This document summarizes a study on the impact of display advertising on search behavior. The study found that consumers exposed to display advertising were more likely to search for brand and segment terms and click on paid and organic search listings compared to consumers not exposed. It provides key insights on lifts in searches and clicks from display advertising for various industries. The document recommends adding targeted display advertising to maximize search marketing results and efficiency.

1. Digital Advertising Measurability & Marketing Insights Gained Display Advertising Impact on Search

7. SEGMENT: Personal Finance, Travel & Tourism and Automotive showed the highest lifts for the more general segment termsBrand Terms: Specific terms associated with an advertiser (i.e. airline name) Segment Terms: General terms associated with a product, service or industry (i.e. transcontinental flights)

9. PAID: Consumers exposed to display advertising were nearly 3 times more likely to click a paid search link.Paid: Paid text-based advertisements that describe an advertiser’s website and the products and services offered Organic: Non-paid text-based advertisements that describe an advertiser’s website and the products and services offered N/A: Insufficient data available

11. Display boosts branded term searches because they are advertiser specific

12. Increase paid and organic clicks by adding targeted display

13. Advertisers should consider shifting budget from inefficient paid search terms to display This may result in greater efficiencies for remaining search campaigns