Click-through rates are overrated, researchers say

04/25/2012 | Advertising Age (tiered subscription model)

Click-throughs don't often signal a user's intent to make a purchase, according to a Pretarget/comScore study of more than 260 million ad impressions. The study found only a very weak correlation between clicks and conversions, but a much stronger correlation with "ad hover" interactions, in which a user's mouse-cursor lingers over an ad, and viewable impressions. "My key takeaway is that optimizing to viewable impressions or hover time is a better proxy for a brand advertiser than a click-through rate," says Pretarget CEO Keith Pieper.

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