More and more online advertisers are paying on a per-click basis,
but who is clicking on those ads and how much are they worth? A
study
put out yesterday by comScore, Starcom Media, and Tacoda suggests that
half of all clicks on display ads (as opposed to clicks on paid search
links) are generated by only 6 percent of Web surfers.
And these are not a particularly desirable bunch. The average heavy
clicker is 25 to 44 years old, earns less than $40,000 a year, spends a
lot of time online but not a lot of money online, and likes to frequent
auctions, gambling sites and job boards. Sounds like a lot of these
heavy clickers are out of work and have nothing to do. But who did you
think clicked on those ads anyway?
Additionally, the study found that there was no correlation between
how many times a brand’s ads were clicked on and brand awareness or
positive attitudes towards that brand.
Advertisers probably know this already, and are focusing on the
other 50 percent of clicks. But what they should really be doing is
stop counting clicks and start measuring things that actually matter to
their business, like sales or brand awareness. Counting clicks is easy.
Measuring meaningful economic returns is not.
Visit:
Makai Studio
Be the first to rate this post
- Currently 0/5 Stars.
- 1
- 2
- 3
- 4
- 5