It’s time we ended our obsession with clickthrough rates

Le'Nise Brothers, head of interactive, PHD Rocket has just posted a great article on iMedia UK. Offering a rallying cry for sensibilities, she argues that the key is: “...understanding of the role of digital in the wider comms mix. Digital isn't a channel or medium - digital complements and enhances other part of the communications [...]

By |2016-11-23T14:34:17+00:00October 21st, 2008|Brand Building, Cross-channel, Measurement|0 Comments

The IAB online marketing guide

The IAB have just published a complete overview guide to online advertising. I was pleased to be the contributory writer on the section on “measurement”, (stage 10 – page 64 onwards). I am convinced the ‘click’ skews results and is the antithesis of true measurement of advertising effectiveness. Brand awareness cannot be measured by a [...]

By |2016-10-12T20:46:12+01:00March 27th, 2008|Advertising Technology, Measurement|0 Comments
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