If clicks were actual currency it would take a huge number to buy one dollar — and it’s getting worse. Why? Click rates are shrinking, a very small percent of users account for the majority, and those heavy clickers don’t represent the group. The slides (PDF) from comScore’s Linda Abraham focus on Germany, where DLD is held, but it’s a global issue.
Abraham’s slides also show how branding can shift the results. The session wasn’t high drama but those following the issue closely may want to take a look at the video below featuring Abraham, Glam Media’s Samir Arora, WPP’s Mark Read, Tomorrow Focus’s Christoph Schuh and moderator David Kirkpatrick.