Report: Focus on Click-through is Misguided

Consumers who view an ad, but do not click-through, are more likely to buy
or register at the advertiser’s site, than those who do click, according to the first
quarter Online Advertising Report by Engage‘s AdKnowledge .

It’s a finding that vindicates industry players that have long stood behind
the value of ad impressions, and calls into question the cost-per-click model.

The study found that users who only viewed an ad, but did not click,
purchased or registered 33 percent more, than users who clicked on an ad.

“This data yields two important conclusions. First, the potential ROI
impact of Internet advertising is much greater than previously thought.
Second, advertisers that focus only on clicks or even post-click
conversions may miss vitally important effects of their advertising
campaigns,” said Steve Findley, vice president of AdKnowledge Analytic

The report also found that the number of ad-supported sites and networks on
the Internet is experiencing rapid growth. In the first quarter, the number
of sites and networks grew by 723, a 22 percent increase.

The growth of advertising availabilities didn’t appear to be driving down
CPMs too terribly. Average CPM rates remained nearly the same in the first
quarter, falling only .48 percent to $33.59. The fourth quarter 1999 rate
was $33.75.

Another interesting conclusion of the report was that ad deliveries,
click-throughs, and customer conversions peak during the lunch hour
mid-week. The weekend was the slowest time. Thirty-eight percent more
activity took place at noon Mondays through Wednesdays, compared to noon on

The study comes out of AdKnowledge’s analysis of data gathered from the
4,000 sites and networks in its system.

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