WHAT'S NEWS

Search and Display Ads Working Together

Yahoo! and comScore Networks study shows combined search and display ad campaigns result in deeper engagement and increased sales

A new study finds that the combination of search and display advertising delivers profoundly better results than when the two are used independently. The research also showed a significant lift in onsite engagement, as well as an increase in online and offline purchasing by consumers who are exposed to integrated campaigns that employ both types of online advertising.

The Web-wide study, entitled "Close the Loop: Understanding Search and Display Synergy," was conducted by comScore Networks and measured the impact of display and search advertising campaigns. Research was based on results from actual advertising campaigns from Fortune 100 companies in several vertical categories.

Match Made in Heaven
The overall results showed that when viewed together, campaigns that take advantage of both search and display advertising are far more engaging and effective than those viewed individually. Online users who were exposed to both the search and display advertising campaigns increased their share of page views relative to competitive sites by 68 percent, and time spent by 66 percent. More importantly, among those exposed to both the search and display ads, purchases of the advertiser's products and services increased by 244 percent online and 89 percent offline, compared to online users with similar behavior who were not exposed to these ads.

"Our clients have asked us to help them understand the value of running coordinated search and display campaigns, and until now, much of the data in the marketplace has been anecdotal," commented Beth Taylor, vice president of media for Digitas. "Compelling research like this will help agencies and marketers' alike better leverage the combined strengths of search and display advertising to improve customer engagement."

The study also found that exposure to a display advertisement increased related trademark term searches (brand, company or product names) by an average of 26 percent during the campaign flight. This shows that interest generated from display advertising carries over to consumer search behavior, making it crucial that marketers utilize both to take full advantage of their online brand presence.

"This research clearly shows that search and display advertising, which are each very effective on their own, work more effectively in tandem," said Greg Coleman, executive vice president of sales for Yahoo!. "Advertisers who approach their marketing holistically drive greater engagement, generate more purchases both online and offline and steal share from their direct competitors."