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Is there more to online advertising than CTR?

I watched a really interesting interview between Andrew Jenkinson of Digital Marketing School and Kieran Harte, Commercial Operations Director of DigitalWorx, and Irish Times company, concerning developments in online advertising.

An interesting point raised was that click through rates should not be the sole measure of the effectiveness of online display advertising. While the cynics can say “of course the guy selling online advertising would say that”, measuring by CTR only, ignores any brand awareness and positioning achieved with the advert.

While online advertising has measurability over other forms of advertising as it progresses further into its lifespan as an advertising channel, it needs to gain recognition for the other roles it plays apart from web traffic.


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