Comments on: Is Click-Through Really Dead?

By: Marketing in 2010 - Dot Comms

Marketing in 2010 - Dot Comms — Tue, 12 Jan 2010 10:05:43 +0000

[...] of this is email marketing, search and display advertising. However, the decline of clickthrough rates (or effectiveness in terms of acting on the call-to-action) of these marketing vehicles has been [...]

By: renaissance chambara | Ged Carroll - Marketing in 2010

renaissance chambara | Ged Carroll - Marketing in 2010 — Tue, 12 Jan 2010 00:02:21 +0000

By: Not quite as confused anymore

Not quite as confused anymore — Sun, 04 Oct 2009 05:16:53 +0000

I agree that the overall rate is declining because of user maturity in part, but I think moreson its the general amount of bad content, crappy websites, UGC nonsense, ad network and Adsense garbage out there. Interesting that depending on which data you look at, fraudulent clicks now massively surpass legitimate clicks.

I like what Choicestream is doing in this space for retailers as well. Creating custom call-to-action based on broad shopping and surfing history has shown considerable lift.

"It's better to burn out than it is to fade."

By: nadavzin

nadavzin — Fri, 02 Oct 2009 22:08:52 +0000

Thanks ‘Confused reader’ – point taken. I have updated the reference in the opening paragraph.

The point I am trying to make is that there is a good reason why click-through (whether ‘rate’ or ‘tendency’, whichever level you are measuring) is declining, which is mainly the maturity of web users as content consumers and the strategies they are starting to employ to handle the ever increasing noise.

To combat, for lack of a better word, this problem (from an advertiser stand point) and to actually deliver useful service to prospects and consumers, marketers need to go back to basic on *how* to increase message effectiveness. It is no longer enough to associate an ad with a page, just as it would be ridiculous to do so at a site level. Real effectiveness almost always capitalizes on context, and linear content (especially in the retail video space where Overlay.TV plays) provides many challenges and opportunities in handling dynamic context.

By: Confused reader

Confused reader — Fri, 02 Oct 2009 05:43:49 +0000

Read the same article and was looking for dialogue on it…but where in the article does it talk about click-through rate? The article outlines a different issue centering on the % of total audience who click (more like a households metric than an engagement metric). CTR is the measure of the number of clicks/number of views.