Online banner ads have been taking a beating. Not just recently, but over the past few years. Click-through rates on banner ads stink in the metrics-heavy world of online advertising. The experts will tell you that search advertising is the place to be.
Then comes a new study, released on Friday afternoon, that draws a connection between click-through rates on paid and organic searches and the presence of display ads for those brands. According to the study conducted by Specific Media, the results showed a 155% performance improvement by search ads when display ads promoting those brands were running. The greatest impact on search was in travel and tourism, where exposure to display ads boosted click-throughs by nearly 300%.
Here’s a link to the story that ran on the BtoB Magazine website.
