Advertising effectiveness is moving fast and the results are uneven. In 2025, YouTube reported an average view through rate of 28.5% among viewers aged 18 to 34, while display and social can swing from subtle lift to big performance gains depending on format and targeting. Let’s break down the most telling 2023 to 2025 benchmarks across channels, from brand lift and CTR to ROAS and conversion rates.
Key Takeaways
- Video ads on Instagram had 15.2% brand lift in ad recall for CPG brands exposed vs non-exposed in 2023 Kantar study
- TV commercials increased top-of-mind awareness by 24% for auto brands in 2023 Nielsen
- Sponsored social media posts lifted purchase intent by 12% among millennials in 2023 Edelman report
- Average CTR for Google Search Ads was 3.17% across all industries in September 2023
- Facebook News Feed ads had an average CTR of 0.88% for desktop users in Q4 2023
- Instagram Feed ads achieved 0.92% CTR for video formats in fashion industry 2023
- Social media ads with UGC saw 5.2x higher engagement rates than brand content alone in 2023 Hootsuite study for retail
- Interactive polls on Twitter increased reply engagement by 42% during campaigns 2023
- Instagram Stories stickers boosted swipe-up engagement by 31% for e-commerce 2023
- Average CPC for Google Ads Search was $2.69 across industries in 2023 WordStream
- Facebook CPM averaged $7.19 for video ads in US Q4 2023
- Instagram CPM for Stories was $6.06 in e-commerce sector 2023
- In 2023, video ads on YouTube achieved an average view-through rate of 28.5% among viewers aged 18-34
- Search ads on Google generated a 200% increase in conversions for retail brands using remarketing, with an average ROAS of 8.5x in Q4 2022
- Email marketing campaigns had an average ROI of $42 for every $1 spent in B2C sectors during 2023, outperforming social media by 40%
Across 2023 channels, targeted video and paid search consistently delivered major gains in brand lift, intent, and ROI.
Related reading
01 · Category
Brand Lift and Awareness30 stats
01
Video ads on Instagram had 15.2% brand lift in ad recall for CPG brands exposed vs non-exposed in 2023 Kantar study
02
TV commercials increased top-of-mind awareness by 24% for auto brands in 2023 Nielsen
03
Sponsored social media posts lifted purchase intent by 12% among millennials in 2023 Edelman report
04
Google Search ads improved brand favorability by 18% in competitive markets 2023
05
Podcast sponsorships boosted brand awareness by 31% post-listen in 2023 Edison Research
06
Out-of-Home ads raised aided recall by 27% in urban commuters 2023 OAAA
07
Influencer collaborations increased brand consideration by 22% for fashion on TikTok 2023
08
CTV ads delivered 9% lift in brand awareness over linear TV 2023
09
Print magazine ads enhanced brand trust by 16% in luxury sectors 2023
10
Radio ads improved spontaneous awareness by 20% for local retailers 2023 RAB
11
YouTube bumper ads lifted ad recall by 25% in 6-second bursts 2023 Google
12
LinkedIn ads raised B2B brand salience by 14% in decision-makers 2023
13
Programmatic DOOH increased visibility awareness by 33% with sequencing 2023
14
SMS brand reminders boosted recall by 41% pre-store visit 2023
15
Native ads in news sites lifted brand association by 19% 2023
16
Spotify playlist sponsorships enhanced music brand awareness by 28% 2023
17
Pinterest idea pins increased inspiration awareness by 21% for DIY 2023
18
Snapchat geo-filters lifted local brand awareness by 17% 2023
19
Amazon brand store pages improved awareness by 13% in product searches 2023
20
Reddit AMAs with brands boosted subreddit awareness by 24% 2023
21
Facebook group ads enhanced community brand loyalty awareness by 15% 2023
22
Twitter Spaces sponsorships lifted event brand recall by 29% 2023
23
Email newsletters increased subscriber brand affinity by 11% 2023
24
App push notifications raised app brand usage awareness by 26% 2023
25
Billboard sequencing campaigns improved sequential awareness by 30% 2023
26
WhatsApp status ads lifted awareness by 20% in conversational commerce 2023
27
User-generated content campaigns boosted authentic brand awareness by 23% 2023 Traackr
28
VR/AR brand experiences increased immersive awareness by 35% at events 2023
29
Cinemagraph ads on social lifted visual recall by 18% 2023
30
Voice search ads on Alexa improved smart home brand awareness by 16% 2023
Interpretation
Brand Lift and Awareness Interpretation
If advertising channels were cocktail party guests, each would be endlessly bragging about their unique, statistically proven ability to make you remember, like, or want something, proving there's no single right way to get into a consumer's head, just a lot of very specific, data-backed paths.
