Prepared for OPA Europe by ComScore. “The Silent Click” study looks at the impact on European users after their exposure to online brand advertising, including searches performed on the advertisers’ brands and visits to their websites. Among other findings, the study concludes that online brand advertising does indeed make an impact over time, just as offline advertising does, and shows that CTRs are essentially a Direct Response metric, making them inappropriate for judging the long-term effectiveness of online brand advertising.

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 silent_click_europe.pdf