What is a click-thru?

This paper discusses the 'click-thu', the primary way that users interact with the worldwide web mainly through moving and clicking their mouse.

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%...

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