NEW AMMO FOR CLICK-RATE DEBATE

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What makes a Web user click?

New research from DoubleClick Network, a New York-based network of Web sites that take advertising, shows that the highest average click-through rate on ad banners takes place after the first impression. After the same person sees the ad three times, the click rate drops off dramatically.

For marketers, the message is basic: "To advertise to the same individual more than three times with the same banner is a total waste of money," said Kevin O'Connor, DoubleClick president-CEO (http://www.doubleclick.com).

PROVIDING MEASURABILITY

DoubleClick's study, conducted by KRC Research & Consulting, found that for ad banners seen for the first time, the average click-through rate is 3.6%. The next two impressions generate click-throughs of roughly 2% and fall to below 1% thereafter.

DoubleClick's study is "one case where you have measurability and accountability," said Taki Okamoto, assistant media director-interactive at Leo Burnett USA, Chicago. "It has implications for how many banners to plan on and how to buy" Web sites.

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