Eyeblaster: Digital Display Advertising + Search = More Conversions
Posted on February 24th, 2010
Eyeblaster Creative published a great research note this week that reinforces something I’ve brought up here before: search and display advertising work better together and complement each other. Each has its role in the “funnel” of customers leading to the conversion and they’re complementary.
The Research Note they’ve published can be downloaded free from their site. It’s a great bit of work and more great news for display:
The main lesson from these findings is that each channel plays a unique role in a campaign. While search harvests prospective customers that are already in the purchase funnel, it reaches a limited number of people. Display increases reach by soliciting as many customers as possible and moving them into the funnel. therefore, the role of each channel is not mutually exclusive, as evidenced by the conversions that are the result of a combination of search
and display.
Good stuff!
Filed under Digital Advertising, Display Advertising, Online Advertising Marketplace, Search |