Consumers are 'subliminally' affected by banner ads, says analyst

New data found by marketingresearch firm eMarketer indicates that banner ads have a "subliminal" effect on customers' purchasing habits, reports MediaPost.

According to the eMarketer senior analyst David Hallerman, 18 percent of consumers searched the web for a brand's product after viewing display units featuring the item. The effectiveness of a brand's targeting strategy may play a large role in this, though, notes Hallerman.

Banner ads complement other marketing initiatives, especially searchadvertising. Hallerman says that companies will spend $12.4 billion on search advertising - 45 percent more than what they spend on various display formats.

Hallerman expects internet marketing budgets to begin to cannibalize more traditional channels, like newspapers and magazine. By 2014, the analyst projects the web will account for 20 percent of total ad spend.

Display ads will account for some of this growth, especially as in-banner video becomes more popular. A recent eMarketer report projects that the value of video display ads will increase 33 percent this year.

Mediaagency Group M recently reported that the web is leading worldwide ad spend in terms of growth. The group expects internet expenditures to rise 10 percent over 2009.