‘Debunking The CTR To Find Truth In Viewability’ – ‘Marketing Land’ Article
Roger Williams says, ““Viewability” is the buzzword du jour in the ad tech world, yet only a small number of advertisers are actually using viewability metrics to measure campaign performance and set benchmarks. In fact, though click-through rate (CTR) has been widely panned as ineffective for measuring the true value of a display campaign, it continues to be the dominant metric across the industry.
Why we’re so stubbornly clinging to an antiquated metric remains a mystery. We know that CTR can be easily manipulated, that clicks say nothing about engagement, and that on mobile, CTR may be “completely unrelated or even negatively correlated” to other measures capturing metrics like calls, directions and store visits.
For years, brand marketers have demanded metrics relevant to their needs, rather than those direct response has traditionally offered. In 2009, in fact, Bain and the IABpinpointed metrics as one of the key obstacles preventing brands from moving more budget from offline to digital. How is it that in 2015, as brand advertising continues to accelerate across digital, we’ve yet to get the industry on board with viewability?“.
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