Research is only a guide

In Mediapost.com, eMarketer issued a report of online measurements not accurately taking branding into consideration. http://tinyurl.com/mg8ft7.

With any results, it's important to evaluate your results versus your original objectives. When measuring branding, you don't use a retail-type measurement to evaluate your results. As the report states, targeting and relevance is much more important the the number of impressions.

One of the beautiful strengths of Internet advertising is quantifiable results. It's also a disadvantage if you use measurements that don't coincide with your communication goals.