×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Study: Digital media exposure boosts brands, drives purchases

Published on .

Most Popular
Boston—Exposure to digital media has a positive impact on brand reputation and purchasing decisions, even when users don't click on those digital elements, according to a new study from search engine marketing company iProspect and Internet market research company comScore.

The “Real Branding Implications of Digital Media: An SEM, SEO & Online Display Advertising Study” found that simple exposure to paid search ads boosted brand favorability by 28%. The combination of paid and organic search impressions increased brand favorability 40%.

A viewer's likelihood of purchasing is increased 73% by exposure to organic and paid search results together, according to the study. In addition, exposure to impressions of digital media nearly doubles Internet users' likelihood to visit a website in the future.

The study was conducted from February through May, surveying 2,261 members of comScore's online behavioral panel.

In this article: