Over the course of my career, I’ve spent a lot of time talking to marketing leaders about their B2B strategies. And during the last several years, one thing has become clear: The majority of B2B marketers don’t see the value in display advertising.
The average click-through rate for display ads is 0.06 percent, according to DoubleClick. That’s fewer than one out of every 1,000 impressions!
You’re more likely to get a full house in poker than you are to click on a display ad, according to Solve Media. No wonder marketers have become obsessed with CPMs.