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Click-through Versus View Through: The Battle Continues

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“Your ad being seen matters more than your ad being clicked.”

After analyzing 18 advertisers, and over 260 million impressions, a new study by comScore and Pretarget found that there is only a 0.01 correlation between a banner click and a conversion (0 = no correlation; 1 = a very strong correlation).

Meanwhile, the study did find that viewing the ad, or hovering over the ad, had a stronger correlation to a conversion. It was found that there is a 0.49 correlation between hovering over a banner and converting.

So what’s the key takeaway? According to the CEO of Pretarget, “optimizing to viewable impressions or hover time is a better proxy for a brand advertiser than a click-through rate.” What do you think?

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Advertising

How AI is Reshaping Digital Marketing

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Artificial Intelligence design studios are opening everywhere, adding to our marketing technology stack choices. Many platforms have already integrated components of AI into their existing marketing system offerings. Clients need to transform digitally, squared Today, clients are asking digital marketing and advertising agencies to embrace more technological change, as their marketing tech stacks grow larger and…

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