I heard some interesting figures from a podcast:
- 1-2% was a typical CTR a few years ago
- CTRs are falling fast, often to 0.1% (for reasons of profusion and familiarity)
- and on social networking sites they are often 0.001%
But the UK spend on online advertising has risen to £2bn and advertisers are not too bothered about falling CTRs - they are returning to their old view that adversiting is worth it for brand building.