The click is under assault. Long the success metric of choice in online advertising, the simple measurement is under fire from all sides as a serious impediment to the Web’s development as a brand advertising medium.
Even some of the click’s biggest proponents over the year — Google, for example — now say it’s inadequate and can do a disservice to Internet advertising designed to persuade consumers and create demand. Count Right Media co-founders Mike Walrath and Jonah Goodhart in this camp. The duo, which pioneered the ad exchange business which was largely based on clicks, are now of the opinion that it’s not good enough.
“The click is just doesn’t make sense for brands as a metric,” said Goodhart.
Walrath and Goodhart are instead betting on a new form of interaction: the mouseover. Their thesis is simple: a mouse hovering over an ad is a direct proxy for attention. Their new startup, Moat, hopes this becomes a standard tool for brand advertisers, particularly since some studies have shown click rates have no correlation to brand lift success.