SEVILLE — The click-through rate has long been used as one of the key measures of effectiveness in online advertising. But, for some, that measure is losing its relevance in the new age.

“There are some real challenges around fixation on click-through rates,” according to Damien Crittenden, analytics and insights director for Group M’s programmatic division Xaxis, speaking about the evolution of the Asia-Pacific market.

“We’d like to see clients moving much more towards attitudinal measures for measuring brand impact and, for performance campaigns, really optimizing and measuring to more business outcomes – online leads or sales conversions.”

Many think clicks are a distraction from the real important metrics – how do consumers feel, and is more money being made as a result?

Crittenden says, in Asia-Pacific, mobile viewability measurement remains a problem, whilst cross-device measurement is only just getting going. Xaxis is working with TNS to do attitudinal-based targeting using DMP data to enhance audience segments.


This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville.