An interesting statistic to me is the low rate of click throughs that can still be considered a success. As the representatives for the Coloradoan stated, a click through rate of .04 is considered a success for that ad. To me, I find that very intriguing. Either the rate of purchase after the click must be extremely high, or the amount of simple brand awareness that is made by placing the ad must be significant.
Direct mailings aim to get around a 2 to 4 response rate, and that would be an amazing rate for an online advertisement.
For me personally, when I ever I do click on a sponsored link or advertisement, it is usually by mistake. I rarely click on a banner style ad, mainly because I don't trust an ad that relies on flashing text and blinking light but lacks a brand name or identity.
But, they must work, or else we wouldn't be seeing them.
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