Display ads generate online brand and site searches

10/07/2009

The number of internet users who respond to display ads by carrying out search queries is almost as high as those who repond by clicking directly on the ads themselves, according to new research from iProspect. Internet users respond to display ads as follows:

  • 31% click directly on the ad
  • 27% search for the product, brand or company through a search engine
  • 21% try to navigate straight to the firm's URL
  • 9% look for more information through social media sites

In total, the survey found that 52% of internet users actively respond to online display ads. Furthermore, when long-term response is studied, 49% of internet users carry out an online search for the product, brand or company from the ad they were exposed to.

From Ken Radio: http://www.kenradio.com, 10/07/2009
iProspect: http://www.iprospect.com

Internet advertising effectiveness: US
Response to viewing advertising on ad-supported website, June 2009

Digital Strategy data - Internet advertising effectiveness in US

Internet advertising effectiveness: US
Response to viewing advertising on ad-supported website, June 2009

Digital Strategy data - Internet advertising effectiveness in US

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