DM News: DoubleClick Thinks Click Rate Increase Is Temporary

CTRs head to level 4 (avarice)

The reversal of the seemingly inexorable decline in clickthrough rates reported by DoubleClick yesterday is probably temporary. The study reveals that most of the slight clickthrough increase for the quarter came on the back of increased rich media use, which generally gets a much higher click rate. But that rich media clickthrough rate (about one percent) is continuing its own steady decline. No matter how much media becomes "rich" in the future, if the trend extrapolates, clickthroughs will restart their downward path.