The web isn't clicking

Here's a little secret for the folks at Google and marketers everywhere:

People don't come to the internet for the ads.

You can stop scratching your head over why only .09% of people actually click on your rich media creation and try to figure out a way to be relevant online.

Unlike TV, the internet is an active media. People are doing things while they're here. They're connecting with friends, researching a new car, spreading conspiracy theories, searching for recipes, and lying about the size of their body parts.

What they're not doing is waiting for your cool new ad to show up so they can stop what they're doing, click on it and go to your irrelevant microsite.

I'm not saying advertising online is worthless. Your presence builds awareness, and sponsorship of content that people want to interact with will build your credibility, likeability or whatever -ility you're hoping to achieve. 

Just don't go online expecting people to click on things that don't really matter to them.