Time to Rethink Click-Through Effectiveness


SubPrime News - March 29, 2010

Chip Per­ry, the pres­i­dent and CEO of AutoTrader.com, shared some dra­mat­ic data about the plum­met­ing decline of click-through rates for deal­ers’ online adver­tis­ing. Per­ry stressed that automak­ers and deal­ers alike must tran­si­tion away from leads and clicks as suc­cess mea­sures. He insist­ed that indus­try pro­fes­sion­als learn to under­stand the Inter­net as an influ­enc­ing medi­um on vehi­cle shop­pers.