We knew this, but its great that our friends at Starcom have done research into this and we can qoute a respectable media agency rather then some creative agency people….

Starcom, Tacoda and comScore’s “Natural Born Clickers” findings suggest “the click is dead” as go-to measurement of effectiveness for brand-building display advertising campaign

“Further preliminary Starcom data suggests no correlation between display ad clicks and brand metrics, and show no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked. The research presentation suggests that when digital campaigns have a branding objective, optimizing for high click rates does not necessarily improve campaign performance.”

www.smvgroup.com/news_popup_flash.asp?pr=1643

This entry was posted on Monday, September 22nd, 2008 at 8:18 am and is filed under Planning, advertising, marketing, quotes/words. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.