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Click-throughs and ROI? Get your facts straight
When God created ad banners, He also created the click-through rate (CTR), the holy measurement grail of online advertising. Today, as the industry watches click-through rates plummet to 0.5 percent, marketers are once again wondering, “Where is the return on investment in online advertising?”
Despite the Internet’s promise of accountability and instant optimization, a panicked industry has abandoned click-throughs in search of other merits, like branding or transaction rates. Hello? Last time I checked, you still needed to respond to an ad before actually going on to buy the product.
So why have ad-banner response rates taken a nosedive? Theories abound.
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