Report: Number of People Clicking on Display Ads Drops by 50%

Authored by Mark Hefflinger on October 1, 2009 - 9:45am.

Reston, Va. - In news that is sure to make waves throughout the advertising industry, new research by comScore and Starcom USA indicates that the number of people who click on display ads has dropped by 50% over the past two years.

The firms said that just 16% of U.S. Internet users now click on the ads in a given month, down from 32% two years ago.

Moreover, a scant 8% of Internet users account for 85% of all clicks.

"The act of clicking on a display ad is experiencing rapid attrition in the current digital marketplace," said Linda Anderson, comScore's vice president of marketing solutions and author of the study.

"Today, marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84% of Internet users who don't click on an ad."

Related Links:
http://snipurl.com/s9ln7