The comments by Jupiter Media Metrix analyst Rudy Grahn, about click-through rates
being a meaningful measurement, is just what I'd expect from someone far removed
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.