File Under: Glossary

Direct Response

On the Web, direct response usually refers to a clickthrough on an ad banner.

Many advertisers will audit the effectiveness of a campaign based on the number or percentage of direct responses. While this can lead to the hard-bargain, cost-per-click deals that almost entirely ignore the branding value of web advertising, evaluating response is often the best way to an honest audit of the product, advertising message, and ad placement.