T HE DEATH OF THE CLICK THROUGH RATE ! J UNE 2009 – P IERRIC D UTHOIT 1Istanbul, 2009.
5
THE DEATH OF THE CLICK THROUGH RATE ! JUNE 2009 – PIERRIC DUTHOIT 1 Istanbul, 2009
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Transcript of T HE DEATH OF THE CLICK THROUGH RATE ! J UNE 2009 – P IERRIC D UTHOIT 1Istanbul, 2009.
THE DEATH OF THE CLICK
THROUGH RATE ! JUNE 2009 – PIERRIC DUTHOIT
1Istanbul, 2009
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 !!!
2Istanbul, 2009
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
3Istanbul, 2009
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.
4Istanbul, 2009
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 !
5Istanbul, 2009
