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.

View Full Article in:

Advertising Age (tiered subscription model)

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Director Business and Legal Affairs
The Weather Channel
Atlanta, GA
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Digital Ad Operations Specialist
Crain Communications
Nationwide, SL_Nationwide
Senior Manager, Marketing
IAB
New York, NY
Sr. Product Marketing Manager
TRUSTe
San Francisco, CA