commit: 6b2ca8a - #414 (2014-03-05 12:54:44 -0500)
Wow, this one shocked me:
8 percent of Internet users account for 85 percent of clicks. (ComScore)
Having worked on sites that are ad supported I was aware of the dismal state of CTRs (~0.1%), but the fact that so many clicks are coming from so few people is amazing. It's a lot like free to play gaming in that sense - the "whales" account for so much of the revenue that companies in that space virtually ignore the behaviour of everyone else.
I wonder if this same group is also spending a disproportionate share of money on the advertisers' products. Be a large mark against CPC advertising if not, heh.
Large mark against CPM (Cost per thousand impressions) perhaps?Can't help but think of all those huge media groups owning dozens of highly-trafficked websites who paginate every frickin' article! Drives users nuts, gains marginal revenue until the advertisers realise they're not getting bang for their buck, and their expectations change. So media houses paginate more to make up for lost revenue?
Definitely against CPM; but CPC as well if the chronic clickers aren't the big spenders, hehe.
CPM has another big problem, probably outlined best by this recent article by spider.io: Botnet Costing Display Advertisers over 6 Million Dollars per month:http://www.spider.io/blog/2013/03/chameleon-botnet/
Super sensational title. 0.1% of trillions and trillions of monthly page views is a MASSIVE amount of ads. When I tell people what I do (ppc advertising agency), people always say things like, "oh I never click on those ads (text ads on Google) ." And they are right, but about 2% of the time, on average they, or someone else does.