What's more, brand recall is low. Our study revealed that 40 percent of those who actually did click on an Internet ad could not recall a single specific ad they saw in the preceding week. Before you break out the Kleenex, here's the good news. You can boost click-through. The Strategis Group's advertising study shows that users who click on ads do so for specific reasons, like curiosity, discounts and coupons, and product interest.
People click on ads for a reason.
A large number of those who click on ads volunteered curiosity as a main reason. The study showed that curious clickers varied widely by demographics and other characteristics, so targeting based on curiosity can be effective. Further, a lot of curiosity stems from general interest in a product or service, not whim. Neither Bonzi nor its product is directly mentioned in the banner, but users curious about upgrading their connection speed are drawn to the ad. Coupons and Discounts Attract Ads offering product discounts and coupons are more attractive to users than those offering chances to win merchandise, cash, points towards purchases, or airline miles.