"the study reveals that a very small group of consumers who are not representative of the total U.S. online population is accountable for the vast majority of display ad click-through behavior."
What the study goes on to say is that a subset of population that represents only 6% of overall online users accounts for 50% of the banner / display clicks. Not only are these people click happy but they skew to the 25-44 age group, have an avg household income of under $40,000 and spend more time online at auction, gambling and career sites. Not exact the best use of advertising dollars.
Now that you have all of the money from your display advertising budgets here are a couple of ideas on where to spend it.
- Search - you are not spending enough - trust me nobody is!
- Add Social to your site - start building a platform where you can have customer interactions. If you don't know where to start partner with a company like bazaarvoice and just listen.
- SEO - you can always make improvements and the easiest next step is to build content that is relevant to your consumer.
- Excitement - build something that gets customers coming back everyday and gets them talking about your business