Even though most online adverts are judged on their clickthrough rates, they can still have a positive effect on a brand without necessarily directly selling the product, says an industry expert.
Online lead generation is too concentrated on getting high clickthrough rates when a brand can make an impact without this, says an industry expert.
Jack Wallington, senior programmes manager at the Internet Advertising Bureau, made his comments following the news that Google is releasing a new product which will allow people to flick through news stories online similar to a newspaper.
He pointed out that even though someone may not click through on an advert, just by seeing it in on the screen or in a newspaper that person will be aware of a brand or product that is sending out a marketing message.
"Sometimes the focus is moved away from the actual branding power that an advert can have, so if they do move back to that I think this particular technology could help," Mr Wallington said.
The new service, Google Fast Flip, was announced this week and the company claimed it will allow users to browse through bundles of stories from different news providers.
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