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The death of the click through rate ! June 2009 – Pierric Duthoit

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

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  1. The death of the click through rate ! June 2009 – Pierric Duthoit Istanbul, 2009

  2. 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

  3. 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

  4. 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

  5. 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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