I agree that on a straight CTR calculation, ad agencies could make a killing on text ads. However, I also firmly believe that you have to pay more to effective

I agree that on a straight CTR calculation, ad agencies could make a killing on text ads. However, I also firmly believe that you have to pay more to effectively reach certain people. Example: Men tune out banner ads. Especially internet-savvy ones. If you want to reach them, you have to either do something incredibly cool (like sponsoring FilePlanet to have no download queues for a day or Virgin America to have free in-flight wireless) or incredibly annoying (like those big 'stunts' you see on nytimes.com occasionally).