Thursday, October 30, 2008

Who’s Been Clicking On My Ads??

Maybe it’s a case of too many nights reading Goldilocks and the Three Bears, but as advertisers, publishers, and ad networks, we always want to know who likes and clicks on different types of ads. Some might be too high on the page, some too low, and others, just right.

I recently came across an eMarketer study called "Online Ad Clicker Demographics," that sheds some light on which demographics of web site visitors go for particular ad types. The demographics cover age, income, and visit frequency, as well as their interaction with Text, Right and Top banners, and Video ads -- combined, these four pretty much sum up the majority of online advertising.

It’s definitely interesting to see which market you are going after or that your site caters to should help drive the type of advertising targeted to them. If you have a site that’s predominately younger, it's wise to focus on Video Ads (31% engagement) and the top banner (23% engagement). If you have a more mature crowd (35-55) then Text and Banners would likely be a better performer. Of course, the hardest group to engage are the wealthy and the 65 and older crowd -- numbers drop off considerably for them.

With so many options for advertising available to publishers, data such as this can be a considerable help in laying out your site's advertising strategy in order to optimize revenue. Of course every site is unique, as is the audience, but the same mantra applies: test, test, and test again. We’re in a world with ever increasing options and diverse ways to monetize, so the more data, the better to increase your ROI.

- Gary Kamikawa
VP, Interactive Advertising

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