Sunday, March 02, 2008

Google: The Hollow Echo of a Click


Consider the results of one study, released on Feb. 12 by comScore, media agency Starcom USA, and the ad network Tacoda, owned by AOL (TWX). It found that just 6% of Web surfers account for more than 50% of all clicks on display ads, such as the rectangular banner ads that stretch across the top of many Web pages. In addition, most of these heavy clickers earn less than $40,000 a year, and they account for less than 15% of the actual shopping online. "What we have seen is that optimizing for [clicks] alone tends to get you an audience with a propensity to click," says Daniel Jaye, Tacoda's president.

BTW, ask yourself: when was the last time you clicked (on purpose...) on a banner ad?

Google: The Hollow Echo of a Click

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