Thursday, 8 January 2009

Display advertising drives search activity

Another new piece of research on the role of display advertising has indicated that it has a significant impact on search activity. The survey by US company Specific Media tracked over 60 advertising campaigns to take averages that demonstrated a direct correlation between display advertising and search. It found that consumers exposed to display advertising were more likely to search for brand terms (such as an automotive manufacturer), and segment terms (such as a type of vehicle), than unexposed consumers.

There's perhaps no great surprise there, as brand awareness will drive user behaviour in many cases, and the study shows that display advertising has a direct impact on both paid and organic searches and clicks. However, it's another piece of research that supports the role of an integrated marketing campaign, both online and offline, although the value of the additional traffic based on the extra spend would need to be assessed by each advertiser.

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