Online Publishers Association/comScore Study Looks at 'Silent Clicks'

june 19, 2009  09:43 am
The study is "designed to move beyond the 'click' as a measure of online advertising success," Silicon Alley Insider reports. It assesses 80 branding campaigns across 200 websites over a month's time, analyzing consumer behaviors of users exposed to display advertising. "To date, measuring a brand campaign meant relying on the click," Online Publishers Association president Pam Horan says in a release. "In order to understand the value of the audiences that display advertising attracts, our study helps marketers think about real behavioral measures designed to move the needle."