Display ad campaigns increase search traffic by expanding brand awareness, a new survey reveals.

According to a report from iCrossing, display campaigns increase visits from search engines by almost 14 per cent and boost paid search click-through rates by around 15 per cent.

The whitepaper, entitled The Effects of Display Media on Search Traffic, found that display ads also help brand preference and unique visits to websites.

In addition, the report found that targeted display ads can have a positive effect on other media campaigns, while lowering the paid search cost-per-click.

Without search engine optimisation techniques, both search visits and unique visits were found to go down by just under a third (30.8 per cent).

Recent figures from comScore reveal that social networking websites are making up an increasing proportion of all display ads viewed online, with popular sites such as Facebook and MySpace becoming a popular destination for online display marketing.

Related Topics: General Marketing