Can We Just Move Beyond Click Through Rates Already?
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At Ipsos ASI, we believe that measuring the impact and efficiency of digital communications must move beyond measuring click through rates, and other readily available behavioral metrics, for brands to properly understand the success or failure of their campaigns. Metrics like click through rates, although easy to measure, are only one piece of the puzzle. What about the branding and imagery the ad provides and the impact it can have on the viewer? And as click through rates continue to fall even lower, one even has to stop and wonder, how many of those clicks are from people who accidentally clicked on the ad when they were trying to click on content?
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