Gian Fulgoni from ComScore showed some interesting stats from research into click-through rates and so-called "view-through" rates and how those rates translate into offline buying and purchase.
Guess what? It's not the click-through rate that is the dominant driver. It's the view-through rate. Fulgoni repeatedly called on the industry to come up with metrics that are not all about
click-through to measure true online ad campaign effectiveness and value.