Headline FeedsE-Commerce Times Talkback
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See Full StoryAnalysts disagree on whether Monday's announcement by CBS MarketWatch -- that
the financial Web site will stop providing its clients with click-through rate
information in its advertising reports -- will cause the e-commerce industry to break free
of the click-through status quo.
Yankee Group analyst Michele Pelino told the E-Commerce Times that
MarketWatch's new policy is the first example of an e-commerce
company making such a move against click-throughs that she has
heard of. "It's unprecedented as far as I can tell," Pelino said.
Re: Online Click-Through Stats: Love 'Em or Leave 'Em?
Posted by: T. Yakimchick 2001-07-26 09:51:04 In reply to: ECT News
frequency like in the offline world of media, then click through rates can be considered in
concert with the other -- equally important -- advertising metrics. Until such time the 'click' will
remain the key online metric. An unfortunate reality of the way the medium has been built.
Re: Online Click-Through Stats: Love 'Em or Leave 'Em?
Posted by: Ken Dardis 2001-07-10 21:40:47 In reply to: ECT News
being a meaningful measurement, is just what I'd expect from someone far removed
from advertising.
To understand why a person WOULD NOT click on an ad all you have to ask is
what's the creative, what type of web site is it on, where is it located on the page,
or what type of mood was the user in when seeing the ad? There are a number
of other elements in advertising that are totally out of the hands of web site publishers
and, therefore, should not be counted against a publisher when users fail to click.
The main purpose of any media is still to gather an audience and deliver them
to an advertiser. What that advertiser does with the group is their own business.
Unless I have total control over creative, placement, and a user's mood, I will not
accept click-throughs as a form of measurement for our AudioGraphics.com or related
web sites. I'll deliver people. It's up to the advertiser, or their agency, to get them to
respond with the right message.
If you want click-throughs, Mr. Grahn, let me sell a Lexus for $100.
I'll get you click-throughs.
CBSMarketWatch is on the right track - finally.
Re: Online Click-Through Stats: Love 'Em or Leave 'Em?
Posted by: Fellini Mugs 2001-07-09 19:30:55 In reply to: ECT News
I wonder if the reason he said that is because without metrics his job would be nonexistent.
CTR rates are not the bottom line. They do not tell you anything about branding or product awareness.
