Questions to Ask in Banner Ad Placement
Following the foregoing tips, the banner ad campaign will attract and intrigue audiences to learn more about the brand—the ultimate branding goal. However, in the effort to brand, never underestimate the value of the clickthrough rate (CTR). CTR as a measurement does count, yet may not always lead to the sale of a product or service. CTR is definitely a desired behavior in the progression of the banner ad campaign and moves the user in the right direction—one step closer to interaction with the brand. Companies are struggling with banner ad placements and measurements, CTR versus CPM (Cost Per Measurement), and are not always asking the appropriate questions regarding these rates on a Web site. First, ...
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