Digital Advertising Measurability & Marketing Insights GainedDisplay Advertising Impact on Search

REPORT METHODOLOGYDisplay Advertising Impact on SearchResearch leveraged 12 months of proprietary Specific Media Advertising Effectiveness data backed by comScoreValidation – Utilized Control vs. Test Group methodologies

Research leveraged 12 months of proprietary Specific Media Advertising Effectiveness data backed by comScore

Validation – Utilized Control vs. Test Group methodologies

REPORT SUMMARYStudy indicates a strong association between display advertising and searchKEY TAKEAWAYS:Display advertising has an impact on both paid and organic searches and clicksConsumers exposed to display advertising were more likely to search for brand and segment terms than unexposed consumersConsumers exposed to display advertising are more likely to click through on search listings

Study indicates a strong association between display advertising and search

Display Lifts Search StudySpecific Media research suggests a strong association between display advertising and lifts search activityConsumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturers) and segment terms (i.e. vehicle class)

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 SearchesConsumers exposed to an advertisers’ online display advertising searched more than consumers who were not exposedBRAND: The most significant lifts were seen in the verticals of Travel & Tourism, Health and Personal Finance for branded termsSEGMENT: Personal Finance, Travel & Tourism and Automotive showed the highest lifts for the more general segment termsBrand 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)

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

Impact on ClicksConsumers exposed to an advertisers’ online display advertising were more likely to click on search results than those who were not exposedORGANIC: 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 offeredOrganic: Non-paid text-based advertisements that describe an advertiser’s website and the products and services offered N/A: Insufficient data available

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.

Strategic Impact Action ItemsAdd targeted display advertising to maximize overall search marketing results and search advertising cost efficiencyDisplay increases exposure to paid and organic search links:A higher number of people see your search linksEach person who sees your search link, sees a greater number of themDisplay keeps your brand top of mind when consumers start searching for your product / service / categoryDisplay boosts branded term searches because they are advertiser specificIncrease paid and organic clicks by adding targeted displayAdvertisers should consider shifting budget from inefficient paid search terms to display This may result in greater efficiencies for remaining search campaigns

Display increases exposure to paid and organic search links:

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