Two separate studies, one from Yahoo and comScore and the other from Avenue A/Razorfish, recommend that online advertisers engage in both search and display ad efforts. Both studies show that both click rates as well as actual purchase behavior were positively influenced by campaigns that contained both types of advertising. The two ad formats in concert play to their strengths, with display ads reinforcing branding efforts and search ads hitting people when they're in the right frame of mind.Your mission: Search and display
Two separate studies, one from Yahoo and comScore and the other from Avenue A/Razorfish, recommend that online advertisers engage in both search and display ad efforts. Both studies show that both click rates as well as actual purchase behavior were positively influenced by campaigns that contained both types of advertising. The two ad formats in concert play to their strengths, with display ads reinforcing branding efforts and search ads hitting people when they're in the right frame of mind.
