Posts tagged with Direct Response

Snapchat opens up to the web in a big way with new Paperclip linking feature

Since its launch, popular messaging service Snapchat has only been accessible via iOS and Android apps. The Snapchat ecosystem has been totally closed off from the outside world, including the web.

That stands in stark contrast to Snapchat's biggest competitor, Facebook-owned Instagram. In 2012, it made user profiles accessible on the instagram.com website, and most recently, it upgraded its mobile web app to allow users to post content. Previously, content posting could only be performed via the Instagram native mobile apps.

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Microsoft and comScore: the click of death for the click-through?

The click-through is arguably the most powerful metric on the internet. It is largely the criteria upon which many online ad campaigns are judged and a billion-dollar economy has been built upon it.

But is the click-through really all it's cracked up to be? Sure, it works well when you're doing direct response advertising. But what about brand advertising?

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