Click-through Versus View Through: The Battle Continues
“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?