I've never clicked a TV ad, direct mail flier, or billboard. That doesn't mean those ads are worthless. This is often a somewhat silly metric for measuring advertising depending upon the goals of that advertising.
Quote from the article:
“Today, marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84 percent of Internet users who don’t click on an ad. That’s precisely the wrong thing to do, because other comScore research has shown that non-clicked ads can also have a significant impact. As a result, savvy marketers are moving to an evaluation of the impact that all ad impressions – whether clicked or not – have on consumer behavior, mirroring the manner in which traditional advertising has been measured for decades using reach and frequency metrics.”
Quote from the article: “Today, marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84 percent of Internet users who don’t click on an ad. That’s precisely the wrong thing to do, because other comScore research has shown that non-clicked ads can also have a significant impact. As a result, savvy marketers are moving to an evaluation of the impact that all ad impressions – whether clicked or not – have on consumer behavior, mirroring the manner in which traditional advertising has been measured for decades using reach and frequency metrics.”