Measuring the success of the display ads has always been challenging. To justify display, marketers often mention the synergies between the display and search. There is no simple solution to measure the brand impact of display advertising combined with the paid search.
Companies like Google and Microsoft perform such studies to justify their pricing of their packages. One of such case studies by Microsoft concluded that Display combined with Search deliver optimal results. Additionally, the presence of organic search results along with the paid links resulted in double the clicks and the combination of display and search resulted in nearly three times higher awareness than just display.
Link to Microsoft case study: http://advertising.microsoft.com/display-search-casestudy
Companies like Google and Microsoft perform such studies to justify their pricing of their packages. One of such case studies by Microsoft concluded that Display combined with Search deliver optimal results. Additionally, the presence of organic search results along with the paid links resulted in double the clicks and the combination of display and search resulted in nearly three times higher awareness than just display.
Link to Microsoft case study: http://advertising.microsoft.com/display-search-casestudy
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