the power of clik through

Ad Age report on a very interesting piece of research conducted by Comscore and Starcom in the US. Only a minor percentage of people actually click on banners. Those people make up the vast percentage of click through. So what do we call them: the heavy clickers?
Does that mean that banners do not work? No, because the probability for people that have been exposed to banners to visit the site in the days after having been exposed to the ad is higher than for people who have not been exposed. And search is again playing an important role in this area.
What does it learn us: that click through is not necessarily the best metric and more importantly that you should be adapting the design of your banner based upon this knowledge.
Click through on the title to learn more.