The digital marketing firm found that display ad campaigns increased visits from search engines by nearly 14%. (During period 1 of the study, no display campaign was run; iCrossing ran a display campaign for its client during period 2. Period 3 included a less integrated display campaign from another agency, while period 4 had no display campaign.)

Display ads also raised paid search click-throughs by almost 15%—and decreased the cost per click (CPC) by more than 11%.

“Running a display campaign causes a statistically significant increase in search traffic, specifically search visits, unique visits and SEM click-throughs,” according to the white paper. “CPC, which was lowered during the display campaign, also shows that targeted display campaigns help other media campaigns reach cost efficiency.”

This research supports other data that suggests display campaigns have an effect beyond simple click-throughs on banners.

For example, a January 2009 study commissioned by iProspect and conducted by Forrester Consulting showed that Internet users exposed to a promotional ad might not click on the ad itself, but often took some other form of action:

• 27% searched for the product, brand or company using a search engine.
• 21% typed the Web address directly into their browser and navigated to the advertiser’s site.
• 9% investigated the product, brand or company through social media or message boards.

Measurement of display ad effectiveness must take into account such cross-pollination, not simply click rates, in order to be accurate.

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Check out today’s other article, “Internet Radio Revs Up.”

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