Do you click on online advertising? Who does anyhow?

Online advertising formats

Online advertising exists in different formats:
- Google AdSense
- Text link ads
- Banners
- Pop ups
- Paid top links on search result page

Who clicks?

Do you click on these advertisements?
No.
Do you know anybody who is clicking on these online ads?

Who is clicking on these advertising?
- Less experienced Internet surfers
- Less educated Internet surfers
- Accidental clickers
- Youngsters
- Lower income
- Outside major metro regions
Not exactly the people you want to have as visitor on your website as they are not your typical customer (ChasNote).

Natural Born Clickers

According to a study (download presentation) by comScore, Starcom Media, and Tacoda it is about 6% of the Internet population as reported by TechCrunch. These “Natural Born Clickers” generate 50% of all clicks on display ads.

In a business environment even less people will click on the online ads, as people are probably more experienced and do not fall into the category of the “Natural Born Clickers“.

Thus how sure you are you have clicks from people in companies if you don’t know if it’s a company or not?
If you can’t measure you don’t know.
If you don’t know you are wasting the marketing budget of the company.
As Danny Flamberg says: “Pay no attention to anything like online metrics”

Or as Erin Hunter, executive vice president at comScore declares: “click performance is the wrong measure for the effectiveness of brand-building campaigns”.

Ads are interrupting

If you accidental click on a pop up and then link slows down the progress of your applications or Internet as the build up of the pop-up or new webpage requires computing power.
Then you will pay even less attention to what is appearing on your screen, as you start reaching for clicking the “X” in order to close the pop-up (in case you can find the “X” or “Close”).
Thus you focus on the “X” instead of the message or picture.
It annoys, disturbs and slows down your work.
Thus this is destroying the online advertising as said by J.W. Crump in theBivingsreport.

Who is clicking on ads in B2B?

So if:
- You
- Your colleagues
- Your friends
aren’t clicking on the online advertisements, WHO IS?

Some people must be clicking, that probably aren’t employees of companies.
Online ads in B2B can be wasting company money.

Marketing should know the clicking companies

Marketing department should know who is clicking by company name!
Then they can measure and calculate the Return on Investment on B2b online ads (ROI).
Get a web service that reveals the company names of your website visitors.

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