Mymotech

Starcom, Tacoda, and Comscore jointly published a study yesterday revealing that 6% of the online population accounts for 50% of all display advertising clicks. This audience fits the demographic of 25-44 and household income less than $40,000 annually. Additional details regarding this segment are that their online buying is not proportionate to time spent online, and they frequent auction, gambling, and career services sites. This is interesting data. I like to think. And here are some of my thoughts.

• Click-Through rate shouldn’t be used by anybody as a success metric, even for brand-building campaigns
• Is this the signal that the “unwashed masses” have come online? The heritage of the internet is smart, but as the internet becomes more available to everyone that means the internet will reflect society more and more. Go get your driver’s license renewed to see what I mean. A lot of times we are too NY/LA/ivorytower to really get a grip on this.
• I love Tacoda. I mean really love them. Behavioral targeting is hella fun.
• We have to keep pressing to understand people online. Web measurement is only part of the puzzle. So often, I see people attacking an online objective with only quantitative data. This is perturbing especially in the area of brand measurement where visitor behavior tells you very little about how your customer actually feels about you.