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THE DEATH OF THE
CLICK THROUGH RATE
!
JUNE 2009 – PIERRIC DUTHOIT
Istanbul, 2009
1
CPM, CPA, CPC, CTR … Is that
measurement ?
• Internet gives a lot of tools to measure
campaign efficiency
• But is that real efficiency ?
• The Efficiency formula can be written as
follows:
– Eff= Brand value x[ROI(CTR,CPC,CPA,CPM)]
• The Efficiency is measured in the P&L !!!
Istanbul, 2009
2
ROI, engagement, interaction
• Digital media = Measurement
• BUT other marketing metrics are more
important than CTR (*)
– ROI
– Engagement
– Interaction
(*)See Eyeblaster and TNS survey of 400 marketing executives
Istanbul, 2009
3
How to measure display
advertising efficiency ?
• Some ways to measure the real efficiency
of the display of the brand messages:
– Measure the search activities associated with
the brand
– Measure the visitation to the advertiser’s site
– Measure the e-commerce and retail spending
activities.
Istanbul, 2009
4
Key learning
• Internet statistics should be included in the
global Marketing KPIs
• Internet advertising is no longer only a
response vehicle but also a branding
vehicle
• Branding still matters !
Istanbul, 2009
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