Try to remember, when was the last time you clicked on a web banner ad? In the last few months? In the last year? If it's been a while, don't feel bad. A recent study by ComScore and Starcom shows that the number of people online who click display ads has dropped 50% in less than two years and, what's more, only 8% of internet users account for 85% of all clicks.

It seems the days when flashy animated banners would successfully lure browsers to websites are officially over, and banner ad click-through rates have become useless. Does that mean it's the end of the banner ad?

Not at all. We simply need to change our perspective. While click-through rates of banner ads have dropped significantly (and those who do click seem to be primarily lower-income young adults), banner ads can still successfully deliver your branding and its message, and are still a strong component of our online marketing strategy. ComScore found that online users exposed to a particular brand's display ads conduct more searches on that brand's name, and there seems to be strong correlation between banner ads, higher interaction times on brand sites and better-performing paid search.

Don't start an online advertising campaign with clicks as the main goal, otherwise the data suggests that you'll be sorely disappointed. Instead, figure out how display ads fit into your larger marketing plan. Focus on building your brand awareness, or sending a particular message rather than enticing others to visit your site.