Population Statistic: Read. React. Repeat.
Sunday, August 26, 2021

The argument against the primacy of the cost-per-click advertising model gets an academic boost: University of Kentucky professor Chan Yun Yoo says that website ads are just as effective by the visual impression they make:

Yoo says that the implications of his work are twofold: advertisers “need to reconsider the objectives of Web advertising” and use “impression-based metrics more than performance-based metrics when it comes to measuring the effectiveness of Web advertising.” Click-through rates, which represent the percentage of people who clicked on an ad after viewing it, might be useful to determine whether an ad elicited an immediate response. But ad impressions-that is, the number of times an ad is displayed-might be a better measure of the impact required to build a brand image.

In other words, old-fashioned ad-message exposure is probably more meaningful than the phantom metrics picked up through CPC. This is in line with my own thinking on the subject. Most pertinently:

Even if users don’t clickthru at the moment of ad impression — even if they never visit the delivered link — the ad message still registers mentally, just as a television or print ad would. Clicking through later, if it does occur, feeds into the idea of increased user control: I’ll take my browser where I want, when I want. Overall, it’s a situation where base impressions count for more than click-tracking…

Truthfully, clickthrus represent merely the fervent desire by advertisers, marketers and syndicates to see some solid linkage between Web exposure and sales. There undoubtedly is — I’m sure a percentage of those clicks brings in immediate revenue. But it’s never going to be the majority. Online tracking is going to have to get a lot more robust before this dream is realized.

And more recently, Google’s decision to abandon CPC for YouTube video adspots is a further indication that the industry’s leading clickthru advocate is switching gears.

by Costa Tsiokos, Sun 08/26/2007 04:01:24 PM
Category: Advert./Mktg., Business, Internet
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