The value of offline advertising is difficult to measure, as metrics such as impressions or click-throughs are not sufficient for certain goals like increasing familiarity with a brand. Effective ads aim to attract attention that reinforces brand values, rather than just grabbing attention. Some online ads struggle with this balance, resulting in cluttered and unengaging formats like leaderboard ads. In contrast, effective offline ads can be remarkable, informative, and memorable, making them more impactful than their online counterparts.