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Is the banner ad “click” dead?

A new study by Comscore cites that only 8% of Internet users make up 85% of all banner ad click-thrus. Furthermore, half of all clicks come from lower income young adults (not the typical target market of most pharmaceutical brands).

The number of people who click on Internet as is down 50%. So what does all of this mean for the banner advertising?

First we need to stop obsessing over click-through rates and focus on other measurement techniques. According to the study, within one week, consumers exposed to a display ad were 65% more likely to visit the advertiser’s site than users who never saw the ad. Even at four weeks, people exposed to displays ads are 45% more likely to visit the brand’s site.. Now that’s meaningful to pharmceutical marketers and marketer’s everywhere.

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