Online Advertising More for Branding
Look but don't click on me.
It used to be all about the click throughs.
But, no longer. It seems like today, internet surfers simply ignore banner ads.
We’ve certainly found this to be the case at Olympic Internet. Gone are the days when you could get a nice return from a Commission Junction banner ad on a CPA basis. While more people than ever are on the internet, and they see the advertising, they are simply not clicking on them.
Research conducted by Pew in January found that 81% of online news users “do not mind” online advertising, however, most don’t click on them either. 42$ claim they “never” click on them and 35% say they “hardly ever” click on the ads.
However, click throughs aren’t the litmus test for online advertising any more. Today, it’s more about brand recognition. A report by ComScore showed that 49% are more likely to visit an advertiser’s site if they had previously been exposed to an online ad.
