‘Study Shows CTRs A False Metric For Mobile Ad Performance’ – ‘Marketing Land’ Article
Greg Sterling says, “A new mobile advertising study, commissioned by xAd and carried out by Nielsen, holds some important and perhaps surprising findings for marketers. Many people have long known that the click-through (CTR) is not a very useful metric for display ads and mobile display ads in particular. This study proves it.
At very best CTR may be a directional indicator of consumer awareness and interest. But if CTR is used at all it should not be used by itself.
The ad-performance study ran on xAd’s platform and measured 80 campaigns featuring 12 national brands. There were a total of 200 million impressions measured across all the campaigns, which were run during the first half of this year. Location analytics provider Placed was used to measure store visits in response to the ads”.
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