Banners are good for more than just clicks

"If you’re only doing banners and buttons and only tracking clicks, you’re missing a huge opportunity."
-- Shawn Riegsecker of Centro, on the integration of online and offline campaigns. During his presentation at the recent Web Association event, Riegsecker talked about advertisers who saw their ROI on pay-per-click ads drop 30-40% when they discontinued their online branding campaigns that included banner ads. His point: Generating clicks isn't the only way a banner can be successful.