The presence of display advertising significantly affects click-through and search style across paid and organic searches and such ads can lift both types of search an average of 155%, according to a study by Specific Media, writes MarketingVox.
The study, which demonstrates a correlation between display advertising and search, finds that consumers exposed to display advertising are more likely than unexposed consumers to search for brand terms (such as “BMW” in the automotive category), and segment terms (such as “635 CSi”).
Results by segment:
- In the “travel and tourism category,” display advertising lifted paid and organic search 274%.
- A 260% lift was seen on searches in “health.”
- “Personal finance” saw a 206% increase.
- “Automotive” and “news and media” enjoyed a 144% search lift
- “Property and real estate” rose 125%.
- In “retail,” display advertising drew just a 69% lift in search.
- “Consumer packaged goods” saw the slightest increase – only 22%.
“Specific Media provides its brand advertisers with unique post-campaign reporting tools that show how their display campaigns impact search, site visitation and engagement,” said Chris Vanderhook, COO, Specific Media.? “We’ve always known that display advertising significantly impacts consumer activity, now we provide brand advertisers with the tools and validation to verify and quantify that impact.
About the study: The study leverages 12 months of proprietary Specific Media Ad Effectiveness data backed by comScore, tracking more than 60+ Specific Media campaigns to draw averages demonstrating the direct correlation between display advertising and search.