1. 10 November 2010
Clickers’ Clique

2. 2

3. CT=succesful campaign?
Photo: http://www.flickr.com/photos/oherinophobia/4503067775/sizes/l/in/photostream/

4. Display CT FTW? WTF?!
Photo: http://www.flickr.com/photos/tonyshi/3101610876/sizes/l/in/photostream/

5. comScore: Whither the Click in Europe? (2010)
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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%

6. Eyeblaster (Media Mind): Search & Display (2010)
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7. Eyeblaster (Media Mind): Search & Display (2010)
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8. comScore: Natural Born Clickers (2009)
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Clicks
8% - 85%

9. „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

10. 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/

11. 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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12. 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

13. 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

14. 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.

15. 15
Az Ön sikeres kampányának kattintóiClickers of Your Succesful Campaign.
Photo: http://www.flickr.com/photos/thewilliamsclan/3996257692/sizes/l/in/photostream/

16. Profile of Clickers
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Source:CEMPSH–Gemius:Clickers’Clique,May2010

17. Profile of Frequent (5+) Clickers
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Source:CEMPSH–Gemius:Clickers’Clique,May2010

18. 18-49 AB
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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.

19. Clickers of CEMP
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Source:CEMPSH–Gemius:Clickers’Clique,May2010

20. 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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21. Conclusions
With a CT-based display campaign:
–the attention, at best, is focused on the
third of the target group,
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22. 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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23. Conclusions
With a CT-based display campaign:
–the purpose of the campaign and the
buying method diverge from each
other,
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24. 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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25. Conclusions
“A click means nothing,
earns no revenue and
creates no brand equity.”
- John Lowell, Starcom
(Natural Born Clickers, 2009)
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26. sales@cemp.hu
www.cemp.hu
@cempshcemp.blog.hu