02 · Category
Click-Through Rates (CTR)26 stats
01
Average CTR for Google Search Ads was 3.17% across all industries in September 2023
02
Facebook News Feed ads had an average CTR of 0.88% for desktop users in Q4 2023
03
Instagram Feed ads achieved 0.92% CTR for video formats in fashion industry 2023
04
LinkedIn sponsored content CTR averaged 0.39% for B2B services in 2023
05
Twitter promoted ads CTR was 0.86% during live events in 2023
06
Pinterest promoted pins CTR reached 0.35% for lifestyle pins in 2023
07
YouTube In-Stream ads CTR was 0.65% with end screens in 2023 gaming
08
Display Network Google ads CTR averaged 0.46% for remarketing in 2023
09
Snapchat ads CTR hit 0.37% for AR lenses in youth demographics 2023
10
TikTok For You Page ads CTR was 1.5% for music promotions in 2023
11
Amazon Sponsored Brands CTR averaged 0.37% in electronics category 2023
12
Bing Ads CTR was 2.94% for search in competitive industries 2023
13
Native ads on Taboola had 0.72% CTR for content recommendations 2023
14
Programmatic display CTR improved to 0.51% with AI targeting in 2023
15
Email HTML CTR averaged 3.4% for promotional campaigns 2023
16
SMS open and CTR equivalent was 98% and 19% in retail 2023
17
DOOH QR code CTR reached 12% in transit ads 2023
18
Podcast ad companion banners CTR 1.2% during downloads 2023
19
Reddit display ads CTR 0.28% in niche communities 2023
20
CTV streaming ads CTR 1.8% with interactive overlays 2023
21
Out-of-Home static billboards digital engagement CTR equivalent 0.9% via app scans 2023
22
WhatsApp business ads CTR 2.1% in emerging markets 2023
23
Apple Search Ads CTR 4.2% for app installs 2023
24
Spotify audio ads CTR 1.4% with dynamic inserts 2023
25
Facebook Stories ads CTR 0.42% for vertical video 2023
26
Google Discovery ads CTR 0.72% in personalized feeds 2023
Interpretation
Click-Through Rates (CTR) Interpretation
This vast landscape of advertising metrics proves that while everyone is shouting for attention, the real skill is in knowing precisely where and how to whisper to the person who’s actually ready to listen.
