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The death of the click through rate ! June 2009 – Pierric Duthoit. CPM, CPA, CPC, CTR … Is that measurement ?. Internet gives a lot of tools to measure campaign efficiency But is that real efficiency ? The Efficiency formula can be written as follows:

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The death of the click through rate !

June 2009 – Pierric Duthoit

Istanbul, 2009


Cpm cpa cpc ctr is that measurement
CPM, CPA, CPC, CTR … Is that measurement ?

  • Internet gives a lot of tools to measure campaign efficiency

  • But is that real efficiency ?

  • The Efficiency formula can be written as follows:

    • Eff= Brand value x[ROI(CTR,CPC,CPA,CPM)]

  • The Efficiency is measured in the P&L !!!

Istanbul, 2009


Roi engagement interaction
ROI, engagement, interaction

  • Digital media = Measurement

  • BUT other marketing metrics are more important than CTR (*)

    • ROI

    • Engagement

    • Interaction

      (*)See Eyeblaster and TNS survey of 400 marketing executives

Istanbul, 2009


How to measure display advertising efficiency
How to measure display advertising efficiency ?

  • Some ways to measure the real efficiency of the display of the brand messages:

    • Measure the search activities associated with the brand

    • Measure the visitation to the advertiser’s site

    • Measure the e-commerce and retail spending activities.

Istanbul, 2009


Key learning
Key learning

  • Internet statistics should be included in the global Marketing KPIs

  • Internet advertising is no longer only a response vehicle but also a branding vehicle

  • Branding still matters !

Istanbul, 2009


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