Study: Display ads boost search traffic, click-throughs

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Brighton, England—An effective online display advertising campaign can affect brand awareness and recognition and thus boost search traffic and paid click-throughs, according to a new study by digital marketing company iCrossing.

Using its Interest2Action Web-tracking and bid-managing software, ICrossing studied the performance of its clients’ paid search, natural search, display media and other channels in January and February. It found that search traffic increased 13.7% during the period in which display ads appeared while paid click-throughs increased 15.0%.

After display ads were removed, search visits decreased 30.8%, although the company indicated the decline may have been due to economic influences.

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