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BizReport : Advertising archives : April 25, 2012

comScore: Clicks don't matter?

A new report out from comScore may change the way we look at advertising - or its metrics. According to the report 'being seen' is more important for display ads than 'being clicked'. 'Hover time', the report says, is more important to conversions - meaning that the longer a consumer 'hovers' over an ad, the better the chances of making a sale.

by Kristina Knight

"[The study] demonstrates the perils of relying on click-throughs for measuring the performance of display ad campaigns, with this metric showing virtually zero correlation with total conversions," said Kirby Winfield, SVP of Corporate Development, comScore. "Secondly, it highlights why the viewable impression - which is now easily measurable through vCE - is significantly more meaningful than the unvalidated impression. Finally, this study shows why other non-click metrics of engagement, such as interaction or hovering, may be much more important in evaluating campaign performance than the click ever was. It's time to start measuring the impact of campaigns using metrics that really matter, not just the ones that are most easily measured."

According to the report:

• 'Hover' had a correlation rate of 0.49 with conversion
• Viewable impressions had a correlation rate of 0.35
• Gross impressions showed a correlation rate of 0.17
• Clicks had a correlation rate of 0.01

The study notes that simply having an ad 'sent' to a computer doesn't guarantee that it's seen, especially when taking into account that ads can be displayed 'below the fold' or that they may not load to the user's computer at all. For those reasons, they note that 'hover time' is more important than click - because 'hover' indicates the user sees the ad and might then convert.

comScore and Pretarget collaborated on the report.

Tags: click through rates, comScore, conversion rates, CTR, display advertising, hover rates, online advertising

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