Monday, December 13, 2010

Do people look at banner ads?

Do people look at banner ads these days? Do people click on these ads?

Recent research by comScore finds that only 16 percent of Internet users click on display ads and only eight percent make up the vast majority (85 percent) of all clicks. So, if hardly anyone looks at ad banner ads and even less people click on them, are banner ads effective at all?

After running over a a hundred studies, comScore found that people don't pay much attention to ad banners, but this doesn't mean they aren't effective. On average, web visitors exposed to ad banners had a +46% increased likelihood to visit the advertiser's web site; a +38% likelihood to conduct a search using the advertiser's branded terms; and are +27% more likely to buy the advertiser's product(s). This research consistently shows that display ads are getting through to their audience and affecting their future actions. Not bad when people supposedly don't pay attention to ad banners.

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To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.