Am not surprised at this statistic…! Released by Comscore this Wednesday, the “Natural Born Clickers” research has some rather interesting revelations about the Internet and especially the clicks happening all across!
While the statistics are only regarding image ads (and not search ads, which will surely throw up numbers different, maybe drastically different), it still is fascinating to think how the industry today is so centered around clicks and you friggin find out that only 8% of the audience you are catering to, is doing most of the talking! As rightly questioned in the report too…what about the remaining audience, who rarely click, but are still surfing the net and spending a whole lot of time on it.
I realize that there will always be this section which somehow adjusts to the ads around them. They ‘zone off’ the ads! I belong to that category…as long as the ad is advertising for something else but ‘showing’ something else (if you know what I mean!). But there will be a section of the population, and I reckon a good share, that will see the ad but never click…for whatever reason. But the ad has surely had some effect on them…however minuscule in nature! How do you quantify that!
Google ofcourse has a remedy, as is does for a whole lot of things in this world except for premature ejaculation! They recently released the “View Through” conversions on the Google Banner network (not yet for text ads). Basically works through a cookie for a period of 30 days…so if I have seen an ad and then ultimately do make a conversion sometime later within 30 days…its counted as happening because of the ad!
Not 100% perfect….one can guess multiple flaws in this metric…but a start nonetheless.
In the Internet space, unlike offline media, there is so much of stuff happening, fighting for the user attention. And the switching costs for the user are zero, almost always, unless playing Farmville on FB! So I always thought that clicks is a good way of measuring intent! Definitely better than impressions! But then if clicks are also not working (in the sense, you are eliminating a huge chunk of the audience), what would be a good way to measure ad effectiveness? And thereby cost it?
What would it be?