The document provides presentation notes for a talk given to IAB Mexico. The key points are: 1) The presenter will review what works to build brands online by focusing on metrics beyond direct response like click-through rates. 2) While click-through continues to dominate online marketing, research shows that online ads can build brands similarly to other media and creativity remains important. 3) Large format ads like billboards have been shown to be most effective at moving metrics like awareness and purchase intent, reinforcing the message that "bigger is better" for online brand building.