Internet Broadcasting Webex Training Click Thru Averages – and how they impact your client’s campaign

Click Thru Averages According to a March 2007 DoubleClick report – Click thru rates average nationwide: -Between.10 and.20 for image ads -Video ads range from.40 to.74 (depending on the video format) *Data courtesy of DoubleClick and WSJ.com

What can affect these averages?

Impressions The more impressions an ad gets – the more diluted the click thru average can become Example: If you have a campaign that has a million impressions, and 100 click thrus - even though the percentage is only click thrus and a million impressions is nothing to scoff at! It’s important to look at the overall picture and not just the average!

Creative size The smaller the ad size – the less likely someone will click on it. Example: This is the case with titlebar sponsorships- as they are small logos. In many cases, these are on high traffic pages, getting lots of impressions (per the previous slide). However, these logos are a part of the overall branding and sponsorship, so they are important to the campaign, even though they are heavy on impressions and light on clicks.

Branding vs. Call to Action There are different types of clients out there, each with different needs… Branding - Some clients are looking to simply get a message or their brand out there, or associate their brand with a particular event or section. Think of these clients like billboards on the information super-highway. Click thrus to their site are great, obviously, but their branding message is most important. Call to Action – These clients want to encourage people to click on their ad for a specific purpose. That purpose could be to enter a contest, get information from their site about products, a sale, a special event, etc. If this is the end goal- a strong call to action (aka, reason to click) should be on the ad. The message ad should be enticing enough to want to click on it. Both

Creative Type 51% of viewers watch online video at least monthly 27% watch online video at least once per week 34% visited the Web site for that brand 15% requested information 14% went to a store to inspect the product STATS The more flashy or invasive an ad,is - the more attention it can get, and this can generate more clicks. However- Too flashy or invasive, or used too often- and the ad can become annoying and work against the client. The best thing is to use flashy, animated ads, like rich media, sparingly to maximize impact.

Stale Creative If click-thrus are what your client is looking for – they’ll want to refresh their creative and/or message at least once a quarter.* However- changing the entire look of the campaign may not be necessary each time. Making sure the message is fresh and inviting for viewers is more important than redesigning the entire ad. In fact – keeping with their “look” will help them brand their image. *Careful - changing creative too often doesn’t give enough time to saturate the message!