1. T HE DEATH OF THE CLICK THROUGH RATE ! J UNE 2009 – P IERRIC D UTHOIT 1Istanbul, 2009

2. CPM, CPA, CPC, CTR … Is that measurement ? Internet gives a lot of tools to measure campaign efficiency But is that real efficiency ? The Efficiency formula can be written as follows: –Eff= Brand value x[ROI(CTR,CPC,CPA,CPM)] The Efficiency is measured in the P&L !!! 2Istanbul, 2009

3. ROI, engagement, interaction Digital media = Measurement BUT other marketing metrics are more important than CTR (*) –ROI –Engagement –Interaction (*)See Eyeblaster and TNS survey of 400 marketing executives 3Istanbul, 2009

4. How to measure display advertising efficiency ? Some ways to measure the real efficiency of the display of the brand messages: –Measure the search activities associated with the brand –Measure the visitation to the advertiser’s site –Measure the e-commerce and retail spending activities. 4Istanbul, 2009

5. Key learning Internet statistics should be included in the global Marketing KPIs Internet advertising is no longer only a response vehicle but also a branding vehicle Branding still matters ! 5Istanbul, 2009