Eyeblaster: Digital Display Advertising + Search = More Conversions

Eyeblaster Creative published a great research note this week that reinforces something I've brought up here before: search and display advertising work better together and complement each other.  Each has its role in the "funnel" of customers leading to the conversion and they're complementary.

The Research Note they've published can be downloaded free from their site.  It's a great bit of work and more great news for display:

The main lesson from these findings is that each channel  plays a unique role in a campaign. While search harvests prospective customers that are already in the purchase  funnel, it reaches a limited number of people. Display increases reach by soliciting as many customers as possible  and moving them into the funnel. therefore, the role of each channel is not mutually exclusive, as evidenced by the conversions that are the result of a combination of search
and display.

Good stuff!