Whither the Click? How Online Advertising Works

Gian M. Fulgoni and Marie Pauline Mörn

The click rate on internet display advertisements averages only 0.1%. This article investigates whether this implies that online display ads are ineffective, or alternatively that they work in a way similar to brand advertising in other channels.

Whither the Click?: How Online Advertising Works

Gian M. FulgonicomScore, Inc.

Marie Pauline MörncomScore, Inc.

BACKGROUND

In today's economically challenging times, advertisers and their agencies appear to be moving their online display advertising...

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