Study: Display ads push search

If you have display but no search or search but no display chances are your campaigns aren't performing to peak. That, according to new research from digital ad solution firm Eyeblaster. Their report indicates that search is stimulated by properly targeted display ads, especially in the consumer packaged goods category.

Eyeblaster studied advertiser campaigns through their Channel Connect for Search platform. Researchers found that one in five consumers who converted from a search ad also viewed at least one display ad before typing a particular keyword to search for the product. Whew! That's a mouthful! What that means is: consumers saw a display ad, were interested and typed in the search term. From there, they converted the sale.

"This data proves that cross channel synergy expands reach and brings greater scalability to digital campaigns," said Ariel Geifman, Research Analyst with 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. . .while search works on the lower funnel targeting those that already show interest."

eMarketer predicts that the US online advertising space will see steady, if slower, growth through 2010, with greater increases coming from 2012 through 2014. Search and display ads are expected to lead online advertising, although social media outlets and video are quickly gaining ground as well.