1. How Many Ads Do
Users Click per Month?
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
November 2013
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Augustine Fou

2. Display Ads per Month
480 billion display ads per month
1,439 billion display ads per quarter
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Augustine Fou

3. Ad CTR Benchmarks
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Augustine Fou

4. U.S. Online Population
“As of September 2013, there are
196 million users online in the
U.S.”
300 million
total U.S. population
196 million
online U.S. population
Source: comScore Dec 2013
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Augustine Fou

5. Percent of Human Clickers
NOTE: This data is outdated; the current percent of human clickers should be
even less than the reported 16%, due to increased use of ad blockers, etc.
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Augustine Fou

6. Implication
480B
0.1%
480M
ad impressions
per month
click-through rate
clicks
per month
480M clicks
16% of 196M online people
15 clicks /person
per month
(2,400 ad impressions /mo)
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Augustine Fou

7. Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
insights and fast-feedback loops from
digital, we can not only target brand ads
better, but we can shift towards more
detailed measurement and ROI.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou

8. APPENDIX
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Augustine Fou

9. Top Display Ad Advertisers
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Augustine Fou

10. U.S. Online Population
“As of May 2013, 15% of American
adults ages 18 and older do not use
the internet or email.”
300 million
total U.S. population
255 million
online U.S. population
Source: Pew Internet, May 2013
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Augustine Fou