Why the Click Is the Wrong Metric for Online Ads - Advertising Age - Digital

Eubin Kim's personal annotations on this page

Calvinklein76 bookmarked on 2009-02-24 Web Interactive Metrics Search Display Advertising

"[Online advertising] is not, by any stretch, always direct-response advertising," said ComScore CEO Gian Fulgoni, whose report, "Wither the Click," has been making the rounds in the marketing industry since he introduced it in December at a Wharton Business School conference. "In the offline world, media analysts don't think of an immediate reaction to TV or print ad."

This link has been bookmarked by 12 people . It was first bookmarked on 23 Feb 2009, by someone privately.

23 Mar 09

Marina Boykis
paid search print
03 Mar 09

Lia Huber
online advertising metrics
- the most easily measured metric on the web, the click, is not the right metric
  to use for many advertisers.
- in some cases, a display ad can increase a search ad's click-through rate 25% to
  30%. If he had simply measured the clicks from search, he would have missed the
  display ads' influence.
- 6 more annotations...
- - Coremetrics, which today is launching a service that helps marketers give proper
    credit to their many online ads
  - "[Online advertising] is not, by any stretch, always direct-response
    advertising," said ComScore CEO Gian Fulgoni
  - "In the offline world, media analysts don't think of an immediate reaction to TV
    or print ad."
  - online ads, even when they didn't result in a click, increased a consumer's
    likelihood of making a purchase at an advertiser's retail store by 17% and
    increased visits to a marketer's website by an average of 40%.
  - "Virtually any seller that's not a search engine or affiliate [network] is not
    getting the proper credit for their ads,"
  - "There's a disconnect in terms of the actual work that's delivering people
    through that [sales] funnel and the sale and there's a disconnect in how
    advertisers are measuring their ads and planning their campaigns."
24 Feb 09

Tim V
Eubin Kim
Web Interactive Metrics Search Display Advertising
- "[Online advertising] is not, by any stretch, always direct-response advertising," said ComScore CEO Gian Fulgoni, whose report, "Wither the Click," has been making the rounds in the marketing industry since he introduced it in December at a Wharton Business School conference. "In the offline world, media analysts don't think of an immediate reaction to TV or print ad."
Jen Iwanicki
AdAge Digital
- i
tmackendrick
Discusses attribution models and online

attribution online clicks Analytics
Eric Nelson
23 Feb 09

vicki kreher
archives advertising
Alexander Monney
James Woodland
interactive metrics
Lynette Webb