03 · Category
Consumer Engagement30 stats
01
Social media ads with UGC saw 5.2x higher engagement rates than brand content alone in 2023 Hootsuite study for retail
02
Interactive polls on Twitter increased reply engagement by 42% during campaigns 2023
03
Instagram Stories stickers boosted swipe-up engagement by 31% for e-commerce 2023
04
Live video streams on Facebook had 6x higher interaction rates than pre-recorded 2023
05
TikTok duets with brands increased shares by 55% in challenges 2023
06
LinkedIn polls in posts drove 3.1x more comments in B2B 2023
07
YouTube community posts engagement rose 28% with Q&A formats 2023
08
Pinterest lens try-ons increased saves by 40% for beauty products 2023
09
Snapchat challenges generated 12x more user submissions than standard ads 2023
10
Reddit engagement pods lifted upvotes by 37% for promoted posts 2023
11
Email personalization increased open engagement by 29% with dynamic content 2023
12
SMS conversational flows boosted response rates to 38% in 2023
13
Podcast listener Q&A segments raised downloads by 22% post-engagement 2023
14
CTV shoppable ads increased click engagement by 47% 2023
15
DOOH interactive screens drove 51% participation rates in malls 2023
16
WhatsApp chatbots achieved 65% completion engagement in support queries 2023
17
Spotify ad choice surveys lifted future listen engagement by 19% 2023
18
Amazon live streams saw 4.8x higher watch time engagement 2023
19
User polls in Instagram Reels boosted comments by 33% 2023
20
Facebook Messenger bots had 52% conversation engagement rates 2023
21
TikTok effects challenges generated 28 million UGC engagements 2023
22
LinkedIn event ads drove 2.7x RSVP engagement 2023
23
YouTube Super Chats during lives increased donor engagement by 61% 2023
24
Pinterest quizzes in ads lifted pin clicks by 25% 2023
25
Snapchat memories shared in ads boosted friend shares by 44% 2023
26
Twitter quote tweets engagement surged 39% with controversial topics 2023
27
Programmatic email retargeting saw 14% engagement lift 2023
28
App interstitials with rewards increased session engagement by 36% 2023
29
Voice assistants brand skills raised daily active engagement by 21% 2023
30
Metaverse events with brands achieved 3.5x avatar interaction engagement 2023
Interpretation
Consumer Engagement Interpretation
In 2023, the data screamed a clear, unforgiving truth: consumers, now bored to tears by being simply *talked at*, will actually engage—often dramatically so—when you hand them the mic, a vote, a sticker, or a duet, proving that the most effective marketing is less a campaign and more a conversation you're clever enough to let them start.
More related reading
04 · Category
Cost Metrics (CPC, CPM, etc.)29 stats
01
Average CPC for Google Ads Search was $2.69across industries in 2023 WordStream
02
Facebook CPM averaged $7.19for video ads in US Q4 2023
03
Instagram CPM for Stories was $6.06in e-commerce sector 2023
04
LinkedIn CPC hit $5.26for lead gen forms in B2B 2023
05
Twitter CPM was $6.46during promoted trends 2023
06
Pinterest CPM averaged $2.50for promoted videos 2023
07
YouTube TrueView CPC was $0.10per view in awareness campaigns 2023
08
Display ads Google CPC $0.63in finance industry 2023
09
Snapchat CPC $0.90for full-screen vertical ads 2023
10
TikTok CPM $10.35for in-feed ads US 2023
11
Amazon Sponsored Products CPC $0.89in competitive categories 2023
12
Bing Ads CPC $1.54lower than Google average 2023
13
Native ads Taboola CPM $1.50for content discovery 2023
14
Programmatic CPM fell to $3.47with header bidding 2023
15
Email CPM equivalent $0.04per send in large lists 2023
16
SMS CPC $0.01per message in bulk campaigns 2023
17
DOOH CPM $8.21in high-traffic locations 2023
18
Podcast CPM $25for host-read ads 2023
19
Reddit CPM $5.21in targeted subreddits 2023
20
CTV CPM $27.01for premium streaming 2023
21
Traditional TV CPM $20.47for 30-second national spots 2023
22
Radio CPM $6.75per thousand listeners 2023
23
Print newspaper CPM $12.34full-page ad 2023
24
Billboard CPM $4.50per impression in urban 2023
25
Influencer post CPC $0.45for nano-influencers 2023
26
App install CPI $1.75on Google UAC 2023
27
WhatsApp CPM $3.20in business catalogs 2023
28
Spotify CPM $20-30 for targeted audio 2023
29
Facebook Marketplace CPM $5.12for local ads 2023
Interpretation
Cost Metrics (CPC, CPM, etc.) Interpretation
Digital advertising costs are like a bizarre bazaar where yelling on a podcast costs more than a city billboard, yet whispering in an inbox costs less than a penny, proving that in marketing, the price of attention is far stranger than its value.
