While I agree with his overall point, his last statement is confusing: "It's okay to make an ad that isn't easy to measure. If it works, that's enough." How d

While I agree with his overall point, his last statement is confusing: "It's okay to make an ad that isn't easy to measure. If it works, that's enough." How do you know it works if it's not easy to measure? This is the thinking that leads to Leo Burnett charging obscene amounts for "3 points of equity". If you do not demand that your marketing team (or agency) give you metrics and demonstrate success/failure, then you have no way to know if your campaigns are successful. So what kind of metric can you use to measure the success of an ad that isn't primarily for clicking on?