Four out of five web users would be more inclined to click through to an online ad if it were relevant to their search, but ignore most links because they bear no relation to the original search, reports Netimperative, citing a Crystal Semantics survey. Some 46 percent of respondents felt that ads alongside search results were often bizarrely unrelated to the search.

"Existing techniques provide too many poorly targeted results and are not providing value for money," concluded a Crystal Semantics spokesman. The survey also found that pop-up advertising mostly infuriated people, with the vast majority (82 percent) of respondents saying pop-ups are the most intrusive and therefore cause damage to brand.

When asked about the most effective online advertising techniques, 33 percent suggested banner advertising, followed by 30 percent for ads alongside search results.