*Source: Business Week (
http://www.businessweek.com/magazine...b4058053.htm)*
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In June, Luke Mitchell's student marketing service, Reach Students, ran a series of Web ads to promote an offer from a major parcel delivery service. The timing seemed perfect: just when college students decide whether to store belongings for the summer or ship them home. So did the placement--on the Facebook social network, where students hang out for hours. Yet when the results rolled in, Mitchell was stunned: Only 0.04% of those people who got the ads on their screens bothered to click on them. He had expected at least 1% to respond. "We had just a handful of users come to the site," he says. Image:
http://oascentral.businessweek.com/R...rame2%21Middle (
http://oascentral.businessweek.com/R...rame2%21Middle)
The truth about online ads is that precious few people actually click on them. And the percentage of people who respond to common "banner ads," the ubiquitous interactive posters that run in fixed places on sites, is shrinking steadily.
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