So, like all of you in the class, I have
been doing my fair share of reading up on metrics and measurement of display advertising
in an effort to quantify its true efficacy and impact. We all know that people
tend to screen out display ads on sites, tend not to click on adverts that
appear around search terms, would rather never see an ad on their mobile and
decry the growing trend for intersticial pages appearing between the user’s
click and her view of the content, but what are the stats?
Well, the most relevant and amusing
market-sizing article I have come across is an “10
Horrifying Stats about display advertising” by Mike Volpe, none other than
an expert blogger for HubSpot.
Ever wondered how many banner ads will a
typical user will be served a month? Mike quotes comScore and says its 1,700.
Ever wondered who are the people who
actually do click on banner ads and thus produce ‘customer acquisition’ or
‘action completion’ users of value? Well, again quoting comScore, Mike says
only 8% of internet users account for 85% of clicks.
And if the click-through rate for display
ads 0.1%, what does that really mean? Mike likes this question and answers it a
pile of different ways…. It means you are more likely to complete NAVY SEAL
training or get a full house while paying poker or climb Mount Everest or have
twins than you are to click on a display ad!
Despite this reality check, there are some
good things about banner ads. They do allow advertisers to position ads in
related content and they do help build brand profile and exposure, especially
through re-targeting.
So, while all is not lost, perhaps we just
need to manage client’s expectations about the likely yield on their spend.
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