Search and Display Beat Search Advertising Alone
By Anna Johnson on December 17th, 2008A Specific Media study of comScore data indicates that display advertising actually increases response to search based ads.
According to Specific Media, there is a direct correlation between display and search advertising. Its analysis found that brand- and segment-related searches for cars, automakers and vehicle classes were 100 percent higher in several categories after consumers were exposed to display ads for those brands.
Supporting these findings, a September 2008 study of Microsoft’s Engagement Mapping system by Atlas Solutions found that searchers exposed to display advertising were 22 percent more likely to buy than those who were not exposed.
Of course, before we all start pouring loads of money into display advertising, we should keep in mind that this research focuses on brand marketers with big budgets. What isn’t apparent is the impact other branding efforts have on display… which in turn may have an impact on search… and whether any of this is relevant to direct response Internet marketers…
Source: eMarketer, “Display Boosts Search Performance,” eMarketer, December 12, 2008
