A research update for comScore's "Natural Born Clickers" study from a study first conducted two years ago reveals some alarming stats for Internet-focused advertisers. While banner and display ads are ubiquitous on websites all over the Internet, the percentage of "clickers" is precipitously falling.
In the 2007 study, about one-third (32%) of Internet users clicked on ads; in their updated March '09 study, it's down to an alarming 16%.
That translates to 8% of Internet users accounting for 85% of all clicks. So what does that tell us about the efficacy of Internet advertising in 2009?
First, online advertising is missing a whole lot of web users. Campaigns that are focused on clicks are off-target in reaching a mass appeal Internet audience.
Second, the click-through as an evaluative measure is insufficient in measuring campaign effectiveness. comScore talks about the value of web advertising in overall brand "lift" – whether consumers visit a brand's site, buy products offline, etc.
Finally, Internet-only advertising is myopic in its approach. A web campaign is not sufficient to move the sales needle.
The drop in clicks is real, and that underscores the importance of multi-platform, integrated advertising programs for retailers and businesses – and not just committing the lion's share of ad dollars online.
And that's where radio comes in because of its ability to provide a wide variety of engagement tools – from its website features to texting to on-air advertising and testimonials to event production. At a time when American business is struggling to generate sales and brand awareness, radio truly has an opportunity to use a study like this to underscore its value.
There's a lot more to advertising, marketing, and branding than click-throughs.
It's time to start marketing and emphasizing results.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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