Pam Parker’s article, Display Ads Drive Searches in Yahoo! Case Study, reports on a new case study released by Yahoo that shows the “influence” of display ads on searcher behavior.
The study found that consumers who saw Harrisdirect’s display ads — which appeared in Yahoo! Mail, Yahoo! Finance and My Yahoo! — later did 61 percent more searches on related terms than did a control group who’d visited the same part of the Yahoo! network but didn’t see the ads.