gemiusreport_clickers' clique_cemp& gemius_hungary_november 2010
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10 November 2010
Clickers’ Clique
2
CT=succesful campaign?
Photo: http://www.flickr.com/photos/oherinophobia/4503067775/sizes/l/in/photostream/
Display CT FTW? WTF?!
Photo: http://www.flickr.com/photos/tonyshi/3101610876/sizes/l/in/photostream/
comScore: Whither the Click in Europe? (2010)
5
Non-clicked display ads are also OK.
• Visitation to the advertiser’s web site rose by 72%.
+72%
• Likelihood of conducting a trademark search query
increased by 94%. +94%
Eyeblaster (Media Mind): Search & Display (2010)
6
Eyeblaster (Media Mind): Search & Display (2010)
7
comScore: Natural Born Clickers (2009)
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Clicks
8% - 85%
„A klikk egy olyan zárt csoport, amelynek tagjai azonos érdeklődéssel, nézetekkel, célokkal,
viselkedésmintázatokkal vagy etnikummal bírnak.” - Wikipedia
„A clique is an inclusive group of people who share interests, views, purposes, patterns of behavior, or
ethnicity.” - Wikipedia
Photo: http://www.flickr.com/photos/gageyoungphotography/2416718565/sizes/l/in/photostream/
Clickers’ Clique
1. Profile of Clickers
– In what proportion do Hungarian users click on display ads?
– Who?
– Does the „Clicker Man” exsist?
2. Clickers of CEMP
– How they differ from the average clicker?
They were not studied!
Photo: http://www.flickr.com/photos/zingrid/2247105911/sizes/l/in/photostream/
Clickers’ Clique – Methodology
Research partner: Gemius
Timing: May 2010
No. of campaigns: 876 → 96% of 15+ domestic internet audience is covered
Methodolgy: gemiusProfileEffect
– Pop-up panel of gemius/Ipsos Audience (sample size: 53.000)
– matching of clickers and non-clickers with the members of Pop-up panel
→ definition of the number of real (15+, domestic) users
→ definition of their socioeconomic profile
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Clickers’ Clique – Proportion of Clickers
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66% of internet users don’t click on display ads at all.
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
Clickers’ Clique – Distribution of Clickers
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Half of the clickers click on display ads only once a month.
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
Clickers’ Clique – Distribution of Clicks
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Clicks
Source: CEMP SH – Gemius: Clickers’ Clique, May 2010
10% - 64%
64% of clicks are generated by only 10% of internet users.
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Az Ön sikeres kampányának kattintói Clickers of Your Succesful Campaign.
Photo: http://www.flickr.com/photos/thewilliamsclan/3996257692/sizes/l/in/photostream/
Profile of Clickers
16 Sou
rce:
CEM
P S
H –
Gem
ius:
Clic
kers
’ Cliq
ue,
May
20
10
Profile of Frequent (5+) Clickers
17 Sou
rce:
CEM
P S
H –
Gem
ius:
Clic
kers
’ Cliq
ue,
May
20
10
18-49 AB
18
30% 8%
3%
18-49 AB
clickers
3+ clickers
5+ clickers
Those cheap bastards who
don’t click on display ads at all.
Primary audience of a
CT-based display campaign.
Clickers of CEMP
19 Sou
rce:
CEM
P S
H –
Gem
ius:
Clic
kers
’ Cliq
ue,
May
20
10
Clickers’ Clique – Main Findings
34% of internet users don’t click on display ads at all.
Half of the clickers click on display ads only once a month.
64% of clicks are generated by only 10% of internet users.
Frequent clickers are a less important target group.
Clickers of CEMP have a higher level of education and socioeconomic status.
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Conclusions
With a CT-based display campaign:
–the attention, at best, is focused on the third of the target group,
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Conclusions
With a CT-based display campaign:
– efficiency is only apparent: not the actual target group clicks but a disposed minority,
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Conclusions
With a CT-based display campaign:
–the purpose of the campaign and the
buying method diverge from each other,
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Conclusions
With a CT-based display campaign:
–Advertisers optimize on reaching their audience at no cost, while Media Owners focus on delivering the clicks.
24
Conclusions
“A click means nothing,
earns no revenue and
creates no brand equity.”
- John Lowell, Starcom (Natural Born Clickers, 2009)
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