Study: Digital media exposure boosts brands, drives purchases

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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.

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