Back in 2009 comScore released statistics that demonstrated that only eight per cent of internet users accounted for 85 per cent of clicks.

As a result, savvy marketers began to question the typical approach of optimising ad campaigns based on ‘click-through rates’ (CTR). And in fact, they may find that optimising on CTR may even be a less effective use of marketing spend than not optimising at all.

Most marketers have arrived at the conclusion that all ad impressions – whether clicked on or not – have an impact on consumer behaviour. So why is the CTR metric still so popular? The Read full story ›

Source: The Drum