This is a story about a story. A story that has been repeated so many times, in so many places, with so much zeal, that it has taken on a life of its own -- despite the fact that it is false.
The theme of the story is that television is dying.
It is a story built on shabby journalism, ad industry buffoonery, and the willful suspension of skepticism on a scale unprecedented during my time in the advertising business.
1.10.09
What to Measure? Only 16% of the Web Is Clicking Display Ads
The number of people online who click display ads has dropped 50% in less than two years, and only 8% of internet users account for 85% of all clicks, according to the most recent "Natural Born Clickers" study from ComScore and media agency Starcom. As the pool of people who click on banner ads rapidly decreases, it begs the question: Is the long-used click-through rate now officially useless?
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