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Recent studies by comScore ("a digital marketing intelligence platform that helps its customers make better-informed business decisions and implement more effective digital business strategies") show that website display ads are getting fewer and fewer clicks. This is bad new for the hosting web sites, seeing as one third of all online ad spending pays for such ads and most of these sites are paid by the click. Let's take a look at why these ads have so little appeal, and whether or not they're still worth it.
ComScore's statistics show that the percentage of Americans that click on display ads dropped from 32 to 16 percent. However, it is more of the advertiser's fault that anybody else. The people writing these ads are fairly aware that the person sitting at their computer have little to no interest in the product offered, so they set up bait to trick the gullible. Ads will say things such as "Take this survey, win a free laptop," when in reality the company has no intentions of giving out any free laptops. At first people clicked on these hoping to get free stuff but eventually everybody caught on to the scam and refrained from wasting their time.
Despite the fact that less people are clicking on display ads Andrew Lipsman, comScore’s director of industry analysis, still sees their value. He thinks that judging an ad's success by number of clicks "grossly understates the importance of an advertising campaign." Even though people might not click on the ad they will still see the product, and ComScore's studies found that by just looking at a product increases the chances that the viewer will purchase it later on. The sole purpose of most ads out their is to gain brand awareness, which is a value that can't be compared to the number of clicks.
Nobody wants to click on any annoying web ads or pop-ups when they are looking at something actually interested on the internet.
ReplyDeleteIn order to me to grade this properly I need to see the original article. Please add this ASAP.
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