The click-through rate( CTR) determines the quantity of clicks. Since the quantity does not necessarily stand for the advertising success of a banner, the view-through rate(VTR) is also recorded for quality evaluation.
The View-Through Rate is used to record the number of times an advertising campaign is viewed and the number of advertising contacts realized. The view-through rate gives a subjective impression of the advertising medium and its appeal and of the advertising message.
View-through rates are much higher than click-through rates. They are expressed as a percentage and determined from the views per campaign. The advertising success is made available to the advertiser in the proofof performance.