According to a January 2009 study by iProspect and Forrester Consulting, the answer is YES. As you can see from the chart above, 31% of Internet users who respond to online advertising did so by clicking on the ad itself, another 27% used a search engine to learn more while another 21% typed the ad’s web address directly into their browser.
But do they buy? Further data shows that 14% who performed a search related to a display ad visited the site & made a purchase. Read more on the study here as well as a recap of the results by eMarketer.com here.
Why are web banner ads worthwhile? According to Stefanie Berliant from eyetraffic media, “display ads drive emotion which manifests into people searching online as well as offline.”
There are many resources out there for Wisconsin lodging properties to advertise online, through display ads, paid listings, and more. The WIA cooperative advertising program can help members get started with proven, targeted online programs. Please contact Bill in the WIA office for more information on current online banner ad opportunities.
