Online branding stands accused of simply not measuring up. A single word death to advertising of any kind ineffective.
People selling the ad space say it works, people buying the ad space have a different story.
Reactions range from enthusiastic support, to cautious indifference, to total disappointment in the medium. The disaffected have been led to believe the Almighty Clickthrough can measure anything on the Web. The truth is, clickthrough is proving ineffective for measuring a number of things, and brand advertising tops the list. While the industry has blindly followed the clickthrough grail, the fact is there s no one metric that works for all ad campaign purposes. Like the TV ad, you want online ads to prompt consumers to remember Coke and have positive feelings about the brand the next time they re in the supermarket.