Exposure to display ads lifts search activity by 155%

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Irvine, Calif.—Paid and organic searches and clicks are dramatically influenced by online display ads, lifting search queries overall by 155%, according to a newly released study.

The study, by online media distribution company Specific Media, collected comScore Ad Effectiveness data for its clients over a 12-month period that ended in August. The results also showed that display ads have varying influences on search, depending on the industry.

The greatest impact on search was in travel and tourism, where exposure to display ads boosted queries by 274%. Positive impact also was reported for health care queries (up 260%), personal finance (206%) and automotive (144%), with smaller but still positive influences seen in retail (69%) and consumer package goods (22%).

—Christopher Hosford

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