WildBlueSkies - Trends and strategies in Digital Media

A recent report, “Natural Born Clickers,” commissioned by Starcom and AOL’s Tacoda and conducted by comScore, bears implications measuring the success of an online campaigns. According to the report, 16% of Internet users click on 80% of ads, and those people aren’t representative of the general online population.
Heavy clickers, classified as someone who clicks on an ad four or more times in a month, comprise 6% of the online population and 50% of the clicks.
Moderate clickers, who click ads two to three times per month, account for 10% of the online population and the additional 30% of clicks.
According to the research, the heavy clickers, are somewhat equally divided between male and female and between the ages 25 to 44, with a typical household income below $40,000.
Clearly online advertising would need to move beyond measuring impressions and clicks, and look at targeting audiences in manners that would be more engaging.

Filed under: Business, Digital culture, Statistics