Internet Broadcasting Webex Training

Click Thru Averages – and how they impact your client’s

campaign

Click Thru Averages

According to a March 2007 DoubleClick report – Click thru rates average nationwide:

- Between .10 and .20 for image ads- Video ads range from .40 to .74 (depending on

the video format)

*Data courtesy of DoubleClick and WSJ.com

What can affect these averages?

Impressions

• The more impressions an ad gets – the more

diluted the click thru average can become

Example: If you have a campaign that has a million impressions, and 100 click thrus

- even though the percentage is only .01 - 100 click thrus and a million

impressions is nothing to scoff at!

• It’s important to look at the overall picture and

not just the average!

Creative size

• The smaller the ad size – the less likely

someone will click on it.

Example: This is the case with titlebar sponsorships- as they are small logos. In

many cases, these are on high traffic pages, getting lots of impressions

(per the previous slide).

However, these logos are a part of the overall branding and

sponsorship, so they are important to the campaign, even though they are

heavy on impressions and light on clicks.

Branding vs. Call to ActionThere are different types of clients out

there, each with different needs…

• Branding - Some clients are looking to simply get a message or their brand out there, or associate their brand with a particular event or section. Think of these clients like billboards on the information super-highway. Click thrus to their site are great, obviously, but their branding message is most important.

• Call to Action – These clients want to encourage people to click on their ad for a specific purpose. That purpose could be to enter a contest, get information from their site about products, a sale, a special event, etc. If this is the end goal- a strong call to action (aka, reason to click) should be on the ad. The message ad should be enticing enough to want to click on it.

• Both

Creative Type

51% of viewers watch online video at least monthly

27% watch online video at least once per week

34% visited the Web site for that brand

15% requested information

14% went to a store to inspect the product

STATS

•The more flashy or invasive an ad,is - the more

attention it can get, and this can generate more

clicks.However-

Too flashy or invasive, or used too often- and the ad can become annoying and

work against the client. The best thing is to use flashy, animated ads, like rich

media, sparingly to maximize impact.

Stale Creative

• If click-thrus are what your client is looking for

– they’ll want to refresh their creative and/or

message at least once a quarter.*However- changing the entire look of the campaign may not be

necessary each time.

Making sure the message is fresh and inviting for viewers is more important

than redesigning the entire ad. In fact – keeping with their “look” will help

them brand their image.

*Careful - changing creative too often doesn’t give enough time to

saturate the message!