Commentary

Clickers Become Smaller Clique

That's what Anne Hunter, vice president-advertising effectiveness products at comScore just revealed at OMMA Ad Nets.

She says the percentage of online users who never click on an ad during a given month is actually increasing, not decreasing. In July 2007, she says, the percentage was 68%. Currently, it's about 84%.

The problem for ad network folks, she says, is they still base their audience value largely on whether people click, or not.

1 comment about "Clickers Become Smaller Clique".
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  1. Melissa Lande from lande communications, November 2, 2010 at 4:03 p.m.

    Clicking is clicking. Everybody clicks. It's like window shopping. How do you bring the window shoppers into the store? Being removed one extra step (in your office or home, not on the street) can make clicking an addiction to window shopping. Consumers who like to look who KNOW they won't pull out their credit cards and go through the shopping cart experience enjoy clicking. While clicking is necessary to make a sale, sales are something that have nothing to do with many clicks. Ms. Hunter's point is well taken.

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