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

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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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