The online advertising revolution is apparently being powered by mindless (and relatively penniless) "clickers" in search of gambling and new jobs, according to a new report. It's almost Dilbertian in its brilliance (but more on that below).
Social networks aren't paying great dividends as advertising vehicles. The use of ad-blocking software is almost certain to rise. Where does this leave the web?
With the 6 percent of the online population that clicks on most of those ads:
The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public. In fact, heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000.… Read more