Featured Research

from universities, journals, and other organizations

Ad Click-through Rate Lower Than Previously Thought

Date:
February 27, 2009
Source:
Penn State
Summary:
The rate of ad clicks from sponsored and non-sponsored links was reported in a recent study. "The result seems to show that Web searchers are smart," one of the researchers said. "They have a good idea what Web ads are and how to distinguish them from other links."

The rate of ad clicks from sponsored and non-sponsored links was reported in a recent study conducted by researchers from Penn State and the Queensland University of Technology

Jim Jansen, assistant professor of information science and technology, Penn State, along with Amanda Spink, professor of information technology, Queensland University of Technology, studied the rate of ad clicks through on Dogpile.com, a meta-search engine that combines the search results from larger search engines such as Yahoo!, Google, Ask and MSN.

Jansen examined more than seven million interactions from hundreds of thousands of users to analyze the click-through patterns on both sponsored and non-sponsored links. Specifically studying the rate of clicks where the sponsored and non-sponsored ads are presented together, Jansen was investigating what effect this had on consumer behavior.

"I was expecting that an integrated list of sponsored and non-sponsored ads would have a higher click through on the sponsored ads," Jansen said. When the click-through rate turned out to be only 15 percent, Jansen was astounded.

The findings also showed that for more than 35 percent of queries, there were no clicks on any result.

"I wasn't hoping for anything," Jansen said. "I expected a big increase and when that didn't happen, I was surprised." Jansen's research also gives new insight into the behavior of Web consumers.

"The result seems to show that Web searchers are smart," Jansen said. "They have a good idea what Web ads are and how to distinguish them from other links."

Findings from the study, which was published in a recent issue of the International Journal of Internet Marketing and Advertising, question the validity of other reports stating that ad click through rates are around the 30 percent mark. It also suggests that most consumers are distrustful of the ads. However, the findings provide a benefit to advertisers.

"It opens the door to other forms of keyword advertising," Jansen said. "More research can be done on effective advertising, and search engine companies can improve ad mechanisms."

One challenge Jansen and Spink faced in this project was analyzing through the data.

"There were more than seven million records of user interactions" Jansen said. "That's a fairly large amount of data, and it took some time to go through them, even using automated methods."

Other challenges include the fact that Dogpile may not be representative of web search engine users in general.

Jansen hopes to use the results to further examine the ways to leverage and monetize web searching. He believes that there is a light at the end of the advertising tunnel.

"There is a potential for growth…if they (Web search users) can overcome the trust issues," he said. "It's just something that the search engine companies will have to work to overcome."

The U.S. Air Force Office of Scientific Research supported this work.


Story Source:

The above story is based on materials provided by Penn State. Note: Materials may be edited for content and length.


Cite This Page:

Penn State. "Ad Click-through Rate Lower Than Previously Thought." ScienceDaily. ScienceDaily, 27 February 2009. <www.sciencedaily.com/releases/2009/02/090225132351.htm>.
Penn State. (2009, February 27). Ad Click-through Rate Lower Than Previously Thought. ScienceDaily. Retrieved April 21, 2014 from www.sciencedaily.com/releases/2009/02/090225132351.htm
Penn State. "Ad Click-through Rate Lower Than Previously Thought." ScienceDaily. www.sciencedaily.com/releases/2009/02/090225132351.htm (accessed April 21, 2014).

Share This



More Computers & Math News

Monday, April 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Nintendo Changed Gaming World, but Its Future Uncertain: Upstone

Nintendo Changed Gaming World, but Its Future Uncertain: Upstone

AFP (Apr. 19, 2014) The Nintendo Game Boy celebrates its 25th anniversary Monday and game expert Stephen Upstone says the console can be credited with creating a trend towards handheld gaming devices. Duration: 01:21 Video provided by AFP
Powered by NewsLook.com
Why Did Nike Fire Most Of Its Nike FuelBand Team?

Why Did Nike Fire Most Of Its Nike FuelBand Team?

Newsy (Apr. 19, 2014) Nike fired most of its Digital Sport hardware team, the group behind Nike's FuelBand device. Could Apple or an overcrowded market be behind layoffs? Video provided by Newsy
Powered by NewsLook.com
Nearly Two Weeks On, The Internet Copes With Heartbleed

Nearly Two Weeks On, The Internet Copes With Heartbleed

Newsy (Apr. 19, 2014) The Internet is taking important steps in patching the vulnerabilities Heartbleed highlighted, but those preventive measures carry their own costs. Video provided by Newsy
Powered by NewsLook.com
Facebook To Share Nearby Friends Data With Advertisers

Facebook To Share Nearby Friends Data With Advertisers

Newsy (Apr. 19, 2014) A Facebook spokesperson has confirmed the company will use GPS data from the new Nearby Friends feature for advertising sometime in the future. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins