Have you noticed how good you have become at not seeing the advertising on many web pages? You know where it is, and you don't look over there. (With the possible exception of the tooth whitening and acai berry advertising, which seem to be everywhere.)
By comparison consider that television, billboard, transit, and print advertising all have to work without the possibility of a click-through. The click-through possibilities of electronic were so exciting, that the direct marketing model has come to dominate it.
I'm not sure that really makes sense. Because you just aren't in the market for a new CRM system every day. Or a new printer. Or even a weight loss remedy, as the ad below has.A typical example, from today's LinkedIn page:
Most of the ads I see online are about as exciting and engaging as reading the classified section of a newspaper. Or the obituaries. Neither of which most people read unless they are looking for something specific.
Advertising in other mediums has to be engaging enough to make an impact without the call of the click-through. In fact, traditional direct advertising is often significantly more engaging than online. I mention the printer example because I know at some point I will have to replace my trusty HP Laserjet 3600. And when the time comes, I will think about a Xerox solid ink printer. Reason: a lot of good advertising in a variety of media that has created a positive impression.
I really think it's time for a rethink in the model. The click-through has its place, but it has enjoyed too much status for too long.