|Tons Of Data And Not An Ounce Of Sense
By: The Ad Contrarian
One of the great advantages of online advertising is that it generates lots of very valuable data. This data helps us make excellent media and marketing decisions. Or so I'm told.
But I'm afraid I may be suffering from that ailment called "cognitive dissonance" because from what I can see we have lots of data about online advertising and we're making astoundingly dumb decisions.
Let me give you an example.
Google tells us that here in the U.S. the average click rate for an online banner ad is about .07%. That means for every 10,000 ads we run we get 7 clicks. This is beyond alarming.
But we also know that about half of those clicks are accidental. So that gets us down to 3.5 realclicks per 10,000 ads served.
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