By Stephen Dolan

This year marks a major milestone for digital advertising, it has been 25 years since the very first digital display ad that appeared in 1994. The ad was purchased by AT&T on Wired Magazine’s hotwired.com as a part of their larger “You Will” campaign.

That particular banner ad received an almost unbelievable 44% click-through rate (CTR)! But while modern CTRs sit at fractional levels, brand marketers realised along the way that CTR is far from the best measure of success for their objectives. As it turned out, ad clicks don’t make for a good proxy for brand resonance and message Read full story ›

Source: The Drum