Search Engine Marketing and Online Display Advertising Integration Study

iProspect | May 2009
Search Engine Marketing and
Online Display Advertising
Integration Study




©Copyright 2009 iProspect.com, Inc. | 800.522.1152 | interest@iprospect.com | www.iprospect.com
Table of Contents
Objective & Background 3
Study Methodology 3
Executive Summary 4
Survey Questions, Results, Analysis & Advice 5
About iProspect's Research 16


©Copyright 2009 iProspect.com, Inc. | 800.522.1152 | interest@iprospect.com | www.iprospect.com | 2
Objective & Background
In January 2009, iProspect commissioned display advertising; to reveal if an opportunity Forrester Consulting to develop and field a exists to leverage search engine marketing to survey about Internet user behavior in regard to capture the demand created by display online display advertising and search engine advertising; and to discover if a relationship marketing. The initiative had three objectives: exists between the two channels that affords To uncover the extent to which Internet users marketers the opportunity to boost the efficacy perform searches after exposure to online of both.

Study Methodology
In January 2009, Forrester Consulting designed In this survey effort, Forrester Consulting worked and fielded a survey to Internet users via the e- with its research partner, e-Rewards, on the Rewards® Consumer Online OmniPulse® technical tasks of survey fielding, sample Omnibus. A total of 1,575 individuals responded building, and data processing. e-Rewards is the to the survey. Respondents were asked three largest "by-invitation-only" online research questions about their behaviors and preferences panel. In order to remain as balanced as as they relate to online search and display possible, panel members are recruited from a advertising. The samples were carefully diverse set of consumer and business-to-balanced by a series of demographic business sources using a "by-invitation-only" characteristics to ensure that they were approach. By employing such an approach, representative of the U.S. adult online e-Rewards is able to achieve higher levels of population (age 18+). The sample framework panel normalization and effectively avoid the was selected based on U.S. Census data for "professional survey takers" that plague many age, ethnicity, gender, region, and income. other online research panels. All panel establishment methodologies employed by e-Rewards are fully compliant with CASRO guidelines.
©Copyright 2009 iProspect.com, Inc. | 800.522.1152 | interest@iprospect.com | www.iprospect.com | 3
Executive Summary
The key take-away from this study is that online Below are six findings that demonstrate the display advertising is an effective channel on its relationship between search and online display own, but its power is substantially improved advertising that substantiate how and why the when it is paired with search engine marketing. two should be used in conjunction with one another:
. More than half of Internet users (52%) actively respond to online display advertising, demonstrating that this is an effective channel to facilitate interaction with a brand; almost a third (31%) respond by clicking on the ad itself.
. Almost as many Internet users respond to online display advertising by performing a search on a search engine (27%) as those who simply click on the ad itself (31%). This finding speaks to the symbiotic relationship between the two channels, and the power of search engine marketing to boost the effectiveness of display. If marketers are going to invest in online display, they should consider search as a form of insurance for that investment as it will help them capture the demand that display advertising can create.
. Internet users are more likely to engage with and/or eventually make a purchase from brands that are already familiar to them. One third of Internet users (33%) who respond to online display advertising eventually purchase from a company/offering with wh... [download for more]