Duncan McCall A Marketing Communications Firm
The results of an update to research conducted by comScore, Starcom USA and Tacoda, indicate that the 8% of internet users account for 85% of all display ad clicks, and only about 16% of users click on an ad at least once a month. Linda Anderson, author of the study, concludes that “...marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84% of Internet users who don’t click on an ad…”
However, their research has also shown that online display ads generate significant lift in other ways.
Read the article at www.mediapost.com.
Posted on Tuesday, Nov 10, 2009 by Bryan McCall
Permalink: http://www.duncanmccall.com/index/adpost/click-through-rate-study/