2 Executive Summary Purpose: to explore the interaction between display and search ads Study was undertaken with HarrisDirect Results: Display ads drive - Searches - Algorithmic search result clicks - Sponsored search clicks - Activity interaction with the advertiser site.
3 Control Group Test Group Not Shown Client Ad Shown Client Ad Study Used a Test/Control Methodology
4 Client Ad Control Ad Users Were Surveyed and Relevant Behaviors Observed Test Group (1) Exposed to client ad &recruited for survey (2) Search behavior observed (3) Activity on client site observed 2-3 week campaign period Control Group (1) Exposed to control ad &recruited for survey (2) Search behavior observed (3) Activity on client site observed
5 Ad Exposure Produced Positive Attitudinal Changes… Viewing These Ads: Had This Effect On: Aided Brand Awareness Up 7%† Brand Favorability Up 32% Purchase Intent Up 15%† On: † Not statistically significant
6 … But Search Behaviors Changed Much More Dramatically People who saw display ads were 61% morelikely tosearch on related topics… …and drove 139% moreclicks on algorithmic and sponsored links… …specifically driving 249% more sponsored search clicks … …and driving 91% moreactivity on the HarrisDirect.com website.