Exposure to impressions of organic search results, paid search results, and online display advertising—and specific combinations of such media—produces both a measurable lift in brand favorability and likelihood to purchase, according to a study by iProspect and comScore.
Exposure to impressions of paid search produces the greatest lift in brand favorability (28%), the highest among the three types of digital assets studied.
However, various combinations of digital media also generate significant lift. For example, exposure to organic search results plus paid search results produces a 40% lift, while exposure to paid search plus display ads produces a lift of 11%.
Below, other findings from the "Real Branding Implications of Digital Media: An SEM, SEO & Online Display Advertising Study," by iProspect and comScore.
Likelihood to Purchase
Likelihood to purchase is similarly affected by impressions of various combinations of digital media.
Paid search is the most effective individual asset type, improving likelihood to purchase some 44%, while the most effective media combination is organic search plus paid search, boosting likelihood to purchase 73%.