Yahoo!'s chief executive officer Carol Bartz has used a conference speech to encourage website marketing services providers to place more focus on display advertising.
New Media Age reported the speech, made to the Internet Advertising Bureau Engage conference, called for greater emphasis on visual marketing.
She stated that, with 60 per cent of online marketing spending going on search, more needed to be invested in other areas.
The publication quoted her as saying display marketers "aren't really doing enough" and ads could "bridge the emotional divide".
However, she added that advances in social media meant traditional banner ads have been replaced by developments such as interactive video and locally targeted content, which she identified as "increasingly important" for display marketing.
As well as Ms Bartz, online PR specialists speaking at the conference include Bruce Daisley – who runs Google's display advertising in the UK – and Qi Lu, president of Microsoft's online services division.
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