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Further Evidence Showing How Display Media Impacts Search

By Sarah Strauss | Director of Marketing

Performance display results continue to skyrocket for iProspect clients – we saw a 29% spend increase from 2012 to 2013 and expect a similar growth trajectory in 2014.  The results speak for themselves -  display does impact search – a concept more widely adopted by savvy marketers than ever before.

Marketers are also increasingly keen in their approach to targeting the right consumers. We’ve seen great strides in the area of programmatic buying, and we’ve seen a shift towards RTB over basic retargeting and direct site buys.

Researchers from Harvard and Ozyegin University in Turkey have just released a scientific study further proving the impact of display ads on searches.  The study proves that “Display advertising does indeed generate more search volume, clicks and conversions.” You can see the full Search Engine Land writeup here.

Back in 2009, iProspect commissioned Forrester Consulting to field a survey to 1,575 internet users regarding their behaviors and preferences as they relate to online search and display advertising. Read our full study here.

Our study revealed that 31% of Internet users INITIALLY respond to online display advertising by clicking on an ad, while 27% respond by searching for the product, brand, or company by launching a search on a search engine. Furthermore, 21% of Internet users respond to display advertising by typing the company URL into their browser and directly navigating to the website, while 9% investigate the product, brand, or company through social media venues or message boards. Overall, 52% of Internet users actively respond to display advertising in some way.

The newly released study is further proof that marketers must be mindful that all mediums drive users to search. Yes, this includes display media, but TV, print, out of home, social media, and in-store behavior also drive search behavior. Our study also showed that 67% of online users are driven to search from exposure to some offline channel, and that 39% ultimately convert, purchasing from the very company that caused them to launch their search after their initial exposure to some offline channel’s messaging.

No other digital tool positions brands for success as effectively as search.


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