Digital Tip of the Week: Display Advertising and Click Through Rates (CTR)
Based on numerous studies, including those done by Millward Brown, click through rates are important, but have to be taken in alignment with the bigger picture of an overall marketing campaign. The goal of your marketing over a period has to be well established, in order for you to use all your available mediums, including display advertising, correctly.
The best way to use display advertising on websites is for brand awareness. Despite commonly having a lower CTR than other digital platforms, tests have shown that display ads drive site visits. Multimedia marketing best practices mean display ads create another channel for your audience to associate your company with their needs, and effectively raise the buyers positive brand association and likelihood to become a client. Used effectively, this should be a crucial part of being seen where your audience is looking. Association websites are a excellent way to achieve this.