There's again been some interesting numbers eminating from Google this week, as it releases DFA's 2009 EMEA ad data to the industry. The headline grabbers include: a correlation between ad size and performance; declining CTRs as advertiser look to flash and rich media as alternative means of engagement; and, if there was any surprise, the close connection between scarcity and ad performance. CTRs are still horribly low, and you wonder if the patience of brand managers in Europe is beginning to wear thin when faced with such anaemic performance from display advertising budgets.

Here are some of the charts you need to see (the EMEA data includes the folowing countries, Austria, Belgium, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Russia, Spain, Sweden, Switzerland, United Arab Emirates, and the United Kingdom):

Click-Through Rate for Static Image (Blue) and Flash Ads (Green) by Industry Vertical

Click Through Rate by DoubleClick Rich Media Format

DFA Impressions, EMEA, 2009