harvest digital

External influences like PR and offline advertising are big drivers of search volumes. We took a closer look at the impact that one channel - online display advertising - has on search volumes in some recent research.The research ran across the Adviva advertising network and was compiled by Nielsen/Netratings. Consumers were asked how they would normally respond if they saw an online advertisement for holidays or flights.Just 26% of people told us that they would tend to click on a banner, compared with 26% who would search on the advertiser’s name and 31% who would search on terms relating to the advertisement. Unless a campaign is being adserved with post impression data being captured, this response may not be linked back to the initial advertising - and in fact sales may be incorrectly linked to search marketing rather than attributed to the initial display activity.