Re: What are your CTRs, everybody?

From: Nancy Raimundo <nancy.raimundo_at_denisonbrasil.com.br>
Date: Wed 31 Jan 2001 10:28:26 -0500

What are your CTRs, everybody?

The average CTRs in Brazil as similar to the rest of
world, 0,5% and is decreasing, as in USA. I am a media
person and this is a question we are asking each other
every day. The online media group in Brazil is very
focused in this question nowadays. I really believe
that online media plays the same role as "offline
media" with some particularities, as the possibility of
immediate interactivity. This characteristic can me
measure by CTRs, but the non-click-throughs plays a lot
of roles: branding, retailing, promotional. In the case
o e-commerce purposes or database, the conversion can
be done after a period (as it was ponctuated in a
Adnowledge research) . The placement and size work the
same as in the other media, depending mainly on the
creative side and also on the best use of new
production technologies. Again, the quality content of
the vehicle can affect not only the CTR but the whole
advertising goal, that´s why the media as an
important role in the strategic planning, which
includes to plan the best places. Of course, sometimes
this can run out of our hands, because something new
can appear in the content and you can not control this
all the time, but this happens with a TV show you
program based on the audience and historical quality
and then "the documentary", as an example, is about
something completely conflicted with your ad product.

Nancy Raimundo
Diretora Associada de Media / Associate Media Director
DenisonBrasil, a WPP Group plc Co.
Advertising DataBase Marketing
Action Marketing Interactive





Received on Wed Jan 31 2001 - 09:28:26 CST