Search and display pack more campaign punch together: Study

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When combined, search and display advertising deliver better results together than when used independently, according to a study from Yahoo and comScore Networks.

The study, "Close the Loop: Understanding Search and Display Synergy," also showed growth in Web site engagement and a boost in online and offline buying by consumers who have been exposed to campaigns that integrate both online marketing channels. It surveyed more than 1 million U.S. consumers.

"This shows that interest generated from display advertising carries over to consumer search behavior, making it crucial that marketers utilize both to take full advantage of their online brand presence," the report said.

Online users exposed to both the search and display advertising campaigns increased their share of page views relative to competitive sites by 68 percent, and time spent by 66 percent.

In addition, advertiser's products and services increased by 244 percent online and 89 percent offline compared to online users with similar behavior, which were not exposed to these ads.

The study also found that exposure to a display advertisement increased related trademark term searches, like brand, company or product names, by an average of 26 percent during the campaign flight.

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