Microsoft is the latest voice to join in touting the effectiveness of Web display ads. Furthermore, it is set to release evidence it says “proves display ads are actually better than [search ads] at triggering consumers,” says the story, which is found on page B12 of the Sept. 19 edition.
Research firm the Atlas Institute, whose parent company, Atlas, is owned by Microsoft, conducted the research for the company. It looked at “the various components of a marketer’s ad spending to see the relative effectiveness of each.” A month-long study of ad campaigns from 500 marketers appearing on 1,000 led to the positive results for display ads.
Previously, an Atlas research project for Alltell Wireless showed that “people who were exposed to both search and display ads were 56 percent more likely to purchase an Alltell phone or wireless plan than those who clicked only on a search term without any exposure to its display ads,” says the WSJ story.
