Findings from a new study by Starcom, Tacoda and comScore’ suggest “the click is dead” as go-to measurement of effectiveness for brand-building display advertising campaigns .
..The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public.
Further preliminary Starcom data suggests no correlation between display ad clicks and brand metrics, and show no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked. The research presentation suggests that when digital campaigns have a branding objective, optimizing for high click rates does not necessarily improve campaign performance.
The study only bring to light the problem faced by marketers(if they are aware of it, that is) and the agencies helping them. action being tracked and metrics clearly defined, using the medium for purposes of brand-building and brand loyalty is a problem waiting to be solved.
More on the study here.