September 21, 2006, 12:00 AM

Consumers exposed to both display and search ads convert at higher rates

Consumers exposed to both display and search advertising converted at a 22% higher rate than those using search alone, according to a study from the Atlas Institute, a provider of digital marketing technologies and expertise.

 

Consumers exposed to both display and search advertising converted at a 22% higher rate than those using search alone, according to a study from the Atlas Institute, a provider of digital marketing technologies and expertise.

Atlas also found that search-click-only users converted at a rate 3.3 times higher than the display-click-only group. Combined display and search clicks converted at a rate 4 times higher than display click only.

“On average, 44% of search users also are being shown display ads from the same advertisers, which means that there is a significant enough overlap that advertisers should be measuring this effect,” says Esco Strong, author of the report.

The study is based on the analysis of more than 10.8 million impressions and 2.5 million search clicks from 1.8 million users recorded by 11 advertisers that track both display media and sponsored search clicks through Atlas.

 

 

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