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Why Branding Campaigns Can’t Rely on the 6% that Click Display Ads



Starcom, Tacoda and comScore’s “Natural Born Clickers” study suggests that advertisers looking to increase their brand awareness should dump click-through rates as a measure of success.

The study found that, when it comes to display advertising, 50% of the clicks come from just 6% of the total US online population. And while these 25-44 year olds spend four times the amount online compared to non-clickers, they earn less than $40k a year.

What does this mean for advertisers who buy display ads for branding purposes? Don’t focus on the click!

Further preliminary Starcom data suggests no correlation between display ad clicks and brand metrics, and show no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked. The research presentation suggests that when digital campaigns have a branding objective, optimizing for high click rates does not necessarily improve campaign performance.

“While the click can continue to be a relevant metric for direct response advertising campaigns, this study demonstrates that click performance is the wrong measure for the effectiveness of brand-building campaigns,” said Erin Hunter, executive vice president at comScore in a statement.

Of course, it could just be that the three companies set out to back up their own theory that clicks don’t relate to branding, but then again, don’t all studies start with a biased hypotheses?

Hat-tip.

  • http://www.goodnightmoonfuton.com Futon-Matt

    Those are some interesting numbers.

  • http://www.gadgets4nowt.co.uk Steve Elliott

    ^^^^Futon-Matt: Not when you consider that 67.3 % of stats are made up!

    What is the “US online population”. How many people are we talking about here?

    It would also be interesting to know how much of the clicking and searchig is carried out in working hours? My bet is a high percentage!

  • http://www.greatpriceshere.com Nicole

    Its intriguing how they come up with such exact figures on so many different criteria.
    “50% of the clicks come from just 6% of the total US online population. And while these 25-44 year olds spend four times the amount online compared to non-clickers, they earn less than $40k a year.”

    You are right Steve, most of the stats are made up.

  • http://www.thevanblog.com Steven Bradley

    Advertising for branding purposes is more about the eyeballs than the clicks.

  • http://www.dietpillreviewsforyou.com John Arlinger

    This is great data :-)

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