Media Evolution – Hear the Roar

courtesy of SearchEngineLand

According to a recent survey by comScore and GroupM Search,  consumers exposed to influenced social media and paid search clicked through 50 percent more than those not so exposed.  That is, consumers exposed to social media are more likely to click on a brand’s paid search ad compared to those exposed to the brand’s paid search alone. Among searchers using a brand’s product name in the query, the CTR increased from 4.5 percent to 11.8 percent when users were exposed to both influenced social media and paid search around a brand.

Here’s the downloadable white paper explaining it all:

The Influenced: Social Media, Search and the Interplay of Consideration and Consumption