Sphinn - Study Shows Heavy Clickers Distort Display Advertising Click Reality

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Study Shows Heavy Clickers Distort Display Advertising Click Reality

Went Hot: February 13, 2008 - 8:10 pm
Posted By: aimClear 509 days ago
Topic Type: News Story (Jump to http://www.smvgroup.com)
Category: Paid Search

CHICAGO: Starcom, behavioral targeting network Tacoda, & comScore research reveals that a very small & unrepresentative consumer segment is accountable for vast majority of display ad click-through behavior. Fascinating stuff.

6 Comments

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from SearchBuzz 509 days ago #

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“Natural Born Clickers" -- that's great!

from aimClear 509 days ago #

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@searchBuzz: yeah...it caught me eye too.

from controltheweb 508 days ago #

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Analagous to the kind of demographic skewing you find with lottery ticket purchasers.

from planetc1 508 days ago #

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"The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks." Wow, 50 percent?!

from aimClear 508 days ago #

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@Michael: Crazy, but seems true. There are at least 2 other Sphinns about this, including one by Rand Fishkin. This is the original article which spawned the other posts.

from NoJoy 507 days ago #

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Interesting, but not really any details about how this study was conducted. What was the sample size? What time of year? How long was the study conducted? Not a lot of information here.

Also interesting that Tacoda is an AOL company.

Nice press release though.