The Banner Ad. A Far From Banner Invention.
It's odd that with over 10 years of facts piled up against 'click' based banners, marketers still employ them.
Well, here's another bit of research proving you'd have to be a pretzel to logically keep buying them.99% of cookies examined never click.More than expected, a tiny fraction of people ever click on an ad. In fact, 99% of stable cookies examined never click on an ad. This is a more pronounced disparity than was reported in comScore’s study. Further, users who have clicked in the past are twice as likely to click again in the future.
Many clicks are accidental.
Nearly 20% of ads that received any click activity received multiple clicks within the same impression, suggesting that these clicks were unintentional. This effect is especially seen among online gamers, who clicked 43% more often than non-gamers, and on mobile devices where users clicked 123% more often.
Intentional clickers are lower income.
An examination of who tended to click paints a picture of an audience that may not be attractive to most advertisers. Clickers tend to be lower income, older and late technical neophytes.
More here.
