Exclusive interview with Steve Doyle, ISM's Chief Commercial Officer, published in Campaign Asi
“Brands need to stop relying on CTR“, Steve Doyle, Chief Commercial Officer, InSkin Media
Campaign Asia, Steve talks about the importance of moving away from click-through rates (CTR) in order to gain a deeper understanding of ad effectiveness.
Steve believes that “A click- through rate is only the beginning of a journey for a consumer, and with brand advertising to fully understand the value of your message to user, you simply need to know more.”
Steve joined ISM in 2009 and he is responsible for all ad sales revenue, and agency/advertiser adoption of ISM’s innovative ad formats globally.
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