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The study finds 80 percent of online ad clicks are generated by 16 percent of internet users. Furthermore, that 16 percent is not representative of the online population as a whole. | |||||||
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February 2008 Wonder if Starcom is happy with the outcome of that study?! Doesn't make great reading for those in online media sales.  Reply
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February 2008 Well, no surprises here.
The poor performance of online advertising has been well known for the past 10 years. What I always find interesting is that when confronted by such data, these companies then try and dismiss it and say they need to invent a new means of measurement, presumably one that'll make them look good. I would have thought that 10 years of research that continually shows people aren't looking at online ads, let alone clicking on them would tell these people something, but apparently not. The billions of dollars going into online advertising annually means that a lot of people have a huge vested interest in justifying its effectiveness. There are none so blind as those who will not see. Reply
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