by
iProspect
, Nov 17, 2009
In January 2009, iProspect commissioned Forrester Consulting to develop and field a survey about Internet user behavior in regard to online display advertising and search engine marketing. The initiative had three objectives: To uncover the extent to which Internet users perform searches after exposure to online display advertising; to reveal if an opportunity exists to leverage search engine marketing to capture the demand created by display advertising; and to discover if a relationship exists between the two channels that affords marketers the opportunity to boost the efficacy of both.
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