• May 2, 2009

Online display advertising campaigns drove significant traffic increases to pharmaceutical advertisers' Web sites, according to a new study by comScore and and analytics firm Crossix in partnership with Yahoo.

The study showed that consumers were more than three times more likely to visit advertiser sites and twice as likely to fill a new prescription compared to non-visitors. People were also 92% more likely to search for trademark names and phrases after seeing the display advertisement. Researchers analyzed campaigns that reached 73 million consumers, and showed an estimated return of three times the amount of media investment.--Mark Walsh