According to a recent study, conducted by Interactive Advertising Bureau (IAB) and Nielsen//NetRatings, sponsored text advertising is very useful for online branding. iMedia Connection, commenting the news reports the opinion of Marc Ryan, senior director, analysis of Nielsen//NetRatings:
"This research suggests that the optimal media mix includes search and display ads, a combination which allows advertisers to take advantage of the push/pull dynamics of the Web while still delivering on core branding metrics."
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