Yet they are missing the effect of building brand equity though awareness may have on future returns on investment. Also called page views, these count how many users call up a page with an ad banner on the ad and allow it to load onto the page. Counts how many people click on an ad banner. Click-through rates range from 1 percent to 10 percent of page views. Keyword searches .
Search engines sell banner ads for particular, popular searches on their site.
Sponsors generally obtain more prominence or exclusivity in particular areas on a web site. Joint development . In this model, the advertiser's brand and products are integrated into the content of the site itself, often in a game or narrative, thus blurring distinctions between advertising and editorial. These models and measurements are among those that have been developed for the web, but no one has been ubiquitously accepted or gained a firm hold. Furthermore, these measurements have shown that banner advertising is much less effective than many had originally surmised.