Display Ads Influence Search

Meidaweek has published an article stating what we all knew, but didn't have the stats to prove - Display Ads Influence Search.

"Display ad campaigns greatly increase clicks on search listings, according to a new study.

Yahoo and online financial services provider Harrisdirect tested the effects of a display ad campaign run across the Yahoo network on search behaviour. The study found users shown Harrisdirect display ads conducted 61 percent more searches relating to financial services. Those shown display ads also clicked on 249 percent more paid search listings and 139 percent more Harrisdirect search listings, both paid and unpaid."

Please note that I'm working for Overture - A Yahoo! Company when reading this. Having said that - This research is relevant for any advertiser. The article will probably be the first of many to come, with other players involved.