Bad Ad click throughs or wrong choice of advertising models

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Slashdot points to recent study that 6% of Web users generate 50% of the click-throughs. This study was conducted by Starcom, Tacoda and comScore. This requires change in how we look at advertising :

“While the click can continue to be a relevant metric for direct response advertising campaigns, this study demonstrates that click performance is the wrong measure for the effectiveness of brand-building campaigns,” said Erin Hunter, executive vice president at comScore. “For many campaigns, the branding effect of the ads is what’s really important and generating clicks is more of an ancillary benefit. Ultimately, judging a campaign’s effectiveness by clicks can be detrimental because it overlooks the importance of branding while simultaneously drawing conclusions from a sub-set of people who may not be representative of the target audience.”

Before coming to any conclusions, I would wait to know where were these clicks measured - search engines, social networks, portals, community sites…. The user behaviour and returns from the ads would vary across these sites and would it be wise to generalize the outcomes ?

Questions ?

• Where do consumers spend time, how you can build context on sites with high engagement but less ad context (social networks), would you want presence or conversions there ?
• Where consumers are seeking information (news, nice content, bookmarks), since there engagement is low, do you want to have impressions there or the clicks which are very very relevant to the page where user is directly landing in ?
• On any high trafficked home page of any web property, which is more wiser, impressions or clicks ?

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