iProspect Search Engine Marketing and Online Display Advertising Integration Study
iProspect Search Engine Marketing and Online Display Advertising Integration Study
iProspect
In 2009, iProspect completed a study on search engine marketing and online display advertising. The study revealed that the user response to display advertising is closely tied to search. iProspect found that display advertising is an effective channel, but its strengths can greatly be improved when partnered with a strong search engine marketing campaign.
Key Findings include:
- More than half of internet users actively respond to display advertising.
- Nearly half (49%) of internet users eventually perform a search related to the online display ad to which they were exposed.
- Nearly as many users (27%) respond to display advertising by performing a search on a search engine as those who simply click on the advertising (31%).