The document discusses how click-through rates are not an effective measure of the branding impact of online advertising. It reports that 84% of internet users do not click on any ads in a month and click-through rates on individual campaigns are as low as 0.1%. Instead, the document advocates measuring changes in consumer behaviors like website visits and trademark searches after ad exposure to better understand branding impact. It summarizes various studies that found online display ads can significantly increase these behaviors even with minimal clicks.