Study: Search can leverage, facilitate display ad demand

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Boston—Search and display advertising go hand in hand in driving potential customers to business Web sites, according to a new survey by search engine marketing company iProspect and Forrester Consulting.

According to “Search Engine Marketing and Online Display Advertising Integration Study,” 31% of Internet users initially respond to a display ad by directly clicking on the ad itself, but 27% respond by searching for the product, brand or company.

(Other less common responses included typing the company Web address into a browser and directly navigating to a Web site, as well as investigating the product, brand or company through social media venues.)

The survey also found a “latency” effect of display ads, in which 49% of Internet users eventually search for a company, product or brand they were exposed to via an online ad.

For marketers, the sponsors of the study said, search can become a form of insurance to help capture the demand that display advertising creates.

The iProspect-Forrester survey of Internet users was conducted online in January, with 1,575 total respondents.

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