Natural Born Clickers →
The agency I used to work at (Starcom) finished a study that I had started before leaving to work at Netflix. The press release can be found here.
Key stat to think about: heavy clickers of online ads represent just 6% of the online population yet account for 50% of all display ad clicks.
That means optimizing an online campaign to only clicks is detrimental for two reasons:
- The clickers are likely not your target audience.
- Clicks are not indicative of future action.
