I have noticed an increase in interactive flash animations especilly on 300px wide adsense ads. Many of them ask the visitor to rollover to either reveal what the ad is about, show a clip, etc.
So I wonder: the visitor is giving attention to this ad, is viewing its message -- without clicking on it.
In essence, the ad agency's objective is accomplished without a click, which would be a significant money saver if PPC is considered. This seems very ingenious on their part, and I wonder how this is handled by Google. Shouldn't there be a fee for a publisher if visitors interact with ads, regardless of clicks? CTR becomes irrelevant in this context.
Are you aware of anything being discussed in this respect?