Washing Post Digital Ad Center

October 08 2009

Through with the Click Through?

Picking up where we left off with ComScore’s research on Natural Born Clickers, more research and discussion on the irrelevance of the click.

Ken Cassar of Nielsen blogged over at NielsenWire about Nielsen’s own findings about display advertising and the click-through.

Once again, research indicates that display ads have a positive lift on sales (in this case, Nielsen looked at 300 campaigns and compared media expenditure to incremental offline sales) proving their worth.

Looking at click-through rate (CTR) on those same campaigns, there was no correlation at all between CTR and ROI. In other words, CTR doesn’t tell you at all whether a campaign is delivering. It’s the wrong measure of success.