A very interesting report was posted yesterday by MediaVest called “Natural Born Clickers” that revealed more information about the “Heavy Clickers” demographic. The study revealed that a very small group of people who do not represent the U.S. population are the people that click on display ads the most.
The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks.
In fact, heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000.
This brings up a few different issues. One, depending on if you are targeting ads for branding or clicks you may not be fully optimizing your dollars or generating the right click. The article states that there is NO correlation between clicks and brand awareness. If you are judging the effectiveness of a display ad that is focused on increasing awareness by analyzing CTR you may be under estimating your success.
How does this effect lead providers that solely use display to generate their leads? Well, if they aren’t extremely scientific about where they are placing their ads they could easily be easily sending you the wrong demographic. They possibly could be generating a large amount of leads that do not qualify for a loan based on their low income. Granted they may or may not be sending you these leads. The fact is that most ads that are trying to generate clicks and you know what ads I am talking about, thinks dancing aliens, are narrowing their target by creating those ads.
The report is not saying that ads that focus on display are bad or unsuccessful and I am not saying that either. We all know that this model works and produces an ROI. The report simply states and validates what most marketing managers have always used when an ad campaign does not generate clicks, “but, it increased brand awareness”. I am, however saying that focusing on display ads may not be the most successful and efficient way to generate targeted leads, no matter how well you think you have targeted the location of the advertisement. Diversifing your strategy may prove to increase your target and generate a higher volume of targeted leads.
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