Paid search 'can boost packaged goods brand awareness'

20th August 2008

A new study has suggested that packaged goods providers could benefit from a significant increase in brand awareness if they adopt paid search campaigns.

Unaided brand awareness could be given a 160 per cent boost among consumers through such campaigns, the research by comScore for MediaVest and Yahoo! revealed.

Those with a first-place paid search ranking could also be up to 20 per cent more likely to be perceived positively than if they were in second or third spot, the study indicated, according to Advertising Age.

Matt Wilburn, senior category director for consumer packaged goods at Yahoo!, highlighted the detrimental effects of neglecting to build a paid search presence.

"The implication is if you're present, your awareness goes up and if you're not present, your awareness goes down," he warned.

According to Ofcom, paid search represent the most commonly used form of internet advertising by UK firms.