0.4% is avg click thru rate. Tiny, tiny. For Singh, makes him think we need a new model. First we had "paid impression," the holy grail, the extended to paid impression plus click thru. But when click
thru rates weren't so great, well, they play a branding role ... kept getting more sophisticated but is it delivering value that we need?
We need to think holistically about an impression-plus
model. Paid impressions + organic impression (sharing) + organic engagement = value to me as an advertiser.
Don't want to be sold on CPMs or click thru rates. I want to understand, will this
paid media jump start social or organic engagement? I suggest every digital media company think along these lines.
Calculate value along organic lift. HuffPost does it extremely effectively.
When an article is shared, the advertiser's msg is shared with it. Calculated for value.