A new report into the efficacy of banner ads claims to dispel myths about low CTRs and conversions.
Published by display ad firm Criteo, the report is essentially a rebuttal to a comScore research paper from 2008 entitled ‘How Online Advertising Works: Whither the Click?’
ComScore found that a small subset of people, less than 10% of all internet browsers, were responsible for more than 80% of all clicks.
It concluded that those who click on banner ads tend to be younger and with low income, so were “hardly an attractive target segment for most advertisers”.
Criteo disputes these findings, claiming that people who click ads are more likely to make a purchase, and the more ads a user clicks on the more products they will buy.
The report highlights several ‘myths’ about banner ads, and then seeks to dispel each one…