How To Measure Banner ROI If Nobody Clicks?

"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
Subliminal Spam


  1. Most savvy marketers/agencies/advertisers are already looking beyond the click, especially when it comes to rich media. Almost all rich media technology providers offer as standard tracking the interaction rates (roll over, tab clicks, brand exposure in minutes, clicks) with their rich media units. On the conversion side, many advertisers utilize view based conversions and testing to evaluate whether or not banners influence subsequent visits and purchases on their websites.

  2. The problem with the current state of tech is that rich media tech providers measure interaction rates for a banner, not for the entire host page. The amount of passive or active attention a user pays to a banner depends not only on the interactive qualities of a banner, but also on its location on the page and on the context in which it appears and the competition for user attention.

    In other words, it puts the burden of performance optimization on the ad creator and not the site publisher.


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