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