Study shows importance of display ads for retailers

11/3/2009 | Advertising Age (tiered subscription model)

Some 61% of retailers' online traffic on average is due to users directly visiting their sites, while just 9.5% on average stems from search engines, Nielsen Online is reporting. The study "make[s] an important case for the continued relevancy of display advertising," said Ken Cassar, vice president-industry insights at Nielsen Online. "While search gets a lot of credit because it's quantifiable, there's a reason people are typing things like Expedia into the Google search engine."

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