When was the last time you clicked on an advertisement? If you can’t remember, then that’s probably the “Law of Shitty Clickthroughs” at play. Coined by Andrew Chen, he describes it as the phenomenon where internet advertisements become less affective over time. One of the main drivers for this phenomenon, he says, is novelty; while advertisements that use novel methods may enjoy a high clickthrough rate in their infancy, users quickly become immune to their charms as the novelty wears off after being exposed to it more and more. Read full article here
