Many Ads Attract A Single Type Of Person
Want an under-50 male to click on your ad? According to a new study, that’s relatively likely to happen. Unfortunately, if you’re targeting over-80 ladies, you might well wind up with the same young fella.
About 50 percent of all display ad clicks come from 6 percent of the online population, according to a new study from Starcom USA, Tacoda, and comScore. Heavy clickers tend to be between the ages of 25 and 44, and have incomes of less than $40,000 per year.
To be clear, there’s nothing "wrong" with these people; a handful of pot-kettle arguments would come up pretty quickly if your humble author tried to suggest that. There’s only something sort of misguided about the campaigns that attract them.
An official release states, "Starcom data suggests no correlation between display ad clicks and brand metrics, and show no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked. The research presentation suggests that when digital campaigns have a branding objective, optimizing for high click rates does not necessarily improve campaign performance."
That’s bound to be disappointing to some of you, but for others, there’s an upside; as Michael Learmonth points out, "Heavy clickers are most likely to end up on gambling, career and auction sites."