Today, AdAge posted an article penned by Lotame’s CMO, Eric Porres, titled “The Click-Through That May Be Hurting Your Brand.” Here’s an excerpt:
The real risk we see here is less the negative correlations with CTR themselves, but rather what can happen when campaigns become overly focused on driving clicks. As it’s been said before, the point of any advertising is not to drive clicks — it’s to build a brand, boost sales or add revenue streams. As our research at Lotame demonstrates, when campaigns are optimized solely around CTR, and to the exclusion of other legitimate brand metrics, these basic marketing goals can inadvertently come under real threat. Online marketers cannot conflate awareness goals with CTR measures.
The article expands upon a body of research we’ve conducted over the past 8 months around the correlations of branding metrics along with CTR, ad exposure time spent, and interactions. We encourage you to read the article, and drop us a note at mtm [at] lotame.com (mtm = metrics that matter) if you would like to request a free copy of the full white-paper from which we pulled data to author the article.
