Nice Compete analysis of a display brand campaign by Ford on Yahoo!.  I think the impulse to move beyond the click is gaining steam and we’ll see more messages like this one.  Advice from the Compete post:

Marketers can and should still look for early indicators of success.  But rather than click-through or even short-term view-through, the best view of immediate impact will utilize different metrics: new data like user interaction and duration of exposure, as well as old measuring-sticks like message recall and brand favorability.

I completely agree.