Research
Below is an running list of studies which have analyzed display advertising performance, particularly as related to search. It’s not complete – so if you know of one that is missing or would like your study listed, please tell me.
Search & Display: Reach Beyond the Keyword (February 2010) – Eyeblaster Research Note
Display Advertising Impact on Search (2009) – ADP Slideshow
iProspect Search Engine Marketing and Online Display Advertising Integration Study (May 2009) – iProspect
Specific Media / eMarketer Ad Effectiveness Study (Dec 2008) – links to Specific Media or eMarketer
OPA / Comscore “The Silent Click – Building Brands Online” (June 2009) – pdf
Comscore “How Advertising Works – whither the click” (2008)
The Atlas Institute – there’s a lot here. Key pages to look are:
- Engagement Mapping – particularly The Long Road to Conversion and Measuring ROI Beyond the Last Ad
- Combined Impact of Search and Display (2006)
DGM Marketing – The combined impact of Display and Search advertising (May 2009)
Microsoft Advertising Reports – a series of reports for specific advertisers demonstrating how well display and search work together
