Digital Advertising Measurability & Marketing Insights Gained<br />Display Advertising Impact on Search<br />
REPORT METHODOLOGY<br />Display Advertising Impact on Search<br /><ul><li>Research leveraged 12 months of proprietary Spec...
Validation – Utilized Control vs. Test Group methodologies </li></li></ul><li>REPORT SUMMARY<br /><ul><li>Study indicates ...
Display Lifts Search Study<br /><ul><li>Specific Media research suggests a strong association between display advertising ...
Consumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturers) and se...
SEGMENT: Personal Finance, Travel & Tourism and Automotive showed the highest lifts for the more general segment terms</li...
Impact on Clicks<br />Consumers exposed to an advertisers’ online display advertising were more likely to click on search ...
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Adp Display Lifts Search Results Study 2009

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Adp Display Lifts Search Results Study 2009

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Adp Display Lifts Search Results Study 2009

  1. 1. Digital Advertising Measurability & Marketing Insights Gained<br />Display Advertising Impact on Search<br />
  2. 2.
  3. 3. REPORT METHODOLOGY<br />Display Advertising Impact on Search<br /><ul><li>Research leveraged 12 months of proprietary Specific Media Advertising Effectiveness data backed by comScore
  4. 4. Validation – Utilized Control vs. Test Group methodologies </li></li></ul><li>REPORT SUMMARY<br /><ul><li>Study indicates a strong association between display advertising and search</li></ul>KEY TAKEAWAYS:<br />Display advertising has an impact on both paid and organic searches and clicks<br />Consumers exposed to display advertising were more likely to search for brand and segment terms than unexposed consumers<br />Consumers exposed to display advertising are more likely to click through on search listings<br />
  5. 5. Display Lifts Search Study<br /><ul><li>Specific Media research suggests a strong association between display advertising and lifts search activity
  6. 6. Consumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturers) and segment terms (i.e. vehicle class)</li></li></ul><li>Impact on Searches<br />Consumers exposed to an advertisers’ online display advertising searched more than consumers who were not exposed<br /><ul><li>BRAND: The most significant lifts were seen in the verticals of Travel & Tourism, Health and Personal Finance for branded terms
  7. 7. SEGMENT: Personal Finance, Travel & Tourism and Automotive showed the highest lifts for the more general segment terms</li></ul>Brand Terms: Specific terms associated with an advertiser (i.e. airline name)<br />Segment Terms: General terms associated with a product, service or industry (i.e. transcontinental flights)<br />
  8. 8. Impact on Clicks<br />Consumers exposed to an advertisers’ online display advertising were more likely to click on search results than those who were not exposed<br /><ul><li>ORGANIC: Consumers exposed to display advertising were 4 times more likely to click an organic search link.
  9. 9. PAID: Consumers exposed to display advertising were nearly 3 times more likely to click a paid search link.</li></ul>Paid: Paid text-based advertisements that describe an advertiser’s website and the products and services offered<br />Organic: Non-paid text-based advertisements that describe an advertiser’s website and the products and services offered N/A: Insufficient data available<br />
  10. 10. Strategic Impact Action Items<br />Add targeted display advertising to maximize overall search marketing results and search advertising cost efficiency<br /><ul><li>Display increases exposure to paid and organic search links:</li></ul>A higher number of people see your search links<br />Each person who sees your search link, sees a greater number of them<br /><ul><li>Display keeps your brand top of mind when consumers start searching for your product / service / category
  11. 11. Display boosts branded term searches because they are advertiser specific
  12. 12. Increase paid and organic clicks by adding targeted display
  13. 13. Advertisers should consider shifting budget from inefficient paid search terms to display This may result in greater efficiencies for remaining search campaigns</li>
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