Vendor reportLocaliQ, 2026

Video display ads had the lowest click-through rate on the USA TODAY Network at 0.09%

Channel validation

0.09%

average click-through rate for video display ads on the USA TODAY Network in 2026

Reader Note:: From the USA TODAY Network dataset rather than the LocaliQ customer campaigns. The report calls this an average but states that all averages in it are medians. The other two formats on the same network were native at 0.28% and high-impact at 0.26%. The report argues a low click-through rate is expected for this format because viewers watch and move on, but it offers no measurement of what happens after the view.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Two datasets: 7,074 LocaliQ customer display advertising campaigns from April 2025 to June 2026, plus 55,798 location-based display advertising campaigns on the USA TODAY Network from July 2025 to June 2026.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source says how much it looked at, but not how any of it was chosen.

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20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Video display ads had the lowest click-through rate on the USA TODAY Network at 0.09%

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