Many common misconceptions here, the main one being that online advertising is completely click-dependent. The biggest share of the ad dollars is actually coming from brand-building campaings where dollars are spent for impressions that aren't even optimized for KPIs related to clicks.
>The biggest share of the ad dollars is actually coming from brand-building campaings where dollars are spent for impressions that aren't even optimized for KPIs related to clicks.
Huh. That's interesting, because it certainly is my impression that most online advertising is click-based, but I have little experience of the high end.
I know that I spend all my ad dollars on (or what I spent my ad dollars on when I spent ad dollars) are attempts at brand building. The thing is, if you really want to build your brand, you don't want the ads to be about you... you want the content to be about you. And that's kind of a different problem, at least if you are targeting sophisticated customers who won't read publications where the content is obviously bought.
If you include adwords-search in online advertising, cliks will dominate. However, if you look only at display (banners, links, video) then clicks are not dominant at all.
