caribguy - 8:50 pm on Oct 1, 2009 (gmt 0)

Initial disbelief when reading

[..] a low number of clicks doesn't necessarily mean banners don't work, but that marketers are looking at the wrong success metrics

Never admit defeat ;)

But this part intrigues me:

consumers exposed to a display ad were more likely to visit the advertiser's site than users who never saw the ad

How can we measure this residual effect?

Edit/Added:
1st comment seems spot on:

companies doing Internet studies can study themselves out of business if they don't say something positive