According to a March 2009 survey by comScore, just 16 percent clicked through on display ads. And half of that group accounted for 85 percent of all clicks.
“Marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84 percent of Internet users who don’t click on an ad,” said Linda Anderson, comScore Vice President of Marketing Solutions.
In encouraging advertisers to look beyond the click as a performance measurement, John Lowell, Senior Vice President Director of Research and Analytics for Starcom USA says:
“A click earns no revenue and no brand equity…online advertising is certainly not to generate clicks…but to generate website visits, seek more information, purchase a product, become a lead or keep the brand at the top of mind.”
So for your next online campaign, look beyond the click to make sure you are evaluating the media appropriately.
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