If not the click, than what?

Remember why you’re advertising…You are not advertising for clicks…What you’re advertising for is to sell me stuff or change perception, and that’s what we need to be measuring against.
Carrie Frolich, Managing Director Digital, Mediaedge:Cia

Average Click Through Rate (CTR) of display advertising

i've received an interesting research report from DoubleClick...one of the insights gives indications about average click-through rate of display advertising formats and obviously hits my attention...i'm sure many of you will find it really interesting...enjoy it and use it responsible ;D