Half of UK internet users have never clicked on a banner ad, according to recent research. A whopping 50.2% said that banner ads turn them cold, whilst only 6% said they click on banner ads several times a month.

The research revealed more bad news for advertisers as other forms of display advertising were also shunned by internet users. Pop-up ads were found to be even less popular than banner ads. Nearly seven out of ten people (69%) said they had never clicked on a pop-up.

Indeed, experts aren’t surprised by these statistics with many feeling that internet advertising should be more about awareness than direct response. To this end SEO takes on an even greater importance, ensuring visibility of your site above your major competitors.

If direct response advertising is proving so incredibly unpopular then organic optimisation can be seen as a more acceptable, cost-efficient and effective way of reaching your customers.