Online's Ad Challenge.

The article focuses on advertising on the internet. It states that while online advertising generated 22 billion dollars for 2009 in the U.S., 65 percent of it is in direct response advertising instead of brand-building advertising. It suggests web page layout design is flawed and that banner ads need to be replaced with half-page ads with a variety of advertising assets. It suggests that tracking ad-clicks is an ineffective method of measuring branding and suggests other methods are needed.