Click Through in Trouble

The Click Through is in trouble according to emarketer:

This is another look at the recent recap on Natural Born Clickers Study.

“A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal—and it’s certainly not to generate clicks,” said John Lowell, Starcom USA SVP and director, research and analytics, in a statement.

Marketers and researchers have suggested other metrics, such as the view-through rate, gross ratings points (GRPs) and dwell time as more appropriate gauges of success.

“It’s not the right metric,” said comScore chairman Gian Fulgoni of the click in a May 2009 interview with eMarketer. “It’s a really short-term view of how advertising works as a direct-response-oriented vehicle and not a branding-oriented one.”

In the words of The Little Rascals, “And How!”


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