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Don't Click This Ad by eMarketer
This article is thought provoking to say the least. Reading this article made me ponder the various studies I've read on not only demographics but educatational, social norms and such for varying sections of our population. Regardless, perhaps this should be considered before racing off to begin a PPC campaign for clients or for our business.
According to a report by Starcom, USA, Tacoda and comScore, there is a small group of consumers which are considered "Natural Born Clickers".
The heavy clickers surveyed represented just 6% of the online populations, but made one-half of all display ad clicks. (hmm...)
The heavy clickers' demographics were also very different from those of most Internet users. On average, heavy clickers were 25 to 44 years old, with annual household incomes under $40,000. They were online four times (4x) as much as non-clickers, but were not the big spenders.
Unlike their counter parts, heavy clickers were also relatively more likely to visit auctions, gambling and career service sites.
The researchers said that the data suggested no correlation between display ad clicks and brand metrics and no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked.
Starcom recommended that marketers instaed measure shifts in brand attitude and the relationship of ads to actual sales.
While the click can continue to be a relevant metric for direct response advertising campaigns, click performance is the wrong measure for the effectiveness of brand-building campaigns.
AOL studied heavy clickers during the summer of 2007, with similar results.
"Ninety-nine percent of Web users do not click on ads on a monthly basis," said David Morgan, executive vice president of global advertising strategy for AOL at the time. "Of the 1% that do, most only click once a month. Less than two-tenths of 1% click more often. That tiny percentage makes up the vast majority of banner ad clicks."
Mr. Morgan said that the heavy clickers in the AOL study were predominately older females who looked at sweepstakes far more than any other kind of content.
"These are the same people that tend to open direct mail and love to talk to telemarketers," he said.
It is important for marketers to know if display ads are helping their brands, since that's often why they use display in the first place.
It is a good read for marketers certainly.
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