Published in News

Heavy clickers distort online advertising


Six percent click on half advertising

A media
company called Starcom has poured cold water on the idea that the number of clicks on a banner ad on a Web page is a good method of measuring success.

Starcom have worked out that only a very small group of consumers who are not representative of the total U.S. online population is accountable for the vast majority of display ad click-through behavior. Only six percent of the online population are responsible for half the number of clicks on banner advertising.

These are between the ages of 25-44 and households with an income under $40,000 and behave differently online contrary to the typical Internet user. The heavy clickers visit auctions, gambling, and career services sites, which are left alone by most users.

More here.
Last modified on 14 February 2008
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