[cstavish]

While I largely agree with you, not all ads need to be clicked in order to be considered effective by the advertiser. Look at a Coca-Cola billboard, for instance. There's no action item to call this number TODAY, etc. Just brand reinforcement... And that's valuable to many companies.

[bikamonki]

Good point. I do read that lately this 'brand building' is the key value offered by ad vendors. Although I am not so sure of its effectiveness (ROI), maybe its just a sales tactic in response to a dying business model (PPP & PPC). Yet, this is another subject.