An article just out in iMedia Connection discusses the 99.5% of ads that aren’t clicked on and why marketing professionals should pay more attention to their impact on consumers. 

“If you’re like the vast majority of consumers, you’re not clicking. And if you’re not clicking, traditional measures of display ad effectiveness would conclude that your exposures to online banners are not leading to conversions.

But such traditional measures fail to consider the entire consumer lifecycle, says Dean Donaldson, digital experience strategist for Eyeblaster. Thus, budgets that are being appropriated based on the frequency of display ad clicks are grossly underestimating the value of impressions that don’t generate an immediate consumer action. 

Want proof? Consider the washing machine Donaldson just purchased…”

For the full story, read Lori Luechtefeld‘s article in iMedia Connection: The display ad opportunities you’re overlooking .