"Heavy clickers" are predominantly female Midwesterners with some concentrations in Mid-Atlantic States and in New England looking for sweepstakes. -- Dave Morgan @ Media Post
"I suspect that heavy ad clickers in social network sites and other social media are more likely to trend lower in both economic and social capital than the average user." -- danah boyd
A new ROI model for non-transactional online ads would somehow include the amount of brand exposure time and factor in browser resolution and user's activity (scrolling, mouse-hovering, non-clicking interaction with the ad unit) because all this stuff ultimately affects user's memory.
In July, Nielsen has switched from pageviews to minutes.
Study: Banners Work Even When No One's Looking
Study: Banner Ads Affect Memory