Advertisers should stop fretting so much about metrics such as click throughs and impressions, says Brian Wong, founder of Kiip.me, a company that aims to use incentives to capture the attention of mobile users. It's more effective to think of online advertising in terms of "moments" -- the instants in which people actually engage with a brand -- and to focus on finding ways to maximize the value of those moments for an ad's viewers. "The advertisement was really never the 320×50 banner itself -- it's the connection that's created between the brand and the consumer," Wong explains.

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