05 · Category
ROI and Conversion Rates29 stats
01
In 2023, video ads on YouTube achieved an average view-through rate of 28.5% among viewers aged 18-34
02
Search ads on Google generated a 200% increase in conversions for retail brands using remarketing, with an average ROAS of 8.5x in Q4 2022
03
Email marketing campaigns had an average ROI of $42for every $1 spent in B2C sectors during 2023, outperforming social media by 40%
04
PPC campaigns in the finance industry yielded a 12.6% conversion rate from landing page optimizations in 2023
05
Native ads on Outbrain drove 9.2x higher ROI compared to standard display banners for news publishers in 2022
06
In-app mobile ads resulted in a 15% uplift in purchase conversions for gaming apps, with ROAS at 5.2x per AdMob data from 2023
07
Programmatic video ads saw a 320% ROI boost when using contextual targeting in 2023 automotive campaigns
08
Affiliate marketing programs delivered an average 16:1 ROI for e-commerce sites with influencer partnerships in 2023
09
Retargeting display ads increased conversion rates by 150% for SaaS companies, achieving 11x ROAS in mid-2023
10
Connected TV (CTV) ads generated 3.2x higher ROI than linear TV for CPG brands in 2023 Nielsen data
11
Influencer marketing ROI averaged 6.7x for beauty brands using micro-influencers on Instagram in 2023
12
Amazon DSP ads yielded 9x ROAS for brand-sponsored products in Q1 2023
13
LinkedIn sponsored content drove 4.8x ROI in B2B lead generation for tech firms in 2023
14
SMS marketing achieved 23:1 ROI for retail promotions during Black Friday 2023
15
Podcast ads resulted in 4.5x ROI for direct-response campaigns in health sectors 2023
16
TikTok shop ads had 7.2x ROAS for Gen Z fashion brands in 2023
17
Bing Ads provided 2.5x higher ROI than Google for long-tail keywords in travel industry 2023
18
DOOH (Digital Out-of-Home) ads lifted conversions by 28% with geo-targeting in urban areas 2023
19
Snapchat AR ads drove 11% conversion rate uplift for CPG quick commerce in 2023
20
Pinterest promoted pins achieved 5.3x ROAS for home decor e-commerce in 2023
21
Display ads with dynamic creative optimization saw 25% higher conversions in 2023 Google study
22
Facebook lead ads converted at 14.5% for local services in 2023
23
YouTube TrueView ads had 2.9x ROAS for direct response in e-commerce 2023
24
Instagram Reels ads boosted conversions by 22% over static posts for fashion 2023
25
Google Shopping ads delivered 8x ROAS for apparel retailers in 2023
26
Twitter (X) promoted trends increased purchase intent conversions by 18% in 2023 events
27
LinkedIn video ads achieved 3.7x ROI for thought leadership in B2B 2023
28
Programmatic audio ads yielded 4.1x ROAS in automotive sector 2023
29
Reddit ads drove 6.2x ROI for gaming communities in 2023
Interpretation
ROI and Conversion Rates Interpretation
The data screams that there's no silver bullet, but rather a treasure map where the real gold is found by matching your message to the medium and audience with ruthless precision.
Reference
Cite This Report
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APA
Helena Kowalczyk. (2026, February 13). Advertising Effectiveness Statistics. Gitnux. https://gitnux.org/advertising-effectiveness-statistics
MLA
Helena Kowalczyk. "Advertising Effectiveness Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/advertising-effectiveness-statistics.
Chicago
Helena Kowalczyk. 2026. "Advertising Effectiveness Statistics." Gitnux. https://gitnux.org/advertising-effectiveness-statistics.
Sources & references
52 datasets cited across this report · attribution is report-level
advertising.amazon.com
business.instagram.comdeveloper.amazon.com