Kathryn Schlieben | MSN Product Specialist EMEA
My pal Dean Donaldson at Eyeblaster has been keeping me honest lately. I asked Dean for the latest and greatest Eyeblaster benchmarks mentioning click through rates. Rightly so, Dean corrected me that there is much much more to effectiveness than the click. As a former rich media guru myself, I should know better than that.
No one would blame you for being seduced by hot rich media creative like this wallpaper for EA Games “Burnout Paradise” that ran on MSN Entertainment in France.
As we’re staring a tough economy and stricter marketing budgets in the face it’s even more important to see the substance behind all of this style. Eyeblaster has done some really interesting research around rich media’s impact on conversions and most recently have rolled out their “Creative, Meet Analytics” guide for designing ads for measurable success.
Back on the topic of clicks, Eyeblaster reminds us of what a click means and why it shouldn’t, and truthfully can’t, be the end all be all:
A good reminder for us all especially as Jupiter Research predicts that by 2012 over 50% of all online display advertising will be rich media or video…
Very good post. CTR is a very strange way to measure campaign effectiveness. Historically, the pop ups had the highest CTRs but a lot of online media owners abandonned them anyway.
Also, a lot of brands used to offer very poor post click experiences.
Eyeblaster interaction rate is a good metric. I also like their analysis of intrusion versus impact where you see that a video IMU is the best format possible (high impact, low intrusion perception).
Cheers,
Philippe
Thank you for the comment Philippe. You make a very good point about high CTRs on pop-ups. Even in the earlier days of over-the-page rich media they saw very high CTRs and some speculated it was people trying to close the ads! The metrics we have available now on rich media campaigns give us a much more accurate view of user engagement.
By the way, I just received a metrixlab impact study on a video campaign and the results are spectacular
Ooooh, leaving us all on the edge of our seats…watch this space then folks!
[...] to Kathryn Schlieben for pointing me to the online research as a side note in her blogpost about kicking clicks, which comes highly recommended [...]
Thanks for recommending the post Jeroen. One thing is for sure…with this kind of projected growth and diversification on online spend this will continue to be an exciting place to be in the years ahead.