Going through my RSS feed this afternoon, I came upon a post on Ilya Vedrashko’s blog, AdLab, about data from comScore and Starcom that suggests that banner ads fail to generate significant clicks beyond certain demographics and certain types of sites, and that the impact of clicks on brand metrics is negligible.
The questions I’m asking myself right now, and expect to address in the next few weeks, are:
- What does this mean for the future practice of targeting online ads? Will advertisers now start to see internet advertising as ineffective?
- Are clickthroughs the right metric to be using?
