You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract What to Measure? Only 16% of the Web Is Clicking Display Ads But ComScore, Starcom Study Shows Banners Are Still Effective -- Especially When Paired With Paid Search By Kunur Patel, Published on September 30, 2009 29 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.