click rates are not relvant The writing
ECIN , based on the findings of
Starcom :
n most cases, the click-through rate of the highly acclaimed and meaningful parameters for success in the online display advertising. But this image must be decision makers, agencies and think advertisers probably thoroughly. Because of a U.S. study by media agency Starcom USA, behavioral targeting network Tacoda, and to market researcher comScore, with the telling name of "Natural Born Clickers "According to this assumption is fundamentally wrong.
According to the study, six percent of the online population are responsible for 50 percent of all display ad clicks from. This is the so-called "heavy clickers" and not representative of all study results falsified, the study concludes. Thus the heavy clickers have demographically and in their online behavior very strong differences to the typical Internet user, while four times as much time to spend on the internet than other users. In addition, the heavy clickers also tended to be more auctions, gambling, and career service sites.
Starcom notes that there is no reliable connection between display ad clicks and increased brand awareness. This way can the success of an online branding campaign will not read at the click Council. Finally, Grant Prentice concludes by Starcom that, the sales the more reliable measure of online advertising success.
