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BizReport : Advertising archives : June 22, 2016

East vs. West in U.S. ad click frequency index

Hey, marketers, a new ad click frequency index suggests that your audience on the west coast of the U.S. are not engaging with your ads.

by Helen Leggatt

According to a new dataset from retargeting firm AdRoll, based on analysis of the click-through rates of millions of impressions across 100 cities in 50 U.S. states, there's a significant difference between ad click frequency by those living on the east and west coasts.

The index, which rates the frequency of ad clicks from 1 to 10 (10 being the most likely to click) shows that people living on the east coast, south, and eastern midwest states are much more likely to click on ads than the rest of the country.


Internet users in Mississippi were ranked top of most likely to click on an ad.

On the opposite side of the U.S., those on the west coast and Oregon, Utah and Wisconsin were far less likely to click.

"The metric used in this study - the click-through rate - is perhaps not the de facto measurement method for advertising success," noted Scott Raynor, AdRoll's Associate Content Marketing Manager on the company's blog. "Since few click on digital ads, the industry is gradually accepting a more nuanced understanding of advertising that takes into account the power of ad views."

Tags: advertising, geographical, index

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