Click-thru metric not helpful, expert says
Wednesday 28 October 2009
The use of the click-thru metric by online businesses to measure the performance of display ads can be detrimental for those in the "
online advertising value chain", an industry expert has suggested.
Despite the fact that the utilisation of this technique is still widely accepted in the digital media world, Mike Shaw of comScore - posting on the company blog - observed that such methods can have "significant negative repercussions for each participant".
Furthermore, he added that "clinging to the click" will not add value to marketers who are trying to drive online ad revenue.
Mr Shaw went on to say that, with the reasons for using the internet constantly growing, firms will have to direct more of their budgets towards the web, which in turn demands a greater understanding of
online advertising "than the click can ever provide".
Brands were also recently advised by Sam Tilston of Zoombits.co.uk to use
search engine optimisation in their strategies more than paid search, which is similar to "renting" traffic.
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eCommerce in Newcastle, the UK and internationally for large brands and SMEs. If you'd like to learn more about how we can help your brand or business be a success online, call 0191 406 1200 and ask for Neil.
