VTR (view through rate) is an estimation of the number of impressions viewed during the advertising campaign, (as well as estimation of realized advertising contacts).
- VTR = 100% * Views / Shows
It gives the subjective attraction of the advertising medium, which consists of medium and advertisement messages. Moreover VTR has direct relations with indexes:
- CTR = 100% * Clicks / Shows
CTR reflects the subjective informativeness of the advertisement message (high – click, low – familiarization).
- CTI = 100% * Views / Clicks
CTI reflects the subjective consumer’s interest in the advertising message.
- CTR(v) = VTR + CTR
CTR(v) (contact through rate based on a view) has objective nature and lets estimate the effectiveness of capture of the consumer attention as a whole (three in one).