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.