Search listings outperform banner and tile online advertising formats with regard to brand recall, favorable opinion rating and purchase origination, according to the findings of a new study from
GoTo.com.
Self-serving as it may sound, GoTo.com - a company which itself offers directory search services - found that in unaided recall, the top three search listings outperformed banners and
tiles by three to one.
In addition, more than twice as many participants reported a favorable overall opinion of companies in the top three search positions than those featured in banners and
tiles.
Participants also reported that more of their online purchases originated from search listings than any other source. According to these respondents, 55% of online purchases originated on
sites found through search listings compared to 9% from sites originating from banner advertisements and 7% through sites discovered through tile advertisements. - Anya Khait