- According to Doubleclick and eMarketer, click-rates on static display ads fell dramatically in recent years to average levels of only 0.2% in 2006
- Rich media ads don’t perform much better, with a click-through rate of roughly only 1% in 2006,according to research from Doubleclick, eMarketer, Eyeblaster and ABI.
- Recent research conducted by comScore on behalf of Starcom and Tacoda showed that average click rates on display ads in 2008 were less than 0.1%. Further Starcom research suggests no correlation between display ad clicks and brand metrics, and shows no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked.
- The research suggests that when digital campaigns have a branding objective, optimizing for high click rates does not necessarily improve campaign performance.
- The comScore research also revealed that two-thirds of Internet users do not click on any display ads over the course of a month and that only 16% of Internet users account for 80% of all clicks.
- ComScore’s research also showed that the demographics of clickers are skewed towards younger users aged 25 to 44 earning less than $40,000 per year. This is hardly an attractive target segment for most advertisers.
- Even search ads, presumably the most effective form of online marketing, are only clicked on 4% of the time at Google, and 2% at MSN and Yahoo!, according to comScore statistics.
Its good stuff. Nice job ComScore!