A recent study found that online display advertising encourages consumers to search for products and services, demonstrating value in often maligned banner and other brand ads.
The study by Specific Media discovered that a consumer exposed to a display ad was more likely to search for an advertiser’s branded product, such as a car or financial service.
The increased likelihood to search ranged from 22 percent to as much as 274 percent. The average was 155 percent.
The study looked at 12 months of advertising data from comScore.
Search activity boosts from display advertising
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