Are clicks overrated?

Advertisers may be too hung up on the rate of click-throughs for their online ads, according to this article. Capturing a consumer just at the moment he's interested in a particular product or service and likely to click on an ad is a hit-or-miss proposition, Simon Owens writes. Studies suggest a better strategy may be to create lasting impression with an image -- such as Geico's Gecko -- that sticks with the consumer until he's ready to act

http://www.niemanlab.org/2011/03/the-geico-gecko-meets-the-aol-way-are-display-advertisers-too-obsessed-with-click-through-rates/