Display Gives Search The Edge

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

 

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