Dive Brief: 

• Advertisers and agencies often pay big money to conduct brand surveys measuring the effectiveness of online ads, but unfortunately, the survey model still has a way to go as the perfect measurement tool. 
• The biggest problem with surveys is that it's difficult to reach the target audience — pop-up ads have less than 1% return rate, while panel surveys are taken by so-called "professional survey takers" that opt-in for the activity. 
• Some brands and agencies have found success in offering a one-question survey, which reduces the drop-off of multiple question surveys but gathers very limited information. 

Dive Insight: 

It's not fair to say that marketers aren't doing the best they can with what is available. Currently, click-through rates and surveys are the only methods available to measure online ads. Until better developments are made in the process, marketers will have to do the best they can with what they have. What's most important is that they dedicate time to improve the system and find a better way.