Reports: Mix of Search and Display Advertising Best

Two studies have found that a mix of display and search advertising campaigns garnered the best results for advertisers.

An Avenue A/Razorfish report states that final click-through impressions may be getting more credit than they deserve, and a mix of brand and direct response advertising should therefore be adopted, reports ClickZ News. Moreover, "Close the Loop: Understanding Search and Display Synergy," a report created for Yahoo by comScore, found that online users exposed to both the search and display advertising campaigns purchased the advertiser's products and services 244 percent more online and 89 percent more offline compared with users not shown the ads.

The Yahoo study also states that the users exposed to both types of ads increased their share of pageviews relative to competitive sites by 68 percent, and time spent by 66 percent.

In "Actionable Analytics" released by Avenue A/Razorfish, similar results were reported, finding that consumers exposed to display media were 27 percent more likely to click on a branded search term than those not shown the display ad. The same group was 41 percent more likely to complete an online purchase.