Online Measurement: 16% of the Web Clicking Display Ads - Advertising Age - Digital
http://adage.com/digital/article?article_id=139367

Comscore (US): 50% minder banner clickers in 2 jaar. 8% van de online populatie zorgt voor 85% van banner clicks, vooral arme lager opgeleiden. Banners zijn echter wel succesvol, want zien van banners leidt tot site bezoek en search. Dus nieuwe metrics nodig om succes te meten.

But ComScore, Starcom Study Shows Banners Are Still Effective -- Especially When Paired With Paid Search

The percentage of people who click on a Display ad are down, but that doesn't mean that banner ads are effective means of advertising. AdAge discusses that we need to use different metrics to measure engagement and branding.

50% of clicks come from low-income young adults...but the good news is that digital banners are still a branding tool

Look at display view-through rates.

The number of people online who click display ads has dropped 50% in less than two years, and only 8% of internet users account for 85% of all clicks, according to the most recent "Natural Born Clickers" study from ComScore and media agency Starcom. As the pool of people who click on banner ads rapidly decreases, it begs the question: Is the long-used click-through rate now officially useless?

I've long given up on page-views as a major metric. Now I have back-up for cutting clicks down to size. Upshot: Be careful what you measure.

To me, the most important element was actually testing everything as we went. By putting in a little extra work, we could quickly gauge which ad creative, landing page and advertiser was giving us the best results and react accordingly.

Based in New York City, PointBanner.com allows online marketers to quickly order fully-customized banner ads and receive professionally designed, campaign-ready graphics within 48 hours. Formed to help marketing managers, small-business owners, affiliate marketers and eBay merchants slash the cost of production to as low as $49 per ad,

Wow.

service that effectively combines the theory of natural selection with banner ads - with very impressive results.

Weebly product that optimizes ads based on genetic algorithms.

MAY 18, 2009, eMarketer

In addition, 27% reported that they did an online search for the product, brand or company, and 21% typed the company Web address in their browser. Nine percent sought additional information using social media tools.