When combined, search and display advertising deliver profoundly better results than when used independently, according to new research conducted by comScore Networks. The study, “Close the Loop: Understanding Search and Display Synergy,” shows a significant lift in on-site engagement and an increase in online and offline purchasing by consumers exposed to integrated campaigns.
ComScore gauged advertising campaigns of Fortune 100 companies in several vertical categories. Internet users who were exposed to both the search and display advertising campaigns increased their share of page views relative to competitive sites by 68% and time spent by 66%. Among those exposed to both, purchases of advertisers’ products and services increased by 244% online and 89% offline compared with Internet users with similar behavior who were not exposed to these ads, the study finds.
Further, the study, sponsored by Yahoo Inc., notes that exposure to a display advertisement increased related trademark term searches—brand, company or product names—by an average of 26% during the campaign. This shows that interest generated from display advertising carries over to consumer search behavior, making it crucial that marketers use both to take full advantage of their online brand presence, the study concludes.
ComScore identified in its panel of more than 1 million U.S. consumers individuals who were exposed to search and display ads for a given advertiser across the entire Internet and compared their online behaviors to those of Internet users in control groups. With the exception of the exposure to the advertising, all of the Internet users were behaviorally and demographically identical, the research firm says. By examining the lifts in behavior between the control and exposed groups, comScore isolated and analyzed the effectiveness of advertising in driving specific activities, including web site visitation, web site engagement, and online and offline purchase behavior.
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