CTR is one of the most dangerous metrics in media.
I’ve addressed this in a previous post, In Defense of Banners, but I thought it’d be helpful to expand the CTR section of that post into one continuously updated post with links to critiques of CTR.
2009
- Why the Click Is the Wrong Metric for Online Ads? by Abbey Klassen
Klassen is not really denouncing CTR as a whole but I thought it was worth sticking this article in the list.
2008
- New Study Shows that Heavy Clickers Distort Reality of Display Advertising Click-Through Metrics by comScore
- People Who Click On Banners Aren’t Your Best Customers by Chas Edwards
- It’s time we ended our obsession with clickthrough rates by Le’Nise Brothers
- Take This Click-through Rate and Shove it… by Laura Shanon
2007
- My Grudge Against Click-Through Rates by Rikin Diwan
2006
- Do We Still Need A Click-Through Rate Debate? by Amy Auerbach
2001
- The Beginning of the End of CTR? by Tom Hespos
- In Defense of the Banner by Jeffrey Graham
2000
- Click-Through Rate, R.I.P. by Jim Meskauskas
- Slandering Online Advertising by Jeffrey Graham
1999
- Escaping the Cult of Click-Through by Jeffrey Graham
- Click-Through As The Wrong Metric by Tim Meadows
…
I’m going to keep updating this page with new links as I find them.
1 response so far ↓
Should Publishers Cut Banners « Strategy 403 // June 8, 2009 at 1:05 pm |
[...] have issues but let’s separate fact from fiction, – Banners really, trully, actually work. – CTR is not remotely a proper measure of campaign success. – A 0.5% CTR wouldn’t be simply viewed as high, it would be out-of-the-ballpark [...]
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