Starcom in the US have once more collaborated with Comscore to better understand those who click (online that is!).
Whilst the study is US based, we can pretty safely assume that as a market Australian 'clicker's would exhibit similar behavior. This is evidenced by declining overall click through rates.
The good news is, we can and do offer digital measurement techniques & tools built to provide deeper performance analysis. An example of this is Starcoms Digital Pathways, which provides us the ability to understand the impact of all digital tactics and particularly their inter relationships (eg display, performance, search).
More holistically, Starcoms Intentrack was developed to measure "performance" across all communications touch points (also inclusive of their inter relationships). We have robust Intentrack category learning's available in Australia now and have client based performance projects in field.
As the media landscape continues to evolve at such a rapid pace, so does the way we measure it. At Starcom we are fortunate to have the Global scale and resource to make measurement evolution a reality. For more information, feel free to get in touch.