ADOTAS — In the continued rehabilitation of display advertising, a new study shows that nearly 50 percent of Internet users eventually perform a search in response to display advertising.
Sponsored by iProspect, and based on a commissioned survey fielded by Forrester Consulting, the analysis reveals that almost as many users who visit an ad-supported website initially respond to online display advertising by performing a search on a search engine as those who respond by directly clicking on an ad.
Last week, comScore Chairman and Co-Founder Gian Fulgoni also added some perspective on display. Fulgoni said an analysis of the recent Interactive Advertising Bureau and PricewaterhouseCoopers’ Internet Advertising Revenue Report for the fourth quarter of 2008 showed that ad spending on traditional, static online display ads such as banners act grew. He said that it was the rich media formats that were the drag in the display ad space.
The iProspect study shows that users initially respond to the medium as follows:
– 31% respond by directly clicking on an ad.
– 27% respond by searching for the product, brand, or company by launching a search on a search engine.
– 21% respond by typing the company web address into their browser and directly navigating to the website.
– 9% respond by investigating the product, brand, or company through social media venues.
When asked how they eventually respond to display, nearly half of Internet users (49%) launch a search on a search engine for the company, product, or brand that was the focus of the ad to which they were exposed. This figure is comprised of those who eventually perform a search and visit the Website from the search results (38% of these Internet users), those who do the same but actually purchase the product (14%), and those who perform a search but do not click on any of the results (11%).
Other findings from the study include:
– One third of Internet users (33%) who respond to online display advertising eventually purchase from a company/offering with which they are familiar – more than twice the number who eventually purchase after learning of an offering/company for the first time from online display advertising (14%).
– Nearly four in ten Internet users (38%) learn about a brand for the first time as a result of their exposure to online display advertising.
– 9% of Internet users initially respond to online display advertising by investigating the product, brand, or company through social media venues or message boards.
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