When I said "nobody purchases directly," what I meant was that nobody presses a button to buy Pepsi or Coca-Cola when their ads air. Infomercials would be a goo

When I said "nobody purchases directly," what I meant was that nobody presses a button to buy Pepsi or Coca-Cola when their ads air. Infomercials would be a good counterpoint, as would direct sale telephone advertisements. But the best and most expensive television advertisements, from primetime to the Superbowl, are bought on the assumption that they increase brand awareness, driving future sales. In the online space, our ad networks seem to be stuck in a permanent parade of crosses between infomercials and billboards, attempting to push product right now. To me, that seems to be leaving a lot of opportunity on the table.