Yahoo! and comScore Networks today released news of their study, "Close the Loop: Understanding Search and Display Synergy," which shows a combination of search and display advertising to be more effective than either alone. Results indicate that engagement and sales grow with this dual approach.

Fortune 100 company advertising was reviewed across different sectors. Page views were 68 percent higher than competitors' when a brand used both advertising techniques, and time spent was 66 percent higher. Audiences exposed to both ads bought 244 percent more online and 89 percent more offline than those who didn't see the ads.

Display ads boosted searches for the advertised product or service by about 26 percent, proving the link between display and search advertising.

Yahoo is the number one search engine in terms of audience, but has been the subject of mixed news recently. Since the release of Yahoo employee Brad Garlinghouse's Peanut Butter Manifesto, industry professionals have been tracking Yahoo's departing executives and failed deals amidst moves to get in the UGM and social media markets.