There is seismic change going on in the baseball community, and the tremors that come from this change are affecting the entire media ecosystem. I came across this article (see link below) that really stopped me in my tracks.
There is a major difference between these two types of web behaviors, which can have a significant impact on whether or not an online advertising targeting strategy is successful or not. Understanding the distinction between the two is extremely important and has to be accounted for when planning an effective online, targeted advertising program.
The key to understanding the difference between ‘clickers’ and ‘converters’ is based in aligning attribution with causation. Causation indicates how a conversion occurred, with the goal being to drive additional conversions by recreating similar conversion paths. Clicks are considered a natural metric in digital search advertising and are utilized in campaign optimization strategies.
However, in digital display advertising, consumers arrive at a web site to view and consume content, not to find another destination compared to the goal with search. By default, many digital advertisers make the mistake of using a click-based optimization strategy when trying to optimize a digital display campaign. Optimizing for ‘clicks’ in a digital display campaign can actually be “anti-optimal”. At first glance, many advertisers feel optimizing away from clicks is counter-intuitive.
Why would optimizing for clicks in a digital campaign be anything less than optimal? The answer lies in industry research, web behavior and data analytics. Consider the following:
By optimizing for ‘clickers’ many digital display advertisers are literally optimizing away from converters.