It’s Not All About the Clicks

Contrary to popular opinion – click through rate is not the end all, be all when it comes to measuring a successful online campaign. With today’s rich media, video and social media ads, there are countless other ways a user can engage with and be affected by ads that don’t necessarily involve clicks.

And the data agrees. According to a new study from ComScore , the number of people who click on display ads is falling, and has dropped from 32% of Web users in July 2007 to only 16% in March 2009. In addition, the study shows that only 8% of the user base accounts for 85% of all clicks. Meaning, marketers cannot simply focus on that 8% of the population and ignore the other 82% who don’t click.

At JB Inc., we work with cutting edge companies like Video Egg, which offers campaigns based on a number of engagements, not clicks. They measure the way people interact with their expandable video ads by identifying how long people spend on the ad, what they roll over, what they watch, etc. These stats help us, as marketers, to understand consumers’ behavior, and gain insight into what people are doing online.

The bottom line? Just because someone doesn’t click doesn’t mean they weren’t affected by your brand message. For some people, interacting with an ad is more than enough to influence them, so it makes much more sense for marketers to move towards a more unified approach to campaign analysis, instead of relying solely on the elusive click.

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