Those are very small sample sizes to make any assumptions from. 11 clicks for their test, and only 256 clicks for the larger referenced test. The larger test then makes a huge assumption in user behavior:
"So, arguably, a user who sees this ad and clicks legitimately on it will be looking to get a demo of the analytics tool we were marketing"
Uh, no. Just because the ad brought them to your site, doesn't mean the user wants to interact with your video. You got them there, you have to work to keep them.
"So, arguably, a user who sees this ad and clicks legitimately on it will be looking to get a demo of the analytics tool we were marketing"
Uh, no. Just because the ad brought them to your site, doesn't mean the user wants to interact with your video. You got them there, you have to work to keep them.