Who Clicks

Well in the reality of online advertising, only 8% of web surfers contribute 80% of the clicks. More than the 80/20 rule. So, why do brands focus on CTR... It's what they can easily measure. In fact, deeper analysis of those brands who inquire, show that "view through" on post search results lift substantially based on "banner ads" performance.

I have been talking with several brands and agencies of late, and even the most sophicated brands still measure online adverising by the click. What will change this perception?

Brand studies are a great place to start. Expensive as a whole, but affordable if you look in the right places. Try Dimestore as a start.

How many clicks does the average print, radio, or TV ad offer ? Even though online seems easy to measure because of the power, why deviate from "what works"? Reach, frequency, standard ad delivery objectives should be considered with online.

@ BuzzLogic, we measure "Share of Conversation", which means... how often is your message delivered against the outstanding conversation relative to your goals. New !