Recent research from OPA reaffirms Display Advertising drives search.

The combination of display advertising and search marketing is a highly discussed topic, particularly how they affect one another. Many online marketers are highly skeptical about how display fits into the overall online marketing mix and how effective it truly is.

This may soon change following a report from OPA which outlined the value of Display Advertising to overall online marketing strategies. The study called “The Silent Click: Building Brands Online”, compares the behaviors of consumers exposed to online display advertising vs. those in a control group.

The study analysed consumer behaviors of those Internet users who were exposed to online display advertising and from there began measuring three key consumer actions: 1) searches conducted related to the advertisers’ brands; 2) site visitation, the traffic driven to the advertisers’ site and 3) consumer spending, the e-commerce transactions related to the advertisers’ brands.” The main results from this are as follows:

• Twenty percent conduct related searches and one in three visit the brands’ sites after viewing a display ad

• These users spent over 50% more time than the average visitor to these sites and consumed many more pages

• 10% more money was spent by these users online overall, with spending significantly higher on product categories related to the advertised brands

The vast majority of those exposed to display advertising in the study may not have clicked on the display ads but later performed activities, such as searches for the advertisers brand or trademark and site visits, that indicated they had in fact been influenced to some degree by the display ads:

The users ecposed to the display ads were found to also be considerably more engaged than people in the control group:

At Clicky Media™ were provide display advertising services targeting your precise target demographic. Our profile senstive advertising platforms allows clients to feature on websites most relevant to their target market. For more information email info@clickymedia or call 0845 257 1225.

Study: OPA PDF

Source: Search Engine Land