Clicklab
07-30-2004, 08:30 AM
Interesting case study produced by DoubleClick and Continental Airlines. It’s available at www.doubleclick.net, Knowledge Central > Research > In-Direct Response to Online Advertising: Best practices in measuring response over time.
View-throughs are defined as intended actions (sales or signups) taken within 30 days of being exposed to an online ad without clicking on it.
Turns out six times as many conversions result from view-throughs compared to click-throughs.
The study does not state so directly, but it seems to be referring exclusively to banner and rich media ads, not PPC advertising.
View-throughs are defined as intended actions (sales or signups) taken within 30 days of being exposed to an online ad without clicking on it.
Turns out six times as many conversions result from view-throughs compared to click-throughs.
The study does not state so directly, but it seems to be referring exclusively to banner and rich media ads, not PPC advertising.