Online Advertising
Click-through rate
Click-through rate or CTR is a way of measuring the
success of an
online advertising campaign. A CTR is obtained by dividing the
number of users who clicked on an ad on a web page by the number of
times the ad was delivered (impressions). For example, if your
banner ad was delivered 100 times (impressions delivered) and 1
person clicked on it (clicks recorded), then the resulting CTR would be
1%.
Banner ad click-through rates have fallen over time, often measuring
significantly less than 1%. By selecting an appropriate advertising site with
high affinity (e.g. a movie magazine for a movie advertisement), the same banner
can achieve a substantially higher click-through rate. Personalized ads, unusual
formats, and more obtrusive ads typically have higher click-through rates than
standard banner ads.
References:
Sherman, Lee and John Deighton, (2001), "Banner advertising: Measuring
effectiveness and optimizing placement," Journal of Interactive Marketing,
Spring, Vol. 15, Iss. 2.
See also
Home | Up | Pay per click | Click-through rate | AdSense | Googletestad | Click fraud
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