Matt Dickman on Interaction Rate
Matt Dickman writes about “interaction rate” a metric used with rich internet applications.
[tease]
Flash and AJAX technologies have gone a long way to creating more engaging ads. The challenge with the new technology is that traditional metrics aren’t making sense anymore. Flash technology is allowing much more content and interactivity to be placed in ads. So, how do you measure engagement beyond the click through?
Interaction rate (IR) has stepped forward as the de-facto measurement for rich media ads. Let’s look at what it means. First, it’s interesting to note that IR is not a standard and different companies and websites measure it in their own home-brewed way. I think PointRoll’s definition is the best to date. They determine IR as “the total number of unique interactions per impression divided by the total ad impressions”.
[via Jeneane Sessum]
[via Blogger Stories]