Report: Display ads, with paid search, show results

10/1/2009 | Advertising Age (tiered subscription model)

Although the number of U.S. users who clicked on banner ads in March dropped to 16%, compared to 32% in July 2007, the click metric may not be a true indicator of display ads' ROI, according to new research from comScore and Starcom. ComScore data show that, regardless of the number of clicks, display ads have been shown to boost visits to brand sites, trademark queries and sales in the real and virtual worlds, this article says.

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