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Study: Display Ad Click-throughs on the Decline

Posted 10/12/09 at 10:15:24 AM  by Pulkit Chandna

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Online display ads account for around a third of the $40 billion online ad market. Advertisers mainly commission display ads to apprise internet users of their presence and not necessarily in the hope of immediate results. But click-through rates for display advertising have slumped to such abject levels that it is just too optimistic to expect immediate results with banner ads.

According to market research firm comScore, American internet users are increasingly becoming immune to display advertising. A recent comScore study found that the number of American internet users that click on a display ad at least once every month fell by 50% over a 20-month period. But according to Andrew Lipsman, director of industry analysis at comScore, it is not always correct to measure the success of online ads with number of clicks as the yardstick.

 Image Credit: Donttreadonme.tv

COMMENTS:4
TAGS: comScore, display ads, study, america, click-through rate
COMMENTS
avatarInternet ads are mostly bull

Submitted by QUINTIX256 on Mon, 10/12/2009 - 10:16am

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97% OF AMERICANS GET THIS WRONG!!
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No wonder, and much of this is coming from google's adsense/doubleclick. The internet is being filled with "free" content sites that are little more than pyramid schemes that run by following clicks from site to site and charging eachother for clicks.

You can have your recession. I'm not participating.

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avatarI completely agree with your

Submitted by reutnes on Mon, 10/12/2009 - 1:35pm

I completely agree with your sentiments here.  Ads are simply NO LONGER RELEVANT to anything on the webpages I visit, and this is coming from somebody who doesn't give a damn that google has a monopoly on their data (I use google for EVERYTHING and I know how they're using my information).

Problem with the ads?  Well, I'm underweight.  My teeth are already white.  I can handle simple logic questions.  My colon is healthy because guess what?  I eat healthy.  Your "best" has at least 10 better, free alternatives.  I'm not interested in porn or beastiality.  

 

I don't care about ads.  I can stomach banner ads on mpc.  I'm not afraid of the sidebar ads in Gmail.  Sponsored links in search results?  no problem!  But when the ads <i>don't make any sense</i> why the hell would I click on them? 

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avatarWell...

Submitted by 1337Goose on Mon, 10/12/2009 - 7:54am

I guess this doesn't account for the ads that we don't even see because adblock (or an equivalent) has got our backs. 

~Goose

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avatarIf we don't see them

Submitted by MeTo on Mon, 10/12/2009 - 10:14am

If we don't see them we can't click on them. I wish adblock would block more ads. I am currently at about 75% blocked ads.

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