Clickers' Clique

Clickers’ Clique 10 November 2010

CT=succesful campaign? Photo: http://www.flickr.com/photos/oherinophobia/4503067775/sizes/l/in/photostream/

Display CT FTW? WTF?! Photo: http://www.flickr.com/photos/tonyshi/3101610876/sizes/l/in/photostream/

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

Eyeblaster (Media Mind): Search & Display (2010) 6

Eyeblaster (Media Mind): Search & Display (2010) 7

comScore: Natural Born Clickers (2009) Clicks 8% - 85% 8

„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

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/

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

Clickers’ Clique – Proportion of Clickers 34% of internet users don’t click on display ads at all. 12 Source: CEMP SH – Gemius: Clickers’ Clique, May 2010

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

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

Az Ön sikeres kampányának kattintói Clickers of Your Succesful Campaign. 15 Photo: http://www.flickr.com/photos/thewilliamsclan/3996257692/sizes/l/in/photostream/

16 Profile of Clickers Source: CEMP SH – Gemius: Clickers’ Clique, May 2010

17 Profile of Frequent (5+) Clickers Source: CEMP SH – Gemius: Clickers’ Clique, May 2010

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 Clickers of CEMP Source: CEMP SH – Gemius: Clickers’ Clique, May 2010

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

Conclusions With a CT-based display campaign: –the attention, at best, is focused on the third of the target group, 21

Conclusions With a CT-based display campaign: – efficiency is only apparent: not the actual target group clicks but a disposed minority, 22

Conclusions With a CT-based display campaign: –the purpose of the campaign and the buying method diverge from each other, 23

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

Conclusions “A click means nothing, earns no revenue and creates no brand equity.” - John Lowell, Starcom (Natural Born Clickers, 2009) 25

sales@cemp.hu www.cemp.hu cemp.blog.hu @cempsh

Clickers' Clique

by CEMP Sales House on Nov 10, 2010

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Clickers’ Clique — Presentation Transcript

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