Internet Banner Performance
"Banner advertising doesn't work," we often hear this conclusion. And it happens if the performance of a banner advertising is assessed only on CTR and conversion. But let's get a closer look at this.
Frequently, with customers who have already tried to house a banner ad, we hear the phrase, like, "For us this advertising channel is not effective." In clarifying the reasons for this view, it appears that clients ' experts are making such a depressing conclusion by comparing only a few key indicators, such as CTR and percentage conversions through standard web analytical tools. Indeed, if performance is measured only on these indicators, media advertising is significantly less than the contextual and cost of the CCF and the percentage of conversions.
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According to the study of the ComScore campaign, only 2 per cent of all users in Russia generate 58 per cent of all cliche. The so-called " clikers " are either young and poor users or women between the ages of 35 and 44 whose internet activity is twice as high as the average user of Runet. Two thirds of the users don't click on the banners at all, and that proves that every year's downsizing statistics. For example, in July 2007, the number of clicks was 32 per cent. In March 2009, it fell twice (up to 16 per cent) and in 2010 it fell to 12 per cent. Since 2011, the percentage of those who produced at least one click has been 10 per cent of the entire Runeta auditor (ComScore " Natural Born Clickers in Russia " , 15+ sample). It can be concluded from this that clickers and CTRs they generate cannot be targeted in assessing the effectiveness of advertising.
In order to properly assess the impact of banner advertising on the Internet, it is worth moving away from the CTR and relying on five simple indicators: one for target audiences, two for inclusion, three for site visits, four search requests, five for conversions.
