The other day I heard that an acceptable click-through rate for banner ads was between 0.10% and 0.30%, and that this was common in the industry. This shouldn’t be a surprise to marketers. You only have to spend a few minutes browsing online to know that there’s poor placement and relevance of banner ads. In this blog, I'll run through quickly about why this is happening, what marketers can do about it, and how to leverage audience data to stop wastage.
We've taken a look at the audience data in South Africa for the Shopping category and have uncovered just what the typical online consumer looks like.