A survey by conducted by online advertisement outfit DoubleClick has came up with 30% of the respondents clicking on banner advertisements, but a whopping 60% don’t click, but instead visit the advertiser’s website much later by directly entering the URL.
The finding suggests that consumers prefer to reach sites on their own, rather than by linking through advertisements. “People are engaged in the content they’re looking at the time that they’re exposed to the ad, and they don’t want to navigate off the page,” said Rick Bruner, DoubleClick’s director of research.
The study specifically refers banner advertisements, and not text ads, though. I would be interested in learning whether this trend also extends to text ads, particularly those that display adverts according to the context of the site content. If so, then publishers had better look for other payout schemes aside from pay-per-click, or at least sign up with systems that let users monetize site traffic based on impressions.