There is constant debate on how to measure the ROI on online advertising? The grand pappi of all forms of online advertising is banner ads and traditionally click throughs are the general measurement of success. This tradition is a weak and arrogant approach to both how people use the internet and what the digital landscape represents as an environment.

The web is no different then any other public space, other than we all can quickly segment and identify the audiences that participate. I will offer myself up as a personal ginnypig to make a point.

I, sadly, particpate way too much in Yahoo fantasy sports, and all I know is that I have an incredible desire for a foot long Italian BMT since lining up my sunday fantasy football lineup this morning. If every fantasy footballer gives in to the lucious and incredibly appetizing $5 subway lunch the return on investment for their Yahoo sports banner ads start to look quite fulfilling.

The click through measurement needs to dissapear, pair it to the conversion of a billboard, or other outdoor mediums, and give digital marketers the same budgets. The internet is nothing more than another sunday walk down the virtual street but its audiences are much easier to target and group then at dundas square.