Where did all the ‘Good Clickers’ go?

Author: Scott Blunden | Date: May 2, 2012

When he released his song “Good People” in 2005, Jack Johnson asked “where did all the good people go?”  Now, marketers are asking a similar question of users’ response to display ads.  The question we always ask ourselves is: does it matter?

In the digital dark ages of 2009 (I say this only somewhat sarcastically as 3 years is a long time in digital marketing); comScore and Starcom produced a joint study of how US internet users click on display ads.  The study concluded that 8% of internet users are responsible for 85% of all clicks, and only 16% of the internet population click on ads.  Yes, you read that correctly… 84% of users never click on an ad. Read More »