Infillion Research Uncovers Growing Consumer Hesitation In Ad Clicks Amidst Zero-Click Era

In a recent exploration into the evolving landscape of digital advertising, Infillion, a comprehensive technology platform renowned for enhancing media plans through cookieless data and advanced formats, has unveiled findings that spotlight a significant shift in consumer engagement with online ads. The study titled "Is CTR Really Dead? The State of Digital Advertising’s Most Famous Metric," delves into the notion of a burgeoning "zero-click" era, where the propensity of users to interact with online advertisements is waning.

Utilizing its AI-driven Phonic survey technology, Infillion's research uncovers that a mere six percent of consumers frequently engage with ads that pique their interest. This discernment is attributed to several factors including the perceived value of the advertisement, the credibility of the brand, and the intrusive nature of the ad itself. Despite this trend, the study suggests that consumers are not entirely resistant to clicking on ads; rather, they seek compelling incentives to do so.

A case in point is the fitness wearables brand WHOOP, which saw a remarkable increase in click-through rates (CTR) to 9.1%—surpassing nine times the industry norm—after collaborating with Infillion on a TrueX campaign. This surge was achieved by enhancing the clarity and visibility of the call-to-action, coupled with offering special incentives for engagement.

The research further reveals that 79% of consumers acknowledge an uptick in ad exposure compared to previous years, yet less than a third are more inclined to click on these ads now than they were five years ago. A significant insight from the study indicates that consumers are three times more likely to visit a brand's website directly or use a search engine to find more about the brand rather than clicking on an ad. Concerns over landing on unsafe pages and aversion to being tracked by advertisers were cited as major deterrents to clicking on ads.

Laurel Rossi, chief revenue officer and chief marketing officer at Infillion, emphasizes the importance of respecting consumer attention and privacy. Rossi highlights how TrueX interactive streaming ads have led the charge in attention-based advertising by prioritizing consumer engagement through meaningful incentives rather than intrusive or untrustworthy messaging.

Infillion stands out as a unique global media buying platform that merges MediaMath's leading data and technology capabilities with TrueX’s interactive video and CTV technology prowess. The company boasts collaborations with over 1,400 leading agencies and brands worldwide, offering premium managed- and self-service media solutions that ensure guaranteed attention in an increasingly complex media environment. Headquartered in New York City, Infillion also encompasses Gimbal location-based technology, InStadium, NeXt, Analytiks.ai, and Phonic.ai within its portfolio. Recognized as one of Fast Company’s Most Innovative Companies 2024, Infillion continues to set benchmarks in media, marketing, and advertising technology.