To get there, we need to convince brand marketers of three basic things:

* Convince them that advertising on the web reaches a desired audience efficiently.

* Convince them that the advertising message is actually seen and has an impact on the consumer.

* Convince them that a dollar spent on the web actually pays for itself in offline sales.

This will require a leap away from the impressions and clicks mindset towards a more precise, meaningful and 360 way of measuring brand campaigns.

Let’s look at how we make all of this work for brand marketers like me the right way...