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Tacoda
Branding Campaigns and Click-Through
By Andy Beal - Wed, 02/13/2008 - 12:09pm.
Starcom, Tacoda and comScore’s “Natural Born Clickers” study suggests that advertisers looking to increase their brand awareness should dump click-through rates as a measure of success. The study found that, when it comes to display advertising, 50% of the clicks come from just 6% of the total US online population. And while these 25-44 year olds spend four times the amount online compared to non-clickers, they earn less than $40k a year.
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