Advertising Click Through Rates

A new study shows that 8% of Internet Users account for 85% of click throughs.

A comScore study conducted with Starcom USA and Tacoda show that the # of people that click on online display adversiting has dramatically fallen.  The numbers went from 32% of Internet users in 7/2007 to 16% in 3/2009.

Earlier studies showed that 4% of Internet users represent "heavier" display ad clickers, 4% are moderate clickers and 8% are light.

The point made by both Seth Godin and Linda Anderson, comScore VP of marketing solutions, are that campaigns that optimize clicks are not only ignoring 85% of the audience, but reducing possibly reducing the overall impact of the campaign. This of course being a direct result of the way the campaign was designed.

An executive summary can be found here.

Here's a table of display advertising click through rates by category: