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> An ad doesn't need to be clicked, or have any form of interaction, to be effective, because there's no correlation between clicks and brand impact/recall. Wi
by rdtsc 8y ago
> An ad doesn't need to be clicked, or have any form of interaction, to be effective, because there's no correlation between clicks and brand impact/recall.
With billboards there is an implicit "click" in a way for every car that drives by. It is shoved into their faces, whether they want to or not. At least online, you can block ads. So the action is a car driving by. With some modeling could guess how many average cars would drive on that particular segment. A billboard on a rural road might be worth a lot less than one one say I-90 or I-75.
With magazines it's the same, they know how may subscribers it was sent to, so there was always some modeling around number of impressions made. How well that's correlated to the people interested, and then people who went and bought something because of it is probably where most of the snake oil is.
Another interesting thing is that online, users don't have to just block click, but they can actively subvert the click-based metrics by generating false clicks. Which this extension does:
https://addons.mozilla.org/en-US/firefox/addon/adnauseam/ https://addons.mozilla.org/en-US/firefox/addon/adnauseam/
- closeparen 8y agoNo, there is not an implicit click. There’s an implicit impression. The online ad business has long counted and valued clicks and impressions separately.
- rdtsc 8y agoAh you're right. A click would indicate user is interested while an impression is that they just saw it.
- libertine 8y agoJust to add that a click can be a mistake as well, or can even not be a human click... one has to be very critical when checking this data. You can generate interest and just trigger an impression (depending on the creative).