The click rate is the percentage of ad views that resulted in click-throughs. Although there is visibility and branding value in ad views that don't result in a click-through, this value is difficult to measure. A click-through has several values: it's an indication of the ad's effectiveness and it results in the viewer getting to the advertiser's website where other messages can be provided. A new approach is for a click to result not in a link to another site but to an immediate product order window. What a successful click rate is depends on a number of factors, such as: the campaign objectives, how enticing the banner message is, how explicit the message is (a message that is complete within the banner may be less apt to be clicked), audience/message matching, how new the banner is, how often it is displayed to the same user, and so forth. In general, click rates for high-repeat, branding banners vary from 0.15 to 1%. Ads with provocative, mysterious, or other compelling content can induce click rates ranging from 1 to 5% and sometimes higher. The click rate for a given ad tends to diminish with repeated exposure.