iProspect: Search, display ads work closely together

New research shows search and display advertising happily co-existing and even goes so far as to suggest that search can be an alternative response mechanism for display advertising.

by Helen Leggatt

According to research sponsored by iProspect, while 31% of Internet users respond to display ads by clicking on them, almost half (49%) eventually respond by searching on the brand, company, product or service that was featured in the ad.

Online marketers should take note and realize that an investment in display advertising should be accompanied by an increased focus on paid search efforts.

Robert Murray, CEO of iProspect, said the findings bind search and display advertising together. "Overall, they tell a story of improved efficacy, which is a message that marketers should find particularly compelling during these trying economic times when they are being asked to do more with less."

Interestingly, 9% of Internet users responded to online display advertising by researching the product, brand or company on social media and networks. This is sure to increase as social media becomes further entwined in everyday activities. Therefore, while search is a no-brainer when it comes to backing up display advertising, a social media presence would also be a savvy move.

Tags: display advertising, iProspect, paid search, response, search ads, social media