believe that they’ve received less support queries as a result.

94. 62% of businesses who use video believe that video has increased the amount of organic traffic they receive.

95. 64% of businesses who use video believe that it has directly led to increased sales.

96. 45% of businesses who use video say they have an explainer video on their home page. Of these businesses, 83% say their home page explainer video is effective.

97. 47% of businesses who use video use it in their email campaigns. Of these, 80% believe it to be an effective tactic.

98. 87% of businesses who use video say they use it on social media. Of these businesses, 78% say they believe it to be an effective tactic.

99. 53% of businesses who use video say they struggle to promote the video content they produce.

100. 42% of businesses who don’t currently use video, say they plan to in the future.

101. 15% of businesses say they don’t use video because it’s too expensive.

102. 12% of businesses say they don’t use video because they’re unclear on the ROI of video.

103. 12% of businesses say they simply don’t feel video is needed.

104. 10% of businesses say they lack the time to create and promote video content.

105. 9% of businesses say they’re unable to convince the decision maker in their business that video is a worthwhile investment.

106. 85% of businesses say that it’s likely they’ll begin or continue using video in the future.

107. Where both text and video are available on the same web page, 69% of users would prefer to watch video to learn about a product or service.

108. A staggering 98% of users say they’ve watched an explainer video to learn more about a product or service.

109. 74% of users who watched an explainer video to learn more about a product or service subsequently bought it.

110. 77% of consumers say they’ve been convinced to buy a product or service by watching a video.

111. 70% of users say they have shared a brand’s video with a friend, or on their social media channels.

112. 76% of users say they would share a branded video with their friends if it was entertaining.

113. 69% of users say they would share a branded video if it contained information that might be of interest to their friends.

114. 65% of users say they’d share a video if it was informative.

115. 55% of users say they’d share a video if it was inspirational.

116. 31% of users say they would share a branded video with their friends purely because they like the brand.

117. Only 3% of consumers say they would never share a branded video under any circumstances. In other words, make a great video and 97% of consumers would happily share it with their friends and social networks.

118. 33% of users say they’ve watched a video in the iOS App Store or Google Play Store before downloading – and over half of them say it helped them to decide whether to download or buy.

119. When having difficulty with an app or product, 68% of users would prefer to watch a video that explains how to solve the problem, as opposed to calling the business and speaking to a support team member.

120. 61% of users say they have been put off buying a product after watching a bad explainer video.

121. The majority of users (37%) said they were put off by the fact that the video didn’t explain the product or service clearly enough.

122. 25% of users said the video’s low quality was discouraging.

123. 21% of users found that the video was too long.

124. 12% of users said the video was poorly designed.

125. 5% of users cited bad animation as the reason they were put off.

Cisco, 2015:

126. By 2017, online video will make up nearly 70% of consumer Internet traffic.

Content Marketing

Stats Contentmarketing


It’s easy to see why Content Marketing is one of the most effective and used marketing strategy. Our Brand Evangelist, Robert Katai told us this:

“If you don’t do content marketing, your competition will do it. And this can only be disadvantageous for your business, website and even your brand. People are communicating using content and brands should start doing this too.”

Content Marketing Institute, 2015:

127. 30% of B2B marketers called their content marketing effective versus 38% last year.

128. 64% of the most experienced B2B marketers say their content marketing is effective.

129. Only 6% of the most inexperienced B2B marketers say their content marketing is effective.

130. 44% of B2B marketers have clarity in what effective content marketing looks like.

131. Only 32% of B2B marketers have a documented content strategy.

132. 76% of B2B marketers will produce more content in 2016 than they did in 2015.

133. 28% of the total B2B marketing budget is spent on content marketing.

134. 44% of B2B marketers meet daily or weekly to discuss their content marketing program.

135. 54% of B2B marketers say internal content marketing meetings are valuable.

136. On average, B2B marketers use 13 different content marketing tactics, e.g. social media, blogs, in-person events, etc.

137. On average, B2B marketers use 3 different paid advertising methods to promote/distribute content.

138. 87% of B2B marketers ask the audience to subscribe to at least one content offer – mostly eNewsletters and Blogs.

139. Organisations that are in the first steps of their content marketing program place greater emphasis on sales (85%) that lead generation (78%).

140. On average, 28% of an organisations total marketing budget (not including staff) is spent on content marketing.

141. B2B marketers whose marketing maturity level is sophisticated allocate 46% of the total marketing budget on average (not including staff) on content marketing.

142. 51% of B2B marketers plan on increasing their content marketing budget in the next 12 months.

143. 60% of B2B marketers say that one of their top content marketing challenges is producing engaging content.

144. The most effective B2B marketers are more challenged with measuring content effectiveness (53%) than they are with producing engaging content (49%).

145. Creating more engaging content in the top priority for 72% of B2B marketers in the next year.

146. Creating more engaging content in the top priority for 82% of B2B marketers who are in the first steps of their content marketing maturity program for the next year.

147. Having a better understanding of what content is effective is the second priority for 64% of B2B marketers who are in the first steps of their content marketing maturity program for the next year.

148. 60% of digital marketers see the biggest challenge as producing engaging content.

149. 73% of content creators plan to prioritize creating more engaging content in 2016, and 55% plan to prioritize creating visual content.

150. Infographics were the B2B content marketing tactic with the biggest increase from 2014 to 2015, up from 51% to 62%.

151. 61% of the most effective B2B content marketers meet with their content team daily or weekly.

152. The most effective B2B content marketers allocate a larger portion of their budget to content marketing: 42% of their total budget, compared to 28% for less-effective marketers.

153. B2B marketers report sales lead quality as their #1 most important metric for measuring content marketing success; even more important than sales and conversions.

154. Nearly half (48%) of the most effective B2B marketers have a documented editorial mission statement as part of their content strategy.

155. 76% of B2B marketers say they will produce more content in 2016.

156. 85% of B2B marketers say lead generation will be their most important content marketing goal in 2016. Sales will be their second priority.

157. A majority (60%) of B2B marketers report that their top challenge in 2016 will be producing engaging content. 57% say measuring content effectiveness will be their greatest challenge, and 57% say producing content consistently will be their biggest struggle.

158. 76% of B2C marketers report using content marketing, yet only 37% say their strategy is effective.

159. 37% of B2C marketers say they have a documented content marketing strategy. This is up from just 27% last year.

160. B2C marketers use infographics more than any other content strategy. 62% report using infographics, and 63% from this group said they were effective.

161. Content marketing budgets have increased among B2C companies this year: On average, 32% of total marketing budgets are going towards content, compared to 25% last year.

162. Compared to 2015, 77% of B2C marketers say they will produce more content in 2016. Only 2% will produce less.

163. The most popular content marketing tactic reported by 90% of B2C businesses is social media; the next most used tactics are illustrations and photos (87%), eNewsletters (83%), videos (82%) and website articles (81%).

164. The most effective content marketing strategy for B2C businesses is eNewsletters (61% of marketers say these are effective). Other effective strategies are in-person events (67%), illustrations/photos (66%) and social media content (66%).

165. The #1 content marketing goal for B2C businesses in 2016 is sales (83%), followed by customer retention and loyalty (81%) and engagement (81%).

166. 30% of B2C marketers say sales is their most important content marketing metric.

167. 50% of B2C companies say they plan to increase their content marketing budget in 2016.

168. 88% of B2B marketers currently use content marketing as part of their marketing strategy, yet only 32% have a documented content marketing strategy.

Kissmetrics, 2015:

169. Content with relevant images gets 94% more views than content without relevant images.

Smart Insights, 2015:

170. It’s estimated 50% of a marketers time is spent on content creation and delivery.

massplanner, 2015:

171. Infographics are Liked and shared on social media 3X more than other any other type of content.

CMO Council:

172. 60% of marketers predict the use of infographics will increase in 2016 compared to 2015.

KEY Difference Media, 2015:

173. 78% of consumers will trust you your brand if you create more customized content.

Oz Content, 2015:

174. Almost 60% of marketers reuse content two to five times. They generate “snackable” content based on assets.

State of Inbound:

175. 41% of marketers confirm marketing content’s positive ROI.

176. Adopting an inbound strategy doubles average website conversion rates, from 6% to 12%.

Kapost, 2015:

177. Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%).

178. Two thirds of B2B marketers say content is fuel across all channels, including events, social, demand generation, etc.

179. 67% of surveyed B2B companies reported marketing content a top three or high priority within their overall 2015 marketing strategy.

180. Interactive content, such as apps, assessments, calculators, configurators and quizzes, generate conversions moderately or very well 70% of the time, compared to just 36% for passive content.

181. 25% of marketers rated their content as slightly or very interactive.

182. Comparing interactive to passive content, interactive content is somewhat of very effective at educating the buyer (93% vs 70%), differentiating from competitors (88% vs 55%) and being shared (38% vs 17%).

183. 71% of B2B tech marketers cite lead generation as their top content marketing goal.

184. On average, B2B companies with 250+ employees spend 55% of their annual marketing budget on content production and creation, excluding promotion investments.

185. Inefficiency in content production results in an estimated $958M each year in excessive spend for mid-to-large B2B US companies.

186. Of 3,408 B2B companies surveyed with 250+ employees, in the US alone, $5.2B a year was spent on content creation efforts

187. For B2B marketers using a marketing content platform, they saw a 200% increase in the volume of content produced.

188. 67% of all respondents indicated they believe there is room for improvement in current content creation processes.

189. 100% of efficiency experts (ie. top performing marketing content) had invested in standardized workflow and approval technology.

190. Marketers using marketing content platforms saw 60% improvement in content effectiveness from documented alignment with customer personas.

191. 90% of efficiency experts (ie. top performing marketing content) use marketing automation tools, and therefore have a propensity for creating targeted content for all stages of the buyer’s journey.

192. 44% of B2B marketers believe the current technologies used are insufficient for scaling content marketing needs over the next 1-3 years.

193. Efficiency experts (ie. top performing marketing content) are seven times more likely to invest in technology to help streamline their content processes.

194. The majority of companies measure content success based on driving awareness via website, social shares, etc.

195.[Tweet “60% of marketers report that hiring marketing content talent is “somewhat difficult” via @Kapost”]

That’s about (well, about 195 stats) it! Let us know if you find out any other interesting stats you think we might be interested in!

Content Marketing Specialist at Creatopy

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