Don't despair if nobody clicks your display ads

04/10/2012 | MediaPost Communications

A display ad that doesn't get clicked isn't entirely useless, writes Russell Glass. Online ads, even those that apparently go unnoticed, can serve as a customer's first contact point with your brand, and can increase the likelihood of a real-world sale somewhere down the line. "Although the prospect may not click on the ad, the display advertisement will create brand familiarity and trust," Glass writes.

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