A recent study by comScore and Starcom USA has shown that 8% of Internet users generate 85% of clicks on banner ads. Not only that: '84% of Internet users do not click on banner ads. Banner ads are so useless? No, I will explain why later. And they are from the point of view of an affiliate who gets paid only after an action (purchase / registration) next to a click on a banner? Let's talk. 
The following table you can see some of the results of the study compared with those of 2007.
If only 16% of Internet users click on the banners, it makes sense to display a banner on your site in exchange for remuneration based, directly or indirectly, on click?
It seems not. I had already said and explained so approffondito in the post " Do not use banner ads to earn money with the affiliate pay per action ". If 84% of people do not click on the banners, we can not help it. But the remaining 16% we must exploit to the fullest! 
How? Creating banners to contextual content of the page . With this caution, the (few) clicks on the banner still bear good results.
Considering the results of the study by comScore, it makes sense to buy / sell banner advertising regardless of the number of clicks on them?
In some cases yes, but be careful.
Mark Loguercio, analyzing the results of the Coordinated Research Multichannel Campaigns , said:
The click on online advertising is just one of the possible actions that users who see it can do, but not the most common. In the U.S., according to this research, the response by 36% of users exposed to online advertising is a search engine for the brand or the name of the advertised product.
It follows that the banners do not have clicked on a communication effect / advertising is not negligible. This concept is further elaborated by David Wells in the post " No one click on the banner . "
Because before I wrote that we must be careful when buying a banner?
The basic concept is this: the "reservoir of trust" of the sailors is limited, so if a site shows banner often of little value, the confidence of surfers to advertisers of this site will fall click after click, until the point where the advertisements will be systematically ignored. Similarly, an advertiser with a brand of quality will not want to "blend in" to the advertisers of "little value" on the site. Maurizio Benzi in the post " The credibility of online advertising , explains:
We can not expect the advertising content that a third party publisher shows, is irrelevant to the perception that the public has of him.
If a website has among its advertisers only Sex chat, dating sites, ringtones and other areas perceived to be of little value, it is unlikely that the overall level of confidence of his audience will be low. To the detriment also of future advertisers.
In summary:
- Use the banner to make money with affiliate program is inappropriate because the clicks are few and the value added by the exposure of the banner without clicking is not paid by the advertiser.
- If you want to sell direct advertising is okay to make a narrow selection of inserizionisti not to undermine the value of your brand and the confidence that visitors have with your advertisers.
- If you want to use the banners to popularize your brand, you can enter in a website that, because of its popularity and its accuracy in the choice of advertisers, is able to increase users' confidence towards the advertised brand.
If you read all the articles linked within this post, you will see how complicated it is to analyze and give a value to banners only in terms of measurable data so trivial as clicks and impressions.
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Your site is giving away 84% of advertising?
Tags: earn online , advertising , selling advertising space
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