Abstract:

The emergence of search marketing in recent years has not only yielded another channel for online advertising, but also another means of measuring users' engagement with a brand. This case study examines the particular interaction between display advertising (graphical ads, banner ads) and search behaviors (searches and clicks on search results or sponsored listings). The results show an impressive interaction between display and search advertising. They also point to some of the prominent factors that may determine the extent of this interaction for other brands.