Display Gives Search The Edge

Search marketing performs much better when supported by digital display advertising. That’s the clear conclusion from recent research into what has historically been a very hot topic. A Specific Media study of comScore data showed that brand- and segment-related searches (for cars, automakers and vehicle classes) jumped by more than 100% in several categories after consumers were exposed to display ads for those brands. Meanwhile, a study of Microsoft’s Engagement Mapping system by Atlas Solutions showed that search clickers exposed to display advertising were 22% more likely to produce a sale. David Hallerman, senior analyst at eMarketer, agreed and commented: “Often it’s not the search ad alone that gets consumers to act, but the context of all the marketing that preceded it.” Search Engine Room: January 15, 2009