This document discusses the history and future of click advertising. It outlines how click advertising has evolved from banner ads and pay-per-click models to the issues faced today like low click through rates and click fraud. It then suggests the future of click advertising may change as tablets and smartphones become more prominent, leading to more interactive and touch-based experiences rather than static web pages.

1. SEMPO – Chennai
Click Advertising – Future Tense?

4. Do you click?
You are 475 times more likely to survive a plane
crash than click on a banner ad!

5. How we got here?
• Web pages, HTML
• Hyperlinks
• Banner Ads
• Traditional Media related words
– Above the fold
– Impressions

6. Search
• Web directories
• Indexation
• Search Engines
• Click Ads
• Contextual Ads
• Pay Per Click
• CTR - Measurable

8. Today
• Impressions Vs Clicks
• Eye tracking studies
• Click Quality
• Click Fraud
• Click Costs

11. Future
Market analysts Gartner and IDC both reported less-
than-stellar numbers for PC sales – desktop, laptop
• Tablets & Smart phones and netbook in 2011
The study looked at 56 countries and found Android to
• Increasing sales be the top platform in 35 of them. Its global market
share is now at just under 50 percent, thanks to a 379
percent year-to-year growth in shipments. In Q2 2011
• Static Dead pages it shipped on an estimate 51.9 million smartphones,
globally
• Interactive By the end of fiscal year 2010, a total of 73.5 million
iPhones were sold
• Web 3.0? Smartphone are predicted to become the primary
Internet interface by 2015, as many people are using
these devices for work and personal purposes.
• Touch – Talking Cat
• Navigation – Pagination- Sliding

14. • Questions?
• siby.kuriakose@cognizant.com
• @sibykuriakose