The 'terrible' click

By Wenlei Ma | 28 June 2013
Source: Wikimedia Commons.

If you're still measuring your online campaign based on click-throughs, stop it. Right now. According to DG MediaMind's Ryan Manchee, it's a “terrible” metric.

In an industry where some of the most used acronyms, CTR and CPC, are still centred around the idea of 'clicking' through from an ad, DG MediaMind's director of innovation strategy Ryan Manchee, in Sydney from Dallas this week, argued the greater value can be derived from engagement.

“There's this preferred use of measurement to measure clicks, which I think is a terrible, terrible metric,” he said. “There's going to be very few instances where it's appropriate to talk about clicks as interactive. Interactive is not a click, interactive is engagement.”

“It should be about time spent because we can measure some of those things. We can measure when a mouse enters into an ad space. Whereas, do I care about the number of people who clicked through, got to a landing page and said 'This is crap, I'm out of here'?”

DG MediaMind, which specialises in rich media advertising technology, has created benchmarks to measure engagement levels which includes time spent with an ad.

“If you have an online campaign and the average dwell time is 45 seconds, that's 45 seconds of someone being engaged with your brand. What other medium do you absolutely know when someone is engaged with your brand. That's powerful.”

Manchee said sometimes that 45-seconds average can equate to four years of engagement when you add up all the consumers which the campaign reached. He said when you compare that to $4 million spent on one Super Bowl spot, it's incredible.

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