danlandin 's Profile

We learned that most people do not click on ads, and those that do are by no means representative of Web users at large.

Of course, while the ad world is obsessed with clicks because they can measure those, ad receptivity is more than just clicks. While people dream of adding clicks to TV, TV ads have been tremendously successful without the clicking option. Brand recognition, for example, is an acceptable outcome from the POV of many marketers. But the web lets us measure clicks so advertisers tend to care about clicks.

Who are these "heavy clickers"? They are predominantly female, indexing at a rate almost double the male population. They are older. They are predominantly Midwesterners, with some concentrations in Mid-Atlantic States and in New England. What kinds of content do they like to view when they are on the Web? Not surprisingly, they look at sweepstakes far more than any other kind of content. Yes, these are the same people that tend to open direct mail and love to talk to telemarketers.