Big data analytics has shown that the conventional wisdom about display ad clicks being worthless was incorrect. It revealed that people who click on ads (clickers) actually buy 3 times more frequently than non-clickers, and half of all clicks and sales come from just 20% of users. Real-time big data is now being used to serve highly targeted display ads to the right users at the right time with the right message, making the ads actually worth clicking on and representing a $20 billion opportunity for the display advertising industry.
5. BIG DATA
ANALYTICS
REAL-TIME
BIG DATA
DECODING THE HUMAN
GENOME IN 10 DAYS
CRAWLING 50B WEB
PAGES
5
6. Our Big Data Question:
The Display Industry
& the Value of
Clickers
6
7. comScore’s Natural Born
Clicker
“Earning “Younger
less than browsers”
$40,000”
“Downscale”
“Clicks have
near zero
correlation with
conversion”
“Natural
Born
Clickers”
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8. comScore’s Report Changed Minds
“Half of All Display Ad Clicks are Worthless”
-Seeking Alpha, 2009
“50% Drop in Number of US Internet Users Who Click
on Display Ads” -ComScore 2011
“Conversions, Not Clicks, Key To Display Ads”
-MediaPost, 2012
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28. Thanks to Big
Data, Display Ads are
now doing something
that search ads have
done for the last 10
years…
28
29. A $20 BN Opportunity
for Display
Search:
+1600% Growth
5% Of Time Spent
Online
Display:
+300% Growth
95% Of Time Spent
Online
29
30. Big Data… comes in two flavors :
1. Analytics: Big Data Analytics tells us
about the true value of clickers
2. Real-Time: Real-Time Big Data is now
enabling Display Ads that are worth
clicking on
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31. Big Data…
• Comes in two flavors – Analytics and
Real-Time
• Big Data Analytics tells us about the
true value of clickers
• Real-Time Big Data is now enabling
Display Ads that are worth clicking on
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Notas del editor
But fundamentally, it’s something very simple
Since we’re now in the domain of market research, I wanted to show off about the size of the Panel that we’re using for our study.We took all the people who saw one of our ads during 1 week – they numbered 147M unique browsers. Then we looked at the shopping and clicking behaviour of these same browsers over the course of Q1 2012. We examined a set of “Myths” taken from the Comsore papers, and confronted them to the results from our panel.
Wrong, again. In our panel, clickersbuy 3x more frequentlythan non-clickers.
The conclusion I draw from this is that if you show someone the right Ad, then they might click on it, and if they do, it’s because they want to engage with your products or services. Put that way it is really quite obvious.The right ad means showing an ad to the: Right User: one who has expressed an interest in your products, or might be susceptible to them (that’s targeting).It means the right message - a offer that might interest him (that’s Dynamic Creative)…. And it means the right place – the Ad has to be in a visible position on a high quality publisherIf you get all this right, then your ad should have a CTR of at least 0.5%, and the clicks that you get will be valuable expressions of purchase intent.Buyers click on on good ads
