The number of users who actually click on display advertisements has fallen and continues to fall since July 2007. ComScore has recommended that advertisers end the obsession with click-through rates for a more significant evaluation of success.
The percentage of Internet users that click on advertisements has dropped dramatically from 32% in July 2007 to a mere 16% in March 2009. From that number, only 8% of that number account for the majority or all clicks.
“Marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84 percent of Internet users who don’t click on an ad,” said Linda Anderson, comScore VP of marketing solutions. “That’s precisely the wrong thing to do.”
There is a worthy solution, instead of focusing solely on CTR, marketers need to recognize the fact that non-clicked advertisements still have a important influence on consumers.
That is why CPV advertising is fast becoming more popular in the online marketing industry. The outcome of CPV advertising mirrors the traditional affects that seen in previous mediums of advertising. Viewers did not have to click on television advertisements, they simply react to them by buying the products.
Marketers are now focusing on ad impressions and customer behaviour measured by reach and frequency metrics.
DirectCPV is able to help advertisers develop high-impact advertisements that users are less-likely to ignore.
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