Click Thorugh Rate

6 Pages 1403 Words

Click-through rate (CTR) and Brand Awareness!


The web is amazing. You can move around this medium, going "virtually" anywhere. And just think what it means to your brand to be able to generate awareness and have a two-way presence in an editorial environment that has affinity with your product or service? Yes, yes. What a powerful branding medium this could be, placing advertisers' images and messaging in an appropriate editorial context, but with the added benefit of being able to have the potential consumer communicate with the brand. What a great medium for exercising a little engagement branding, getting folks to involve themselves in brand by having brand affiliated with this two-way medium. The promise of Internet advertising has always been that it is more quantifiable than advertising offline. Being able to quantify the impact of branding, and eventually develop best practices that work best for us, is a great benefit for the Internet advertising industry.
One of the measurement tools is the Click-Through Rate. The average number of click-through’s per hundred ad impressions, expressed as a percentage is a CTR. It is important to distinguish what a click-through rate does and does not measure. The CTR measures what percentage of people clicked on the ad to arrive at the destination site; it does not include the people who failed to click, yet arrived at the site later as a result of seeing the ad. Merely getting visitors to a site had value when Web site traffic was generally accepted as a measure of success. Though, the trend towards profitability, along with better tracking tools, has resulted in less interest in click-through rates.
Click-through has been one of the standard ways to measure the effectiveness of online ads. They allow advertisers to track not just how many people see a particular ad, but how many are engaged enough to "click through" to the underlying Web site. Compared with traditional advertising, ...