Today only 16% of Online users click on banners and the CTR tends to be globally alike.
Why is this ? Because the proportion of Inventory VS Users VS clicks, Inventory is way too much volumen primaraly from the social media boom. Within the advertising Industries Comscore indentifies that we hace a " Click Sickeness" where It makes us be superficial about the potencial of the value generation ecosystem of Online Advertising. So @comscore arguments we need to speak more about KPIs like: *Brand Favorability*Interaction Rate
*Awareness
*CPA
*CPC
*CTR But we can't forget that is not a matter of just one or the other but a strategic mix. So IAB.net with ANA ( advertiing asociation ) defined 5 principales such as: *Principle 1: Move to a " viewable impressions"
*Principle 2: We need to see the reach of our Audience beyong just impressiones
*Principle 3: We need to creat better clasification system of online ad format *Principle 4: Determine " Interactice metrics that really matter"
*Principle 5: Digital needs to integrate with off line campaings Want to learn more you must follow: @ivanmarchant @comscore @adeffx
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