A recent study (pdf) by the Online Publishers Association (OPA) and comScore illustrates that Display ads can have a signifcant impact on consumers searching the ad and further engaging with that brand’s website. Some interesting findings from the study-
- About 1 in 5 users consumers searched the advertised brand
- Consumers exposed to display advertising spent 50% more time than average visitors on these websites over a month.
- Exposed Visitors on News Sites view 40% more pages on Advertiser’s Site
- Audiences exposed to display advertising become more engaged in advertisers’ sites
- High income audiences tended to visit advertiser’s site
- E-commerce can be positively effected when display and search are mixed together correctly
This study helps demonstrate that advertisers should consider a mix of display and search when allocating their budget for an interactive campaign.