Ad clicks don't necessarily correlate with effectiveness

09/6/2011 | iMedia Connection

Click-through rates can be deceptive, with research showing that low-click ads can be just as effective as ads with high click rates. Given this, marketers should give precedence to consumer engagement, creating a connection that, while not necessarily generating clicks, can produce a positive experience and association, writes Ariel Geifman, principal research analyst at MediaMind.

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