Two In A Thousand

In "Legends of Interactivity, Part 2" we saw that the click through rate on a typical banner ad is under 2 in a thousand.The question is, why is the level of interactivity so alarmingly low on display ads?We understand why response rates are low in traditional direct response media -- you have to cut out a coupon or tear out a card; fill in your name and address; take it to a mailbox, etc. It's