‘Clients must move beyond click-through rate as a metric in online ads’ says Inskin Media boss
Doyle: “We want to deliver a metric that will analyse the quality of campaigns”
The commercial boss of ad tech firm Inskin Media says marketers need to move beyond click-through rates as a measure of effectiveness in online advertising.
Steve Doyle, who was in Australia last week to promote Inskin Media’s new partnership with analytics firm, Moat, also argued the Australian industry as a whole needs work together on agreed standards of viewability.
“This is something we have pushing, we have wanted advertisers to move beyond click-through rates as a way of measuring brand advertising,” Doyle told Mumbrella.
That headline’s made me all misty-eyed for the early 2000s when it first started appearing.
The article is okay though I am not sure of the purpose. It’s the same topic for many years now and it is a valid one, but there is nothing “new” in this news. It feels like it was written for the sake of writing it and it did not have the “eureka” moment I thought it would have. Just my feedback for future articles. Thank you.