The personal website of Chris Coyier

Ads: Clickthoughs May Suck But They Still Work

I have suspected this for a while, but it’s nice to hear it from a real study. comStore’s Gian Fulgoni says that click rates on display ads is generally under 0.1%. Yet in a four-week study…

…while click rates were desperately low, there was a 46% increase in visits to the advertisers site, a 38% increase in searches for the advertiser’s products, and an increase likelihood of purchases.

Display ads are about branding; they get in people’s heads.