Online display ads account for around a third of the $40 billion online ad market. Advertisers mainly commission display ads to apprise internet users of their presence and not necessarily in the hope of immediate results. But click-through rates for display advertising have slumped to such abject levels that it is just too optimistic to expect immediate results with banner ads.

According to market research firm comScore, American internet users are increasingly becoming immune to display advertising. A recent comScore study found that the number of American internet users that click on a display ad at least once every month fell by 50% over a 20-month period. But according to Andrew Lipsman, director of industry analysis at comScore, it is not always correct to measure the success of online ads with number of clicks as the yardstick.

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