Sorry, We Are Not In Right Now


Thanks for checking out our blog, we really appreciate it.

However, our blog has moved to

Sorry that you have to visit another site to find us, but it is worth it...we have all of our 'classic' posts and comments on the new blog, plus a ton of new thoughts and ideas.

Why are we moving? Basically, Blogger failed us and never responded to our emails and requests. A clear example of poor customer service...too bad, we liked Blogger.

Come over and see us on the new blog.

Troy and Mo

Friday, July 20, 2007

When Fewer Clicks Are A Good Thing

There may be times when a declining click-through rate on a behaviorally targeted campaign is a good sign. When ran a comparative test of three campaigns that used both run-of-network and BT techniques, Brent Halliburton, director of network strategy, was surprised at the results. The targeted ads demonstrated lower CTRs than untargeted ads, and yet at the same time they showed much better results on the back end. This week, Halliburton walks us through that research and explains what it means to media planners. >>Full Story

Thoughts// A very interesting article and interview from the Behavioral Insider about the drop in CTR (click-thru rates) during behaviorally targeted campaigns. Although the research does not initially make logical sense, the hypothesis put forth that the BT ads are 'wedding out the window shoppers' does begin to explain the results. A timely and useful article as advertisers begin to really question what all of those clicks mean.

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