Internet marketers should not depend solely on clicks to tell them how successful their ad campaigns are, according to one expert.

Speaking to the Canadian Press, Andrew Lipsman of research company comScore said that marketing professionals should instead consider how an online brand can impact on offline consumer behaviour.

He noted that more than 1,760 online ads are viewed by each web user in the US every month, with Yahoo!, AOL and MSN and MySpace leading the way when it comes to display ads.

However, Google is the market leader when it comes pay-per-click ads, Mr Lipsman said.

"People are beginning to understand how these online ad exposures do have a brand-building impact," he explained.

"And as they begin to see the value in that and get out of the mindset it’s all about direct response and purchasing something online right now, more dollars will begin to shift online."

Experts at the recent ad:tech conference in Chicago claimed that better online marketing metrics are vital to ensuring the growth of the online ad sector, MediaDailyNews reports.

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