“The number of people online who click display ads has dropped 50% in less than two years, and only 8% of internet users account for 85% of all clicks, according to the most recent "Natural Born Clickers" study from ComScore and media agency Starcom”.

This was predictable, because consumers are always don’t want to be involved with branded ads and much more, they don’t like to “land” in companys’ official sites.

(source adage.com)

This was predictable, because consumers are always don’t want to be involved with branded ads and much more, they don’t like to “land” in companys’ official sites.
Much more they are trying to get something done online and display ad is getting in their way.

Online advertising must create value for users.

In the other hand, search advertising, because it is relevant to what users are already searching for, creates enormous value.

Google is the ONLY company that has succeeded in web advertising. Why? Because they perfected search advertising, an entirely web-native form of advertising, whose value proposition is perfect for the web and which has no offline analogue.