Consumers respond to brands placed high in paid search listings, study says
The higher up brands appear in paid search listings, the more they remain top of mind by consumers, Nielsen/NetRatings and the Interactive Advertising Bureau report in a study released today.
The study, "Internet Search Brand Effectiveness Research," found that consumers who viewed a brand listed at the top of paid search listings were more likely to name that brand in a subsequent survey than consumers who had not seen the listing.
"Brand advertisers who are not yet placing search advertising may be missing out on a share of voice opportunity for keywords relevant to their categories," said Marc Ryan, senior director of analysis for Nielsen/NetRatings. "This research suggests that the optimal media mix includes search and display ads, a combination which allows advertisers to take advantage of the push/pull dynamics of the web while still delivering on core branding metrics."
The study was sponsored by Ask Jeeves, Google, ING, Lycos Search and Overture. It was directed by the IAB Search Engine Committee, which is chaired by Tim Armstrong, vice president of advertising sales at Google and David Karnstedt, senior vice president of direct business at Overture.
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