Academic Research on Ad Click Thru Rates

Here is recent press release on research on ad click through rates. Here is the full paper on ad click through rate research.

The results were interesting. Using real world data, the click through rates for sponsored ads was about 15% overall, which seems high to many folks (who never click on an ad) but is much lower than reported by the search engine companies.

Could be good or bad news depending. Plenty of room for growth though in the keyword advertising market.