Banner Advertising and Search Marketing

Banner advertising and PPC advertising are both familiar territories for many internet advertising agencies. So for those of you interested in how the two work together the below might be of interest.

I read a Forrester research study from January 2009 about how search and display work together. It's a relevant topic. Last click wins, exposure to conversion and contribution are all integral to knowing how each form of advertising contributes to online advertising.

In this study it stated that more than half of internet users respond to banner advertising and almost a third actually click on the ads themselves. When you take into account there are around 32 million people online in the UK that's quite a lot of interest and suggests users do still find banner advertising relevant.

What is more interesting is the fact that around a quarter of internet users respond to banner advertising by performing a search on a search engine. This is interesting as it shows that by communicating the message through banner advertising the user then uses a search engine as a research tool to find out more, suggesting each form of advertising potentially plays a part in the buying cycle. As well as this it is said that almost 40% of users who respond to banner advertising learn about a new company or product as a result of that exposure to the ad. It then goes on to say in the study and I agree, that this result does suggest that banner advertising is an effective tool for generating brand awareness.

I like these studies especially when they are taken by invitation only panels. Although this study was completed in the US and the panel size in my opinion is a little small at only 1,500, it does solidify what I already knew from running previous research studies. Banner advertising is an effective tool for driving sales and building awareness, but can be greatly enhanced and supported when search is run alongside.

BDR is a full service internet advertising agency. If you would like to know more about our banner advertising or PPC company service please contact Louise.