Yahoo: Online Display Ads Boost Search

Share this article:
A Yahoo Inc. study released today analyzing financial adviser client HarrisDirect's campaign claims that online display advertising increased the number of relevant searches by more than 61 percent.


Clicks on sponsored search advertising links leading directly to HarrisDirect's site at theharris.com also jumped 249 percent after a user was exposed to a display ad campaign, Yahoo said.


The study found that consumers exposed to the display ad campaign clicked on 139 percent more links to the HarrisDirect site via both sponsored and algorithmic links.


Yahoo used a test group versus control group method. The test group was exposed to a particular ad campaign. The control group was not.


The study, the first in a series to be conducted across different verticals served by Yahoo, underscores how online display ads affect search behavior.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Ecstatic Over Programmatic

Ecstatic Over Programmatic

Ads purchased programmatically will double this year to $10 billion, and then again to $20 billion in 2016, a new study forecasts.

Atlas Hugged

Atlas Hugged

Facebook's reworking of Microsoft's old ad platform provides marketers with cross-device tracking capabilities and metrics. Will Atlas lift the social network to Googalian heights?

Online Display Spending to Grow $18 Billion in Next Five Years

Online Display Spending to Grow $18 Billion in ...

That's a compound annual growth rate of 13.7%. Offline advertising, meanwhile, will limp along at about 1% a year over the same period, according to Forrester.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.