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"The Click Remains Irrelevant: 'Natural Born Clickers' Return" was presented by Comscore Chairman Gian Fulgoni on September 14, 2009, at the iMedia Summit in Coronado, CA.
The curse of the Internet as "the most measurable medium" is perpetuated by continued industry reliance on "the click" as a relevant measure of display advertising efficacy. The industry simply needs to get off this click crack in order to earn a rightful place in marketers' budgets and mindsets.
In February 2008, research published by Comscore, Starcom, and Tacoda, entitled "Natural Born Clickers," helped to disconfirm the value of the click by demonstrating that only 16% of people were responsible for 80% of all display advertising clicks and that this audience was demographically weak from a marketer's perspective. This and other industry research has helped to prove the necessity of measuring display advertising's effectiveness beyond the click. Still, many questions loom about how to best quantify the value of display advertising.
Comscore Chairman and co-Founder Gian Fulgoni presents a first look at updated results from the Natural Born Clickers study, including an analysis of the click vs. non-click consumer as well as a framework for how to best measure the total impact of display advertising, providing a compelling case for the migration of traditional advertising dollars to the online channel.