Clickers' Clique

2,107 views
2,068 views

Published on

Published in: Business, Technology, Design
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,107
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
23
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Clickers' Clique

  1. 1. 10 November 2010 Clickers’ Clique
  2. 2. 2
  3. 3. CT=succesful campaign? Photo: http://www.flickr.com/photos/oherinophobia/4503067775/sizes/l/in/photostream/
  4. 4. Display CT FTW? WTF?! Photo: http://www.flickr.com/photos/tonyshi/3101610876/sizes/l/in/photostream/
  5. 5. comScore: Whither the Click in Europe? (2010) 5 Non-clicked display ads are also OK. •Visitation to the advertiser’s web site rose by 72%. +72% •Likelihood of conducting a trademark search query increased by 94%. +94%
  6. 6. Eyeblaster (Media Mind): Search & Display (2010) 6
  7. 7. Eyeblaster (Media Mind): Search & Display (2010) 7
  8. 8. comScore: Natural Born Clickers (2009) 8 Clicks 8% - 85%
  9. 9. „A klikk egy olyan zárt csoport, amelynek tagjai azonos érdeklődéssel, nézetekkel, célokkal, viselkedésmintázatokkal vagy etnikummal bírnak.” - Wikipedia „A clique is an inclusive group of people who share interests, views, purposes, patterns of behavior, or ethnicity.” - Wikipedia
  10. 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 average clicker? They were not studied! Photo: http://www.flickr.com/photos/zingrid/2247105911/sizes/l/in/photostream/
  11. 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. 12. Clickers’ Clique – Proportion of Clickers 12 66% of internet users don’t click on display ads at all. Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
  13. 13. Clickers’ Clique – Distribution of Clickers 13 Half of the clickers click on display ads only once a month. Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
  14. 14. Clickers’ Clique – Distribution of Clicks 14 Clicks Source: CEMP SH – Gemius: Clickers’ Clique, May 2010 10% - 64% 64% of clicks are generated by only 10% of internet users.
  15. 15. 15 Az Ön sikeres kampányának kattintóiClickers of Your Succesful Campaign. Photo: http://www.flickr.com/photos/thewilliamsclan/3996257692/sizes/l/in/photostream/
  16. 16. Profile of Clickers 16 Source:CEMPSH–Gemius:Clickers’Clique,May2010
  17. 17. Profile of Frequent (5+) Clickers 17 Source:CEMPSH–Gemius:Clickers’Clique,May2010
  18. 18. 18-49 AB 18 30% 8% 3% 18-49 AB clickers 3+ clickers 5+ clickers Those cheap bastards who don’t click on display ads at all. Primary audience of a CT-based display campaign.
  19. 19. Clickers of CEMP 19 Source:CEMPSH–Gemius:Clickers’Clique,May2010
  20. 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. 21. Conclusions With a CT-based display campaign: –the attention, at best, is focused on the third of the target group, 21
  22. 22. Conclusions With a CT-based display campaign: – efficiency is only apparent: not the actual target group clicks but a disposed minority, 22
  23. 23. Conclusions With a CT-based display campaign: –the purpose of the campaign and the buying method diverge from each other, 23
  24. 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. 25. Conclusions “A click means nothing, earns no revenue and creates no brand equity.” - John Lowell, Starcom (Natural Born Clickers, 2009) 25
  26. 26. sales@cemp.hu www.cemp.hu @cempshcemp.blog.hu

×