Adp   display lifts search results study 2009
Upcoming SlideShare
Loading in...5
×
 

Adp display lifts search results study 2009

on

  • 433 views

 

Statistics

Views

Total Views
433
Views on SlideShare
433
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Adp   display lifts search results study 2009 Adp display lifts search results study 2009 Presentation Transcript

  • Digital Advertising Measurability & Marketing Insights Gained
    Display Advertising Impact on Search
  • REPORT METHODOLOGY
    Display Advertising Impact on Search
    • Research leveraged 12 months of proprietary Specific Media Advertising Effectiveness data backed by comScore
    • Validation – Utilized Control vs. Test Group methodologies
  • REPORT SUMMARY
    • Study indicates a strong association between display advertising and search
    KEY TAKEAWAYS:
    Display advertising has an impact on both paid and organic searches and clicks
    Consumers exposed to display advertising were more likely to search for brand and segment terms than unexposed consumers
    Consumers exposed to display advertising are more likely to click through on search listings
  • Display Lifts Search Study
    • Specific Media research suggests a strong association between display advertising and lifts search activity
    • Consumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturers) and segment terms (i.e. vehicle class)
  • Impact on Searches
    Consumers exposed to an advertisers’ online display advertising searched more than consumers who were not exposed
    • BRAND: The most significant lifts were seen in the verticals of Travel & Tourism, Health and Personal Finance for branded terms
    • SEGMENT: Personal Finance, Travel & Tourism and Automotive showed the highest lifts for the more general segment terms
    Brand Terms: Specific terms associated with an advertiser (i.e. airline name)
    Segment Terms: General terms associated with a product, service or industry (i.e. transcontinental flights)
  • Impact on Clicks
    Consumers exposed to an advertisers’ online display advertising were more likely to click on search results than those who were not exposed
    • ORGANIC: Consumers exposed to display advertising were 4 times more likely to click an organic search link.
    • PAID: Consumers exposed to display advertising were nearly 3 times more likely to click a paid search link.
    Paid: Paid text-based advertisements that describe an advertiser’s website and the products and services offered
    Organic: Non-paid text-based advertisements that describe an advertiser’s website and the products and services offered N/A: Insufficient data available
  • Strategic Impact Action Items
    Add targeted display advertising to maximize overall search marketing results and search advertising cost efficiency
    • Display increases exposure to paid and organic search links:
    A higher number of people see your search links
    Each person who sees your search link, sees a greater number of them
    • Display keeps your brand top of mind when consumers start searching for your product / service / category
    • Display boosts branded term searches because they are advertiser specific
    • Increase paid and organic clicks by adding targeted display
    • Advertisers should consider shifting budget from inefficient paid search terms to display This may result in greater efficiencies for remaining search campaigns