The recently concluded Search Engine Marketing and Online Display Advertising Integration Study made some startling revelations, putting many online marketers at wrong. The research showed that more than half of internet users, 52% to be exact, actively responded to display advertising. This is contrary to the usual belief that internet users are blind (not literally) to display advertising, and could potentially mark a shift in how online marketers embed display advertising into their overall marketing strategy.

The finding of this research (represented below) may come as a rude shock to marketers who considered display advertising to be dead.

It is interesting to know that 31% of the respondents directly clicked on the ad; a clear indication that display advertising far from dead. This finding is an awakening call for everyone who had shelved display advertising for other online marketing channels. With 1/3rd of the internet user base actively interacting with display advertisements, ignoring display advertising as a sound marketing initiative will be detrimental to your marketing efforts – a lost opportunity.

The study also revealed a strange phenomena, a distinct relationship between display advertising and search engine marketing. 27% of the respondents searched for the product, brand, or company name using search engines after being exposed to display ad. This is both intriguing and insightful. The obvious question to ask is “How do I use this information to my benefit?” The answer is plain simple.

If you are running or are contemplating running a display advertising program, you would have to ensure that you have a strong search presence for your product, brand, and company name. If you don’t, you would miss out on potential customers who are looking for you. In essence, you are would not be realizing the true potential and ROI of your display advertising campaign.

There is no doubt that online display advertising is an effective marketing channel on its own, but its effectiveness increases manifold if it is paired with search engine marketing and complemented by social media presence. This calls for a holistic approach to online marketing, especially for people who adopt a restrictive approach.