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BtoB

Study: Internet users search based on previous ad views

Published on .

Chicago—More than three-quarters of Internet users search to learn more about a product or service after seeing an ad elsewhere, according to a new study from Performics, a search engine marketing company owned by Publicis Groupe.

The company’s “2010 Search Engine Results Page Insights Study,” conducted by ROI Research, also found that about half of respondents will be inclined to click on a search result if a company or brand appears multiple times on the results page. According to Performics, results pages are significant influencers in brand image, in particular as multiple citations are added via paid search and social and user-generated content.

Among other findings, 56% of respondents occasionally click on real-time (social media) results, and 43% at least occasionally view or click on sponsored video ads.

The online study was conducted in June, with 500 respondents garnered from the online focus group Greenfield Online Panel.

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