”The “Search Engine Marketing and Online Display Advertising Integration Study” suggests that while 31% of people click on display ads, nearly as many — 27% — go to search engines to provide a search. More than 20% type the company Web address into their browser and directly navigate to the Web site, and 9% respond by investigating the product, brand, or company through social media.

MediaPost Publications Study Confirms Display Ads, Paid Search Work in Concert 05/11/2009