As Stefanie points out, just about zero, in the new Adsense image scheme. Good point. I sympathize with this quote:
“Google’s making a public statement that the only value of a banner is when it’s clicked upon, and it flies in the face of all the research done in the last five years that demonstrates the impact a banner can have on brand awareness and purchase intent,” said Dave Moore, CEO of 24/7 Real Media, a New York-based company that sells advertising for 800 sites worldwide.
“Why shouldn’t I get paid for creating the step to the ultimate purchase?” Moore said.
Brand advertising *is* important, and does deserve some value. Will be interesting to see how this plays out. Clearly, if I am an advertiser and believe in brand advertising, AdSense images make a lot of sense, because (for now) I am getting a lot of free brand advertising. On the other hand, at some point either Google will begin to charge a fee for placement, and/or only image ads which are clicked on will run on the system.