I spent a few years working closely at a regional ad/P.R. firm in a smaller metro, and the game was to convince companies to spend because their competitors are spending. Although there might be good tools out there to measure results, it would only create more work for an ad staff that already has received buy-in from traditional advertisers. (Although that's changing now.) Disrupting that non-measurement disrupts the steady stream of, what is IMO, clueless revenue that's been F.U.D'd into an ad spend. I mean, F.U.D. was the business model half the time.