Online display ads have gotten a bad rap lately. It’s a format, according to many sources, with declining investment and waning effectiveness.
But a study from iProspect may have discovered an unexpected benefit of online display ads.
When Internet users were surveyed to find out what actions they took when viewing a display ad on an ad-supported Website, nearly one-third said they clicked on the ad.
In addition, 27% reported that they did an online search for the product, brand or company, and 21% typed the company Web address in their browser. Nine percent sought additional information using social media tools.
That means a click is only one measure of a display ad’s effectiveness.
Among respondents who saw a display ad and performed a related search at some point, the largest proportion (38%) visited the advertiser’s site through search results, 11% searched but did not click on any of the results, and 14% searched, visited the site and purchased the product advertised.
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