Darren Herman of MediaKitchen posted a slideshare earlier this week about the death of Click Through Rates (CTR). He gathered a number of his industry friends, including DataXu CEO Mike Baker and asked them – “Is the click through rate dead?”
Mike’s reponse: “We have clear and compelling evidence that optimizing on CTR is a sure way to waste your money. We help a leading packaged goods provider optimize on engagement and sales and we found that optimizing on CTR wastes 92% of their ad budget.”
See that ‘clear and compelling evidence’ in the below chart which shows the click and conversion results for a DataXu packaged goods client.