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Yahoo Study Shows Benefits of Combining Search with Display Ads



A new Yahoo study, in conjunction with comScore Networks, has discovered that when combined, search and display advertising deliver profoundly better results than when used independently.

Online users who were exposed to both the search and display advertising campaigns increased their share of page views relative to competitive sites by 68 percent, and time spent by 66 percent. More importantly, among those exposed to both the search and display ads, purchases of the advertiser’s products and services increased by 244 percent online and 89 percent offline compared to online users with similar behavior who were not exposed to these ads.

There’s also positive news for those seeking brand-lift.

The study also found that exposure to a display advertisement increased related trademark term searches (brand, company or product names) by an average of 26 percent during the campaign flight. This shows that interest generated from display advertising carries over to consumer search behavior, making it crucial that marketers utilize both to take full advantage of their online brand presence.