Study: Effective Display Advertising Raises Search Performance For Brands

In our corner of the advertising industry, a lot is made of the distinction between display and search.  What I often talk about is how both sides have deep interrelationships that serve to drive each other's growth.  I also believe the effectiveness of display advertising is fairly measured in many ways beyond its traditional metrics.  One new way is to include its effects on search.  And I'm always enthusiastic about the coming expansion in online brand advertising generally.

I found an interesting slideshow that pulls together a set of sources to come to the conclusion that consumers who have been exposed to display advertising have a significantly greater likelihood of of clicking an advertiser's paid search link. It references a controlled study  and concludes that display nicely gooses SEM performance.

Although the most significant lifts were seen in Travel, Health and Personal Finance for branded items, Autootice showed dealer name and brand search lift of 123%  - more than double the search volume for display advertising of the dealer's name.

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Automotive consumers exposed to a dealer's display ads were 183% more likely to click a paid search link for that dealer.

It's stuff like this that supports my concept of the online advertising space as one where the pursuit needs to be of effective online advertising as a whole.  The industry should worry less about conceptually compartmentalizing the different online advertising products and worry more about finding where the greatest effectiveness is for its customers, because we are only beginning to discover how mixes of different approaches are adding up to more than the sum of their parts.

Comments

[Effective Online Advertising F]

[...] Research shows that display complements search. CPC and CPL advertisers in auto and real estate should do everything they can to get the full value from their campaigns, including running display campaigns in tandem with CPC – imparting the same flexibilities that the CPC world is known for over to display.  The right technology platform and workflow management are going to get you there. [...]

[Google Display Advertising Nam]

[...] that sounds familiar.  Welcome back, [...]