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This Just In: Study Finds Display Ads Boost Search, Specifically

That’s right, the study conducted by Specific Media draws on 12-months of proprietary data tracking ad effectiveness and comScore data for more than 60 campaigns managed by Specific Media, and found that that, “consumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturer), and segment terms (i.e. vehicle class), than unexposed consumers.

Want some specifics? Here you go:

Display Advertising Lift on Search Activity

Advertiser Category

Search (Brand & Segment)

Automotive

144%

CPG

22%

Health

260%

News & Media

144%

Personal Finance

206%

Property & Real Estate

125%

Retail

69%

Travel & Tourism

274%

Average Lift

155%

Averages based on comScore Ad Effectiveness data for Specific Media display advertising clients over 12-month period ending August 2008.
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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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