This document discusses the impact of online display advertising campaigns. It shows that exposure to one ad of any format increases brand impact by 5 percentage points on average globally compared to a control group. Exposure to two or more ads increases brand impact by 14 percentage points on average. The document also contains charts showing the effects of single versus multiple exposures to different ad formats on brand awareness, ad recall, and whether consumers would recommend the brand. It includes intellectual property statements indicating the presentation is the property of CarnationGroup and cannot be shared without permission.

1. 05/06/2013
VERNYIK IMRE, HEAD OF MEDIA
BUDAPEST, HUNGARY
A PERFORMANCE
SUPER-HYPE
MEGFELEDKEZIK A
MÁRKÁKRÓL?

2. FORRÁS: ONLINE MARKETING DENVER

3. Average Brand Impact of Online Display Campaigns Globally After
Exposure to 1 Ad of Any Format vs. 2+ Ads of Any Formats
PercentagePoint
Delta(ExposedminusControl)
Forrás: Dynamic Logic MarketNorms®,

4. FORRÁS: marketingmag.com / Data shows uplift in measure as a result of one exposure to
each ad format.

5. 57%
77%
38%
19%
5%
4%
0%20%40%60%80%100%
control
exposed
yes no Hard to sayN=417
38%
72%
48%
24%
14%
4%
0% 20% 40% 60% 80% 100%
control
exposed
yes no hard to say
FORRÁS: google / Gemius / Telenor kutatás - 2012

7. DIGITAL COMMUNICATION
DIRECT
TRAFFICBRAND
AWARENESS
AD RECALL
WEBSITE
SEARCH
SEO
PPC SN
MAIN PAGE
SEARCH BUTTON
CHOOSE
PRODUCT
BOOKING
DETAILS
BOOKING
PAID
SEARCH
VIDEO ADDISPLAY SOCIAL AD
CONVERSION
SHOP
ADATOK: CONSUMER BAROMETER – HITEL VÁSÁRLÓK KERESÉSI SZOKÁSAI

8. NO NEED TO READ THIS, UNLESS YOU ARE A LAWYER
Intellectual property statement
The whole and all parts of this presentation and project information, including ideas,
functional descriptions, graphic designs are the intellectual work of CarnationGroup and
fall under the copyright law in accordance with Act 8/1996 on copyrights.
This presentation constitutes the property of CarnationGroup and was exclusively
compiled for the Agent therefore cannot be handed over or made available to any third
party without the prior written consent of CarnationGroup.