[via apophenia] I always wondered who clicked on banner ads. There don't seem to be perfect data, but apparently "the 6% of the online population accounting for most of the click-throughs skews toward male Internet users ages 25 to 44 with household income under $40,000." I love the author, Danah Boyd's, beautifully politically incorrect hypothesis that, and I paraphrase, only dumb poor guys from the country click on banner ads. The best thing is the part of her hypothesis that says, and again I paraphrase, the same dumb people are the ones who meet up with strangers on social networking sites.

For most of us, this is no surprise. Nobody you know clicks on those idiotic epilepsy inducing things. You probably couldn't find anyone who does within a mile radius of your house, but there are probably at least one or two people making money off of them in your neighborhood.
The funny thing is, even though there is a lot of money being paid for clicks, these are not the clicks that most advertisers want. For instance. In meantime, other models of ad pricing are getting more traction.

Even though some are saying that this discovery has laid bare one of the biggest problems with online advertising, the real interesting thing to me is these people seem to actually be interested in the contents of banner ads. I have been known to fall for an especially funny or useful marketing ploy, but what is going on with these guys? They meet up with strangers online and then click a bunch of banner ads? I guess I never really thought about it, but I'm not surprised that the two activities are related.

3 comments:

    On February 20, 2008 at 6:07 PM Anonymous said...

    another case of information overload. in the future, machines will get smarter and do the 'clicking' based on our behavior. scary as that may be.

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