On banner ads? Lower-income middle-aged people outside large urban areas with a propensity to visit auction and gambling sites. That's not the point, though. B

On banner ads? Lower-income middle-aged people outside large urban areas with a propensity to visit auction and gambling sites. That's not the point, though. Being exposed to a brand's banner ads increases one's likelihood of searching for the brand, visiting the brand's website, making a purchase online, and making a purchase in a store. There's a reason why online advertising technology today is so focused on measuring 'view-through' conversions - as the pool of heavy clickers decreases, click-through rates are less and less correlated with the actual effectiveness of the advertising.