Sometimes I forget just how new online media is.  I guess if you live and breath it, day in and day out you assume that most are on the same page....or at least headed in the same direction.

I want to spell out a trend that has been taking shape in the industry for quite some time.  I think the fact that comScore has even now started to tackle this issue means we all may be ready to turn a corner.

The issue is this:  More and more ad spend is coming across our desks looking for the wrong thing.  CTR.  People call me and say, "...I want to place my branding in an area of your outdoor network that has strong engagement....something with a high CTR."  Most recently, it has gone one further where people are calling and saying, "...put me anywhere you want, as the long as the CTR is higher than X%."

Listen, if you want to pay someone to pump your ads and game the system, we're not it.  And here is why:

"...because a click is such a hard, tangible metric -- despite the fact that 8% of Internet users account for 85% of the clicks (and chances are, that other 92% is buying most of your products.)"

And not only this, but more data is coming out that says clicks skew towards the lower HHI.  So by optimizing the click, what you are forcing your publisher to do is focus your branding in areas of their sites that attract candidates who are not above average when it comes to income levels.

I am hoping that 2010 will be the year that both direct clients and agencies can get beyond the CTR and begin to recognize online media for what it is.  90% of your purchases are coming from people who saw your ad, remembered it and went to a store or purchased it online.  Kind of reminds you of print doesn't it?