May 20, 2009, 12:00 AM

Online display ads get a boost from search engine marketing, study says

27% of consumers who view an online display ad initially respond by searching on the web for the advertised product, brand or company, Forrester Consulting says in a recent study conducted for search engine marketing firm iProspect.

27% of consumers who view an online display ad initially respond by searching on the web for the advertised product, brand or company, Forrester Consulting says in a recent study conducted for search engine marketing firm iProspect. That compares with 31% who initially respond by clicking on the display ad itself, the study says.

Forrester Consulting, a unit of research and advisory firm Forrester Research Inc., also notes in the study that, among the 49% of online consumers who respond to online display ads, 52% eventually conduct an Internet search for the advertised product, brand or company.

While the study confirms that display advertising is still effective with a 31% direct response rate, it also notes that display ads coordinated with search marketing efforts can make display ads more effective, iProspect CEO Robert Murray says.

"This finding has an important message for marketers,” he says. “If they are going to invest in online display, then they should leverage search marketing to help them capture the demand that display advertising creates.”

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