How are things really? Just the facts

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There are even studies using eye-tracking to prove that people don't see banners .

Let's look at a recent study from ComScore:
March 26, 2012. ComScore US-based vCE Charter Study, 12 Largest US National Advertisers.

31% of advertising media were out of sight, meaning that there was no way to “psychologically reject” this advertising;
72% of advertising campaigns contained impressions of questionable or prohibited content;
The study clearly showed little or no connection between CPM (impressions) and advertiser value;
Neither ad visibility nor audience quality were taken into account when allocating marketing budgets.
3. Analytics of media advertising effectiveness

Buying and evaluating ads by impressions (CPM), clicks (CTR) or actions armenia consumer email list (CTA) is a throwback to the 90s.
These outdated metrics have been refuted by common sense and research.

April 4, 2011, March 26, 2012, April 24, 2012, ComScore, Pretarget

Mouseovers/interactions with ads (correlation = 0.49) and human-viewed ad impressions (correlation = 0.35) showed the highest correlation with conversion, while CPM impressions (correlation = 0.17) showed the lowest;
10% of the entire Russian Internet audience clicked on at least one banner in August 2011. 2% of the online audience – “clickers” – made 58% of the clicks;
Your ad being seen by the target person means more than a click – if you have conversion metrics for your business (back-end).
In the end

It is important to control not the number of impressions or clicks, writing off their small number to "psychological aspects", but real views made by real people on the pages of high-quality sites. And also the actions of these people after viewing banners (clicks to the site, calls to the company, going to the store to make a purchase).

P.S. Common mistakes in media advertising:

1. The absence of a “Goals and Objectives” section in the media plan.
2. Creativity is above the goals of the advertising campaign.
3. Clicks, CPM, CTR, CTA are an incorrect assessment of the effectiveness of media advertising.
4. Overlapping audiences.
5. Lack of a clear understanding of the target audience, targeting, and message format.