Display Advertising Stats: SEMrush Study Reveals Top GDN Trends via @semrush

Most Targeted Age Ranges Among Ecommerce Advertisers and Publishers

Both ecommerce advertisers and publishers are most likely to target the millennial audience in the 25-34 year age range.

Here’s the full breakdown of what age brackets advertisers are targeting:

• 18 to 24: 12%
• 25 to 34: 31%
• 53 to 44: 23%
• 45 to 55: 15%
• 55 to 64: 12%
• 65+: 7%

Top Interests for Ecommerce Site Visitors

Looking for new audiences to expand to?

Ecommerce website visitors are most likely to be interested in these five categories, as well:

• Beauty and Fitness
• Business and Industrial
• Hobbies and Leisure
• Food and Drink
• Home and Garden

You can also look to advertisers in these adjacent spaces to find new ideas for your own campaigns.

Most Popular Ad Sizes Among Ecommerce Advertisers

According to our research, the most popular ad size for both advertisers and publishers is the 728×90 leaderboard.

Most Used Ad Sizes in the Shopping Niche Among Advertisers

Most Used Ad Sizes in the Shopping Niche Among Publishers

It’s no surprise that the leaderboard is the most commonly used ad size for both advertisers and publishers – leaderboards immediately capture a viewer’s attention before diving into the site’s actual content.

Google has pointed to this ad type as a top-performing ad size, as well.

Responsive Ads vs. Images

Advertisers and publishers alike are more inclined to use responsive ads instead of image ads.

Advertisers are even more likely than publishers to choose responsive ads, which makes sense: advertisers have so many products to promote, and making ads responsive works in their favor.

Among ecommerce publishers, the split between responsive ads and images is closer to equal, indicating that publishers are keen on testing ad formats to determine which will earn a higher click-through rate.

If you run an ecommerce site and are relying on images alone, consider testing responsive ads, as well!