These ads are barely to completely non-interactive and the only people I can think of who would detract themselves from viewing their favorite site to click on banner ads are people with short attention spans.
I am just telling it like it is and just giving personal and professional opinion on how widgets can outperform traditional advertising. For example, why not use the ad space you bought and turn it into an extension of your website? Someone is basically letting you put your products, information, and content on their own site, like a little colony. Let´s maximize that colony to it´s full productive potential. A better way to explain this is, it´s not very intriguing for users to see a static billboard on a site and even less intriguing for them to click it and be redirected to another site. And no, the advent of browser tabs will not save traditional banner ads. My idea for widget ads would be to not even make them ads.
You could put your website in miniature form and put it on another site. The end user can then look around in your site, personalize and customize orders, and purchase what they want to right from that little widget ad.
Doesn´t that sound a million times better than static banner ads option who nobody really pays attention to and click throught is only “by mistake”?