Study: Online advertising influences even without a click

Advertising on the Internet should influence users even if they do not click on the advertising banner. This is what the online marketing software company DoubleClick claims, citing a recent study. A total of 6,121 adults were surveyed online in July. According to the study, Internet users are reluctant to click on banners to reach a new website. Most would prefer to surf interesting sites on their own instead. Two thirds of those surveyed stated that although they did not react directly to online advertising, they might view the pages later. As a result, the understanding of online advertising is also changing within the advertising industry, writes the New York Times. Up to now, most advertisers would only pay if a banner was actually clicked on. However, this practice is now changing. More and more advertisers are now also paying for the number of users who see an ad, as is the case with television or print advertising.