Think about this next time you start evaluating the success of your online campaign. Digital consumer insight company comScore and media agency Starcom USA recently updated its "Natural Born Clickers" study that measured the effectiveness of the number of online advertising click-throughs (CTRs). Their results indicates that 16% of all Internet users account for 85% of all CTRs. Meaning that 84% percent of all the people online never click on anything.
CTR results are not the best metric to evaluate a campaign's performance. Non-clicked ads still have significant impact on consumers and can generate substantial lifts to website traffic, trademark search queries, and online and offline sales. It's time to take CTRs off their high pedestal and start looking at the original campaign objectives such as brand awareness, sales, etc.
After all "A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal - and it's certainly not to generate click," states John Lowell, Starcom USA SVP/Director. "You want people to visit your website, seek more information, purchase a product, become a lead, keep your brand top of mind, learn something new, feel differently - the list goes on. Regardless of whether the consumer clicked on an ad or not, the key is to determine how that ad unit influenced them to think, feel or do something they wouldn't have done otherwise."
For a more in-depth look at Click Through Rates, check out the updated "Natural Born Clickers" Study.
| posted by Amy on 11.16.09 at 13:05 |
| Honestly, I'm quite afraid of clicking on ads and links because of all the phishing that's out there...it's hard to know whether or not you'll come into contact with a virus or a spammer. |
