A recent study suggests that advertisers, who use display advertising, will extend their reach beyond search and receive the majority of their conversions as a result of display advertising. The Eyeblaster study, which examined 207 advertisers and 1,300 campaigns across Eyeblaster network, including 16 million conversions from Australia, found that: 

  • 72 per cent of conversions arrived as a direct result of the display channel
  • 23 per cent of conversions arrived from the search channel with an additional five per cent derived from display ads followed by a search.
  • Nearly one of five users who converted after using search viewed at least one display ad prior to using search.

“Marketers need to understand the relationship between search and display – the display mechanism helps to pull internet browsers into the top end of the consumer funnel, and search moves the existing prospects through to the lower end of the funnel.” said Carolyn Bollaci, ANZ Country Manager of Eyeblaster  

The study reinforces the power of a cross channel approach, utilizing both search and display to navigate potential customers down the entire consumer funnel however the results did vary according to industry verticals.

B2B and Travel often try to focus on harvesting users who are already in the funnel and therefore have a larger portion of conversions coming from search. “Marketers need to understand the relationship between search and display – the display mechanism helps to pull internet browsers into the top end of the consumer funnel, and search moves the existing prospects through to the lower end of the funnel.” said Carolyn Bollaci, ANZ Country Manager of Eyeblaster

The study reinforces the power of a cross channel approach, utilizing both search and display to navigate potential customers down the entire consumer funnel however the results did vary according to industry verticals.

B2B and Travel often try to focus on harvesting users who are already in the funnel and therefore have a larger portion of conversions coming from search.

Thank you digital-media.net.au

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