Search as a form of “insurance” for investment in display advertising

Yes, that's what you can get using display advertising and search for your campaign. according to iProspect’s “Search Engine Marketing and Online Display Advertising Integration Study”, a really interesting study conducted by Forrester Research.

Relationship between search and online display is closer than many marketers might think, iProspect said, noting that internet users initially respond to online display advertising as follows:
■31% respond by directly clicking on an ad.
■27% respond by searching for the product, brand, or company by launching a search on a search engine.
■21% respond by typing the company web address into their browser and directly navigating to the website.
■9% respond by investigating the product, brand, or company through social media venues.
“The key message from this study is that online display advertising is far from dead - its 31% direct response rate confirms that,” said Robert Murray, CEO, iProspect. “However, it is interesting to see that almost as many people initially respond to display ads by performing a search as those who actually click on an ad. In essence, search becomes an alternative mechanism for internet users to respond to online display.”

you can read more about display adv redemption and CTR here

Full article here