Click-through Rate, or CTR, is one of many pieces of data that online marketers have to sift through in order to see how effective an ad campaign is. But in the entertainment field, this isn’t really all that valuable. When it comes to a banner with things like show times and ratings displayed right on the ad, what’s important is that a viewer looks at the ad, and not that they click on anything.

The average consumer doesn’t have an easy time dealing with complex ads that involve clicking for data in very specific areas. Thus, the number of times a link is clicked is not as important as the fact that the ad was viewed. This is especially true when an ad contains a lot of information that may satisfy all the questions a consumer may have.

Therefore, in the entertainment industry, engagement is a much better calculator of ad value than CTR. Yes, a click may show that someone is interested in a product, but depending on what is being advertised, sometimes it’s more important to keep the viewer engaged than to get them to click for more information.

In entertainment, particularly, a banner is often used as a source of valuable info for the viewer to use; when someone clicks on it, they still get more information. But for the average user, everything they need to make a decision about the event, product or service is right on the banner. (They may feel free to skip straight to the part where they go get tickets.)

Thus, while CTR remains a marketing industry standard, the rules simply don’t apply to entertainment marketing. For certain programs, social media may be a far better way to engage viewers, or sometimes the best way to promote a show is by using video advertising. In the end, staying flexible and making adjustments is the name of the game for an industry that needs to engage consumers rather than just count clicks.