According to Greg Stuart, the president of the Interactive Advertising Bureau, click-throughs hold only a little value in the performance of the ad. When AlwaysOn invited him to comment on click- throughs and online videos, he said video ads can increase brand awareness without click-throughs. He also adviced the broadband video industry that, "there's absolutely no relationship between a click-through and a brand attitude change – it has nothing to do with it whatsoever. Consumers hear messages, they see messaging and they begin to shift their perceptions about that brand as a result of that, and that again leads to that change of behavior. So I would be very concerned if the broadband video industry started to measure click performance as some metric. It's just not the right thing to do."