gemiusreport_clickers' clique_cemp& gemius_hungary_november 2010
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TRANSCRIPT
10 November 2010
Clickers’ Clique
2
CT=succesful campaign?
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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)
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Eyeblaster (Media Mind): Search & Display (2010)
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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!
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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.
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Conclusions
“A click means nothing,
earns no revenue and
creates no brand equity.”
- John Lowell, Starcom (Natural Born Clickers, 2009)
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