Display Ads Put Searchers in a Branded State of Mind

Posted by suzyQ under Advertising
From http://www.marketingvox.com 5616 days ago
Made Hot by: on December 10, 2008 8:18 am

A Specific Media study finds the presence of display advertising significantly affects click-through and search style across both paid and organic searches.

In the "travel and tourism" category, display advertising engendered a 274% lift on both paid and organic search. A 260% lift was seen on searches in realm of "health," while "personal finance" saw a 206% increase.

"Consumer packaged goods" saw the slightest increase — 22%. And in "retail," display advertising drew just a 69% lift in search.

Findings suggested consumers exposed to display ads are more likely to search for brand terms (like "BMW") and segment terms (like "635 CSi") than unexposed ones, according to Specific Media.