From a Mouse Click to a Heart Beat

Ian Wright and Sarah Everitt

The article discusses the best ways to measure the effectiveness of online advertising. Click-through, an obsession with many advertisers, is inadequate and liable to bias: it only captures 1% of the effect.

From a Mouse Click to a Heart Beat

Ian Wright,OTX Europe

Sarah Everitt,Google

AN OBSESSION WITH CLICKING

Online advertising has well and truly arrived. Figures from the IAB showed that in the first half of 2008, total spend on online was £1.7billion...

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