Sunday, 29 March 2009

People who trust advertising

Comscore, Tacoda and Starcom published a research project last year that questioned the clickthrough rate model as an effective metric for online display advertising by showing that 50% of clicks were made by 6% of the online population. These so-called 'Natural born clickers' were not reflective of the people that the advertisers responsible for online display campaigns were generally interested in communicating with.

I was reminded of this when reading Ted Shelton's post on Replacing Anti-Social Marketing, which points out that only 13% of people trust advertising (according to the Edelman Trust Barometer). Ted raises a really important question from this - are these the people that your brand wants to be seen with? Given the range of other information available today, would you really base a business strategy on people credulous enough to still trust advertising?

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