Archive for January, 2009

Display Ads Lift Searching

Posted in Uncategorized on January 5, 2009 by southborough

According to 12 months of proprietary Specific Media Ad Effectiveness data, by comScore, display advertising significantly lifts Online search activity. The study demonstrates that consumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturer), and segment terms (i.e. vehicle class), than unexposed consumers.
Chris Vanderhook, COO, Specific Media, said “… unique post-campaign reporting tools show how display campaigns impact search, site visitation and engagement…”

The study shows that display advertising has a direct impact on both paid and organic searches and clicks.

Display Advertising Lift on Online Search Activity

Advertiser Category
% Search Lift (Brand & Segment)

Automotive
144%

CPG
22%

Health
260%

News & Media
144%

Personal Finance
206%

Property & Real Estate
125%

Retail
69%

Travel & Tourism
274%

Average Lift
155%

Source: comScore Ad Effectiveness Data, December 2008

David Hallerman, senior analyst at eMarketer agreed that “There is a connection between display and search ads… often it’s not the search ad alone that gets consumers to act, but the context of all the marketing that preceded it.”

And complementary data from eMarketer says that search and display ads will retain the highest share of online ad spending formats through 2013, and will be the only formats to maintain double-digit share through that period.

US Online Ad Spending by Format (% of Total $ in Billions)

% Total Ad Spend

Format
2008
2010
2012

Search
45.3%
48.7%
47.8

Display
19.6
19.1
19.4

Video
2.5
4.4
8.1

Rich media
8.0
7.9
8.0

Classifieds
13.3
10.3
8.0

Lead generation
6.8
5.9
5.4

Sponsorships
2.5
1.9
1.7

E-Mail
2.0
1.8
1.6

Total (billion $)
$23.6
28.5
37.0

Source: eMarketer, November 2008

Wallpaper Video

Posted in Uncategorized on January 5, 2009 by southborough