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Its called Brand Awareness. People are inclined by nature to do business with companies whose names they recognize and trust. The more you see a company name the more likely you are to do business with that company. Twenty of us can have the same ad and that is then branding the name in your head. That is the objective. Most people will never click a sig ad, but when they decide where to send their traffic, those sig ads will have had a subliminal impact on their decision.
It doesn't matter if a webmaster signs up from a link on my sig for example. What matters is that if a company is in my sig they can be assured I've looked at the program, usually tested it myself, and am saying this one works well. It might not be the best out there, but I qualify my advertisers before agreeing to take their ads.
So if people see a program advertised on the sigs of many of the prominent people here they can be assured the program is solid and converts well.
Personally, I like sig ads also in the respect that it shows a company is willing to invest in marketing and making its name well known and is wide out in the open.
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