43% of 'very active' buyers click on banner ads
Those who click on online banner ads are three times more likely to buy than those who don’t, new research from Criteo has found.
The study, Measuring the Value of Users Who Click on Online Display Ad, found that 43% of clickers made five or more purchases in Q1 of 2012.
Pascal Gauthier, chief operating officer at Criteo, said: “It has always seemed strange that clickers should be so valuable in a search context, and yet irrelevant for banner advertising. It is therefore reassuring that this new research demonstrates that clickers are highly valuable in display advertising as well, at least for any advertiser looking ultimately to sell something.
“This huge study demonstrates that clickers buy much more than non-clickers, and that the more a user clicks, the more they buy.”