Are some measurements of ROI for web advertising inaccurate?

According to a study made by Starcom, 50% of all clicks on online ads are made by 6% of the total online population.  This small population also referred to as the “heavy clickers”, are heavily skewed towards  the 25-34 age group, and a household income of less than $40,000.  The researchers classified this group as users who spend considerable amounts of time and money online. Gambling/sweepstakes, job searching and gaming sites are places where the heavy clickers frequent. 68% of the total online population can be classified as “non-clickers”. Therefore, when examing the click-through statistics for online ads, these may not be representative of who sees and has an interest in the online ads.

The only criticism I have about the study is it only examines a short time period – July 2007.  Could the study be skewed as a result of seasonality?  Therefore to solidify the results, a longitudinal study would be beneficial. 

This article refers to the Starcom study, and stated that Google, Microsoft and others have shifted from this practice to measuring the number of clicks on ads, to the number of desired actions being taken.  In other words, measuring the extent of interactivity of the consumer to the ads.

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One response to “Are some measurements of ROI for web advertising inaccurate?

  1. Agreed. The sample is too small.

    In the past, I always wondered how the advertising fees are determined. The practice of having advertisers pay for clicks online is full of flaws. As a potential on-line advertiser, I am glad to read your excerpt

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