Earlier this week, iProspect released a report titled, “Search Engine Marketing and Online Display Advertising Integration Study,” which concluded that while online display advertising is effective on its own, search engine marketing enhances its value.
The report notes that online display advertising’s effectiveness is “substantially improved when it is paired with search engine marketing.”
According to the study’s findings, 52 percent of Internet users actively respond to online display advertising, with 31 percent of users clicking on the ad itself.
Twenty-seven percent of users respond to online display ads by conducting search queries on a search engine. It’s this “symbiotic relationship between the two channels,” according to the report, which shows the potential for search engine marketing to boost the potency of online display advertising campaigns.
“If marketers are going to invest in online display, they should consider search as a form of insurance for that investment as it will help them capture the demand that display advertising can create,” the study notes.
Meanwhile, 21 percent of Internet users typed the company’s Web address into the browser and visited their site, while 9 percent looked into the product, brand or company by way of social media or message boards.
This report is released in the midst of many other reports showing the quickly dwindling spending on display advertising.
“Display isn't dead, but just as many people will perform a search, and you had better have an integrated paid search campaign,” said Robert Murray, CEO at iProspect.
Other findings in the study include 33 percent of Internet users who respond to online display ads eventually make purchases from a company or offering that they are already familiar with. On the other hand, just 14 percent say they eventually purchase after seeing a company or offering for the first time on a display ad.
Thirty-eight percent of Internet users who respond to online display advertising come in contact with a brand for the first time through those ads, confirming the notion that display ads are still solid ways to build brand awareness.
A total of 1,575 people responded to the survey in January 2009 and were asked three questions about their interactions with online display and search advertising.
Sources:
http://iprospect.com/about/researchstudy_2009_searchanddisplay.htm
http://iprospect.com/media/press2009_5_11.htm
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=105740
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