Expecting advertisers to click on a banner ad is like expecting a newspaper or magazine reader to turn to a page and suddenly get up buy a car. Why is online advertising held to a different metric than other advertising?

Think about it--TV ads interrupt the energy of a television program, but advertisers don't expect an immediate response.

When we focus exclusively on clicks, we lose sight of 98 percent of the audience that's been exposed to the ads--impressions. Advertising is about building brand through awareness, consideration, purchase intent, with great creative. Eventually online exposure leads to sales, just like magazine, newspaper, radio and TV advertising does. We need to rethink how digital advertising is measured, since it builds brands, leading to increased revenue.