The usage of online display ads has grown over the course of the year, new research has indicated.

According to findings from a Nielsen Online survey, strategies incorporating online display ads reached 22,794 in the second quarter of 2009, a growth of 11 per cent from the same period in 2008, Net Imperative reports.

The gaming industry and ecommerce in general recorded the highest rises in the industry, reaching 39 per cent and 25 per cent respectively.

Alex Burmaster, Nielsen’s UK-based communications director, stated that cheap rates and the desire for greater accountability in advertising were the reason growth in the sector had been observed.

"With online you can still do quite a bit even if you don’t have a huge budget – particularly if you buy advertising on a cost per acquisition basis," he said.

In recent news, a comScore Ad Metrix study indicated that social media sites were increasingly being favoured by those involved in online marketing services as a channel for hosting display ads.

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