A mix of display and search advertising campaigns generate the best results

[mandy]

In two separate studies, both Avenue A/Razorfish and Yahoo together with comScore Networks, found a mix of display and search advertising campaigns garnered the best results for companies. The Avenue A/Razorfish report also states a mix of brand and direct response advertising should be adopted, and final click-through impressions may be getting more credit than they deserve.

In "Close the Loop: Understanding Search and Display Synergy," a report created for Yahoo by comScore, the study shows 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 to users not shown the ads. The study also states the users exposed to both types of ads increased their share of page views relative to competitive sites by 68 percent, and time spent by 66 percent...

full article: http://clickz.com/showPage.html?page=3624116

[BellisimaJ.]

I am pressed for time today, but this article looks interesting, Mandy. I bookmarked it and will read and comment later.