the CTR may be very low on sigs, but i think of them more as billboards...
when you see a McDonald's billboard on the side of the highway, you probably don't pull off at the next exit to hunt for one... but the next time you are on a main strip and there is a fast-food choice, marketing experts have reason to believe you may be more likely to go to McDonald's if you recently saw one of their ads
same thing for affiliate programs... when looking for a fresh sponsor to try one day, you may suddenly remember seeing a particular banner on here and manually type in the URL to check them out
to me, it's the same thing

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