Demystify The Metrics
by Dean Donaldson, Global Head of Innovation at DG MediaMind on Feb 17, 2010
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The demise of click, the rise of dwell: ...
The demise of click, the rise of dwell:
Display advertising is getting a lot of bad press. As click thru rates (CTR) drop to way below 0.4% it leads some to conclude that ‘display advertising is dying’. With online metrics based around response, we have driven the fallacy that branding is a predominantly offline process. With a heritage of online being developed around user response, how can the industry now assist advertisers to cope with the change in user habits and consumption of media? With new research showing what consumers really are doing online, maybe display advertising is more critical than ever. Dean Donaldson of Eyeblaster will share insights that give confidence back to display media and how time-based metrics are set to change the notion of measuring consumer engagement across all media channels.
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