Planetactive study: Combination of search and display pays off
In a recent study from its «Digital Marketing Compass» series, the agency Planetactive analyzed the interaction between the two most common forms of online advertising: search (search engine advertising) and display (traditional online advertising). One of the study’s objectives was to determine the optimal budget allocation for integrated campaigns.
In a recent study from the "Digital Marketing Compass" series, the agency Planetactive analyzed the interaction between the two most common forms of online advertising, search (search engine advertising) and display (traditional online advertising) (see glossary of the article Media Focus: Online advertising holds three percent of the Swiss advertising market). One of the aims was to determine the optimum budget split for integrated campaigns. The analyses clearly showed that the combination of display advertising with search (sponsored links, results of a search engine query that are purchased and therefore listed in the top positions) leads to significantly higher campaign efficiency.
Click rates of users who have clicked on search links and for whom at the same time
Ad views are recorded for advertising media of the relevant campaign
are 23 percent higher than in the group that was exclusively
Search was addressed. The comparison with the click-through rate of
users who click on display ads in campaigns without accompanying search ads.
support had clicked. The click rate of the "Search plus Display" group is
is about four times higher here.
According to the study, the ideal search share is between 25 and 35 percent of the online budget. However, the Planetactive study shows that the positive effect of combining display and search differs depending on the industry and campaign. The effect is greater for B2C campaigns than for B2B campaigns.
According to Stefan Längin, Group Managing Director of Planetactive, the combination of search and display is essential. Otherwise, there is a risk that users who are motivated by display advertising will ultimately end up with another competitor found via search.
Planetactive publishes the "Digital Marketing Compass" brand every year
at least two studies on current topics relating to digital marketing. The
The focus of the study is on German-speaking countries. The analyses combine
the agency for digital marketing combines the results of qualitative primary surveys with quantitative evaluations from the ad server.
Click rates of users who have clicked on search links and for whom at the same time
Ad views are recorded for advertising media of the relevant campaign
are 23 percent higher than in the group that was exclusively
Search was addressed. The comparison with the click-through rate of
users who click on display ads in campaigns without accompanying search ads.
support had clicked. The click rate of the "Search plus Display" group is
is about four times higher here.
According to the study, the ideal search share is between 25 and 35 percent of the online budget. However, the Planetactive study shows that the positive effect of combining display and search differs depending on the industry and campaign. The effect is greater for B2C campaigns than for B2B campaigns.
According to Stefan Längin, Group Managing Director of Planetactive, the combination of search and display is essential. Otherwise, there is a risk that users who are motivated by display advertising will ultimately end up with another competitor found via search.
Planetactive publishes the "Digital Marketing Compass" brand every year
at least two studies on current topics relating to digital marketing. The
The focus of the study is on German-speaking countries. The analyses combine
the agency for digital marketing combines the results of qualitative primary surveys with quantitative evaluations from the ad server.
