Probably Overstated, But Eye-Opening Nonetheless

This article probably flew over the offices of large media agencies like a lead balloon!

6% of the population generates 50% of all clicks, and 16% generates 80%? That's quite a statement. Let's assume it's true, does it render 80% of online advertising worthless? Of course not.

How many clicks does a TV buy get? None, but it's certainly not worthless. An outdoor board doesn't generate any either, but they've been proven to be very effective. But what about CPC buys - aren't we focused on the wrong thing? Not really.

CPC buys are a great way to a) drive web site traffic (and actions/purchases on sites can't occur without traffic), b) procure highly efficient inventory, and c) minimize cost risk while determining what traffic sources drive ROI on your site.

Sure, CPM buys offer more flexibility in certain circumstances. However, hundreds of other companies, like us, have verifiable proof that clicks and CPC buys lead to measurable sales increases and positive ROI. If it didn't work for Starcom, we're always here to help :)