The use of the view-through metric to measure online display ad performance has been applauded by an industry expert, who has suggested that click-through may not be as profitable.
Posting on the comScore blog, Mike Shaw remarked that view-through – or considering consumer behaviour over a period of time, as opposed to only clicks – could be more beneficial, as it combines "increased demand for accountability" with "unparalleled relevancy".
He added that, although the click-through metric method is still widely accepted in the digital sphere, it "can have significant negative repercussions" for those in the online PR industry.
"Clinging to the click won’t add any value," he warned those brand advertisers trying to drive ad revenue over the internet.
In other news, businesses were recently advised by The Centre for Brand Analysis’s Steven Cheliotis to work on strengthening their brands, as doing so allows them to sell more products at higher premiums.
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