Display Advertising a Good Complement to Text PPC
There are a variety of ways in which firms can encourage people to engage with their brands, without necessarily relying on them clicking on links.
This is the conclusion drawn from a Fox International Channels and comScore study, after the groups analysed video and display ads found online.
Four campaigns in total were assessed and it was concluded that following exposure to an ad, customers were three times more likely to conduct search queries on a site.
Site visitation also experienced more than a sevenfold increase over a four-week period after being exposed to the internet ad.
Hernan Lopez, president of Fox Networks, commented: "This study proves that online display and video advertising drives significant results that are either being ignored by click-through-based metrics, or wrongly attributed to search."
He also stressed that global advertisers were needed to follow up this research to see how the behavioural assumptions are translated in reality.
The research was carried out by looking into a range of sectors, including finance, travel, government and utilities, illustrating that the analysis is applicable in a variety of circumstances.
A recent US study from the Network Advertising Initiative found that behavioural targeting is an effecting marketing method.