5. comScore: Whither the Click in Europe? (2010)
Non-clicked display ads are also OK.
• Visitation to the
+72% advertiser’s web site rose
by 72%.
• Likelihood of conducting a
+94% trademark search query
increased by 94%.
5
9. „A klikk egy olyan zárt csoport, amelynek tagjai azonos
„A clique is an inclusive group of people who share
érdeklődéssel, nézetekkel, célokkal,
interests, views, purposes, patterns of behavior, or
viselkedésmintázatokkal vagy etnikummal bírnak.”
ethnicity.” - Wikipedia
- Wikipedia
10. Clickers’ Clique
1. Profile of Clickers
– In what proportion do
Hungarian users click on display
ads?
– Who?
– Does the „Clicker Man” exsist?
2. Clickers of CEMP
– How they differ from the They were not studied!
average clicker?
Photo: http://www.flickr.com/photos/zingrid/2247105911/sizes/l/in/photostream/
11. Clickers’ Clique – Methodology
Research partner: Gemius
Timing: May 2010
No. of campaigns: 876
→ 96% of 15+ domestic internet audience is covered
Methodolgy: gemiusProfileEffect
– Pop-up panel of gemius/Ipsos Audience (sample size:
53.000)
– matching of clickers and non-clickers with the members of
Pop-up panel
→ definition of the number of real (15+, domestic) users
→ definition of their socioeconomic profile
11
12. Clickers’ Clique – Proportion of Clickers
66% of internet users don’t click
on display ads at all.
12
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
13. Clickers’ Clique – Distribution of Clickers
Half of the clickers click on display ads
only once a month.
13
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
14. Clickers’ Clique – Distribution of Clicks
64% of clicks are generated
Clicks
by only 10% of internet users.
10% - 64%
14
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
15. Az Ön sikeres kampányának kattintói
Clickers of Your Succesful Campaign.
15
Photo: http://www.flickr.com/photos/thewilliamsclan/3996257692/sizes/l/in/photostream/
16. 16
Profile of Clickers
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
17. 17
Profile of Frequent (5+) Clickers
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
18. 18-49 AB
Those cheap bastards who
don’t click on display ads at all.
18-49 AB
clickers
Primary audience of a
30% CT-based display campaign.
8%
3% 3+ clickers
5+ clickers
18
19. 19
Clickers of CEMP
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
20. Clickers’ Clique – Main Findings
34% of internet users don’t click on display ads at all.
Half of the clickers click on display ads only once a month.
64% of clicks are generated by only 10% of internet users.
Frequent clickers are a less important target group.
Clickers of CEMP have a higher level of education and
socioeconomic status.
20
21. Conclusions
With a CT-based display campaign:
–the attention, at best, is focused on the
third of the target group,
21
22. Conclusions
With a CT-based display campaign:
– efficiency is only apparent: not the
actual target group clicks but a disposed
minority,
22
23. Conclusions
With a CT-based display campaign:
–the purpose of the campaign and the
buying method diverge from each
other,
23
24. Conclusions
With a CT-based display campaign:
–Advertisers optimize on reaching their
audience at no cost, while Media
Owners focus on delivering the clicks.
24
25. Conclusions
“A click means nothing,
earns no revenue and
creates no brand equity.”
- John Lowell, Starcom
(Natural Born Clickers, 2009)
25
