Greg Sterling wrote an article on Search Engine Land today that related to a study showing display ads drive search clicks with a delayed effect. The study was conducted by Harvard and Ozyegin University researchers. Ozyegin is located in Turkey.
From the article:
The conclusions and insights are useful, however, and can be boiled down to the following:
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Display advertising does indeed generate more search volume, clicks and conversions
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Search ads don’t drive increased interaction with display ads however
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The effect of display ad exposure on search may not be immediate but is significant “after a period of two weeks”
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Marketers may not be correctly determining ROI and CPA by using common, simplistic calculations and metrics
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There are budget-allocation implications from the researchers’ “dynamic” ROI analysis that argue for a higher search spend
I have embedded the report below: