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2/27/2005
  Survey Data about Click Fraud

SEMPO releases the results of a survey done in 2004. Click fraud is seen as a minor problem currently.

In your experience, how much of a problem is "Click fraud" with regard to paid placement?

Statement All Advertisers Advertisers of < 500 EmployeesAdvertisers of 500+ Employees Agencies
This is a significant problem we have tracked6%10%0%4%
It is a moderate problem we have tracked19%21%15%30%
We have not tracked it much, but we are worried about it45%36%58%43%
It is not a significant concern26%28%23%23%
Never heard of it before5%5%4%0%

Interestingly, the survey summary claims that advertisers and agencies are currently more concerned about manipulation of search engine results, with repondents averaging a 2.0 on a scale of 1 - 5, agreeing with the statement: "Abuse of search engine optimization practices is a major problem".

My take would be that things change fast in the search world, and it's not surprising that SEO manipulation had more awareness than click-fraud. But I think SEO manipulation is the past trend. There is room for surprise on the click-fraud front since concern about click fraud hasn't reached critical mass in the marketplace. If it does, it is going to have a lot of room to run, since most market participants weren't worrying about click fraud at the time of this survey. Of course, I could be wrong, and click fraud is really nothing to worry about...

 


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