"The data on post-view conversions is the latest information to come out of Engage AdKnowledge that seems to support the branding or awareness value of banner advertising. The company's first quarter report found that 32 percent of all conversions followed an ad view without a click."
yep, the common wisdom is that it takes quite a few ad exposures to result in a sale. The latest buzzword to describe this is "brand awareness". When the customer NEEDS to buy something, they are more likely to dust the cobwebs from their short/long term memory and start researching their purchase from names that they remember. The internet system of advertisers paying just for clicks through is flawed and dose not support what we know of the process of consumer decision making.
It is hard to measure brand awareness, that is why advertisers prefer click throughs. So the value of internet advertising is restircted formally to gets less credit than it deserves.