Ad viewing easily tops click-thrus for ad effectiveness

04/24/2012 | Poynter.org

Click-thrus on digital ads have virtually no correlation with conversion, while other indicators, such as hovering a mouse over an ad, are much stronger, according to a study by comScore and Pretarget. Mere display and viewable impressions also show significant correlation with conversion. "It's time to start measuring the impact of campaigns using metrics that really matter, not just the ones that are most easily measured," said Kirby Winfield, comScore's senior vice president of corporate development.

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