"Clients must move beyond click-through rate as a metric in online ads" says Steve Doyle,


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InSkin Media’s Chief Commercial Officer, Steve Doyle, says marketers need to move beyond click-through rates as a measure of effectiveness in online advertising. Steve Doyle, who was in Australia last week to promote InSkin’s new partnership with analytics firm, Moat, also argued the Australian industry as a whole needs work together on agreed standards of viewability.

Click-through is a useful indicator but at the end of the day if you are just looking at the number of clicks you are not looking at the depth of engagement or quality of the interaction. It’s a proxy for direct response mentality advertising, looking to have some sort of metric on a brand campaign. We want to move the dial and allow advertisers to better understand how to measure brand advertising online,” Steve Doyle, Chief Commercial Officer, InSkin Media

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Steve Doyle, Chief Commercial Officer, InSkin Media


Steve Doyle, Chief Commercial Officer, InSkin Media

READ MORE FROM STEVE:

“Fixing the Broken Viewability Model”

“Moving the dial: viewability for online branding”

“Brand Messaging on Smartphones”

Brands need to stop relying on CTR“

“We Have To Evolve How Brand Advertisers Measure”

“Why are we using old-fashioned numbers to measure modern success”

Steve is responsible for InSkin’s global revenue, and agency/ advertiser adoption of InSkin’s ad formats. He is on the board of the IAA UK Chapter, has chaired the IAB Video Council since 2012, and was named Commercial Director of the Year at the IPA Media Owner awards 2013. Steve joined InSkin Media in 2009 from Virgin Media/IDS where he spent 4 years as Sales Controller.

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