Posted on: October 22, 2008

The Online Advertising Playbook is a fantastic book for anyone trying to sort out new media. It covers the basics, provides insight through interesting and relevant case studies and won’t bore you to death. I read it for work but actually really enjoyed it. 

Here are some of my favorite bits of information- you’ll have to read the book to learn more!

  • Local products and services claim 27% of all searches
  • Standard online media consumption – 40% of visitors claim 95% of the pages and ads, with the remaining 60% only taking 5% of the ads
  • From homepage to 1 page deep, CTR drops to 60%; by the fifth page CTR declines to 50% and then steadily disappeared
  • The presence of a human face in display ads increases the consumers desire to learn more about the advertised product or service
  • Eye—tracking visualizations shows  users read web pages in a an F-shaped patter
  • 36% of internet users will immediately leave a site if its too cluttered
  • 90% of people find or leach websites through search, even when they know the URL
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