Digital media boosts brands, drives buying

摘要

Exposure to digital media has a positive impact on brand reputation and purchasing decisions, even when users don't click on those digital elements, according toa new study from search engine marketing company iprospect and lnternet marketrnresearch company comScore. The study found that simple exposure to paid search ads boosted brand favor-ability by 28%. The combination of paid and organic search impressions increased brand favorability 40%. A viewer's likelihood of purchasing is increased 73% by exposure to organic and paid search results together, accord ing to the study. In addition, exposure to impressions of digital media nearly doubles Internet users' likelihood to visit a website in the future. The study was conducted from February through May, surveying 2,261 members of comScore's online behavioral panel.