Study sees CTR as a useless metric compared with hover time

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

A Pretarget and comScore study has demonstrated little correlation between online display-ad clicks and conversions. However, "ad hover/interaction" metrics are showing a much higher correlation rate. "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," said Pretarget founder and CEO Keith Pieper.

View Full Article in:

Advertising Age (tiered subscription model)

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Sales Manager
mGage
Multiple Locations, SL_Multiple Locations
Product Marketing Manager-B2C
RetailMeNot
Austin, TX
Partner Manager
RetailMeNot
Austin, TX
Product Marketing Manager-B2B
RetailMeNot
Austin, TX
Account Director
RetailMeNot
Austin, TX