signor_john - 3:11 pm on Jun 8, 2009 (gmt 0)

But it seems like "window shopping" should be as popular as ever and an advertiser that's in it for the long run will be happy to have ads on that sort of site.

The thing is, direct-response advertising is intended to evoke a response right now, and advertisers who measure ROI from their direct-response campaigns are interested in current conversions, not in building brand awareness.

To use an analogy, AdSense cost-per-click ads are like the classified ads in your local newspaper's car section that say "2009 Rockbuster Pickup Demo, $19,999." They aren't intended to sell you on the Rockbuster Pickup (that's the manufacturer's job), or even to instill good feelings about the Shelbyville Rockbuster dealership. They're just intended to get you onto the dealer's premises in the next day or two so you'll buy that Rockbuster pickup or one of the other vehicles on the lot.