Video Ads Don't Drive Clicks

Sep 14, 2006 | 1,496 views | by Navneet Kaushal
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According to Greg Stuart, the president of the Interactive Advertising Bureau, click-throughs hold only a little value in the performance of the ad. When AlwaysOn invited him to comment on click- throughs and online videos, he said video ads can increase brand awareness without click-throughs. He also adviced the broadband video industry that, "there's absolutely no relationship between a click-through and a brand attitude change – it has nothing to do with it whatsoever. Consumers hear messages, they see messaging and they begin to shift their perceptions about that brand as a result of that, and that again leads to that change of behavior. So I would be very concerned if the broadband video industry started to measure click performance as some metric. It's just not the right thing to do."

4.thumbnail Video Ads Dont Drive Clicks

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
4.thumbnail Video Ads Dont Drive Clicks
4.thumbnail Video Ads Dont Drive Clicks