New Metric In Town - Pay per Hover

Comscore and Pretarget have conducted a study and come up with most interesting data on the correlation between ad hover and interaction and conversions. According to them the normal way of buying media on the net was ineffective as clicks' correlation with conversion was way lower than ad hover and conversion.  The fact is that when one hovers over an ad, even without clicking through, the impression has been created. What is important in a visual.medium like this is the fact that the ad needs to be viewed effectively.  The obvious issue here is How do you measure HOVERS? Well, comscore seems to have the answer to that...we should have guessed! In any case, they make a strong point and the article is worth a read. There are other imp stats given as well (based on other studies) like ads appearing above the fold were 6.7x more effective at generating conversions than those appearing below the fold. Read the marketingvox article here http://www.marketingvox.com/research-do-we-need-a-pay-per-hover-ad-model-051010/?utm_campaign=newsletter&utm_source=mv&utm_medium=textlink