What You Think You Know About the Web Is Wrong
If you’re an average reader, I’ve got your attention for 15 seconds, so here goes: We are getting a lot wrong about the web these days. We confuse what people have clicked on for what they’ve read. We mistake sharing for reading. We race towards new trends like native advertising without fixing what was wrong with the old ones and make the same mistakes all over again. Not an average reader? Maybe you’ll give me more than 15 seconds then. Here’s where we started to go wrong: In 1994, a former direct mail marketer called Ken McCarthy came up with the clickthrough as the measure of ad performance on the web. However, the click had some unfortunate side effects. In 20 years, everything else about the web has been transformed, but the click remains unchanged, we live on the click web. It’s no longer just your clicks they want, it’s your time and attention. The data gets even more interesting when you dig in a little. The most valuable audience is the one that comes back.
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