The display advertising industry has been described as "the little ad format that could" by one industry expert, as technology giants such as Google and Yahoo increase their efforts in this area.

In a post on the Econsultancy blog, Meghan Keane observed that many of those involved in the online marketing services industry are favouring other metrics for measuring display success, rather than focusing singularly on click-through rates.

She was responding to figures from Nielsen, which revealed that less than ten per cent of traffic on the internet is driven by search engines, suggesting that display advertising may be more effective.

However, Ms Keane noted that, while investment in this area may be wise, this is "not to say that search no longer matters".

In related news, Linda Anderson of comScore recently warned businesses not to concentrate solely on display ads when marketing on the internet, stating that other methods can be significant for brands.

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