Study: Digital Display Energizes Search

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Eyeblaster data shows how cross channel advertising increases reach and drives conversions online

The consumer funnel takes users along a journey - awareness, favorability, consideration, intent to purchase and purchase. Display works at all stages of the funnel, bringing new prospective customers in, while search works on the lower funnel targeting those that already show interest.

Eyeblaster, the leading independent provider of integrated digital advertising solutions, confirms display stimulates search by increasing the velocity of searchers entering the consumer purchasing funnel. This is particularly true for CPG brands. More information on how cross channel synergy increases reach and drives conversions is available here.

The study examined 207 advertisers in 21 verticals running cross channel search and display campaigns between June 2008 and August 2009 via Channel Connect for Search, Eyeblaster's integrated measurement solution. According to the study, nearly one of five users who converted after using search viewed at least one display ad prior to typing the keyword. The data proves that more people engaged by display equates to more searchers entering into the sales funnel, indicating that the display channel is key to increasing a search campaign's reach and compensates for the inherent limitations of keyword bidding.

According to Kevin Lee, CEO at Didit, "Savvy marketers understand the interaction between search and display, and use the high reach of display to add more searchers at the uppermost levels of the purchase funnel."

The research, which covers over 1,300 integrated search and display campaigns, shows that 72% of the conversions result from the display channel while 28% are derived from search. This suggests that when marketers execute search and display campaigns, the display advertising increases audience reach, driving more consumers to search and move throughout the purchasing funnel.

"This data proves that cross channel synergy expands reach and brings greater scalability to digital campaigns," said Ariel Geifman, Research Analyst at Eyeblaster. "The consumer funnel takes users along a journey - awareness, favorability, consideration, intent to purchase and purchase. Display works at all stages of the funnel, bringing new prospective customers in, while search works on the lower funnel targeting those that already show interest."

Additional research insights show that Travel & B2B verticals harvest users already in the search funnel, while entertainment and CPG verticals are more likely to focus on expanding reach via display ads to drive more conversions. Of all the verticals, travel, apparel and restaurant showed the most equal proportion of search and display channel contribution.

For more information on Eyeblaster search and display tracking visit http://www.eyeblaster.com. To download the complete research report, click here.

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Jamie Fishler
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