Businesses focusing solely on display advertising with their internet marketing strategies are making a mistake, according to one expert.

Linda Anderson, vice-president of comScore’s marketing solutions division, stated that this is definitely the wrong thing to do in light of new statistics from her organisation and Starcom USA.

In their Natural Born Clickers study, the companies found that 16 per cent of US internet consumers clicked on display ads in March this year, compared to 32 per cent in 2007.

Furthermore, 85 per cent of all clicks were accounted for by eight per cent of the online audience.

Ms Anderson said internet marketing services that "attempt to optimise their advertising campaigns solely around the click are assigning no value to the 84 per cent of internet users who don’t click on an ad".

She added that other research from comScore has shown that non-click methods of marketing can have "a significant impact".

In May, comScore revealed Yahoo! Sites as the top display ads publisher in the US.

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