The Online CMO by Philip Hallenborg

With some recent stats from one of Sweden’s largest ad networks in my hand for the month of June, July and August, some key trends are clear:

• Clicks are up 5-10% year on year (YoY).
• Click through rates (CTR) are down dramatically YoY. in some programmes and sectors as much as 50-60%.
• Site conversion overall for ecommerce plays is stable or slightly up (0-10%).

Overall it looks like the financial crisis is hurting CTR. Net-net the CTR as is having an adverse effect on total sales suggesting a -10 to -20% drop in total conversion of ecommerce programmes.