What is a click-thru?
Andrew GreenZenithOptimedia
BACKGROUND
The internet has been the fastest-growing major advertising medium worldwide every year since 2002, and was estimated to be worth some $18.5 billion in 2005.1 It plays a major role in peoples' lives. Home users spend an average of 62 minutes on-line daily in the United States, 50 minutes in the UK and 67 minutes in Brazil. 2
As an advertising medium, it offers three major formats: Search, Classified and Display (banners, sponsorship etc). In 2005 Search was easily the leading advertising format representing 41%3; and 56%...