New Research Shows Search Ads Drive Brand Awareness

Throughout 2013, Ipsos MediaCT and Google conducted 61 simulated search experiments to measure the impact of search ads on brand awareness.

In each of the studies, 800 U.S. consumers who met the advertiser's specific target criteria participated in a simulated online search scenario across 12 categories of products.

The results show that search has a positive impact on both top-of-mind awareness and unaided brand awareness even when the consumer doesn't click on the ad.

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