As soon as a certain marketing tactic becomes more measurable it gets held to a higher standard. Most big advertisers don’t think twice when they spend millions of dollars on a TV ad because they have only fuzzy metrics to measure it against. Rarely is someone allowed to spend millions on Paid Search and not have to account for how much business it drove down to the last dollar.

Once Internet TV becomes a reality advertisers will know exactly how many people watched their ads and I think it will drastically change the way ads are created and targeted.

Just because its hard to measure doesn’t mean it doesn’t have value. Brand marketing is important without question. But sometimes direct response channels can be held to too high of a standard.