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Thomas-DiSanto: Harris Direct Banner Study
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Thomas-DiSanto: Harris Direct Banner Study

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  • 1. Advertising Interactivity StudyHarrisDirect
  • 2. 2
    Executive Summary
    Purpose: to explore the interaction between display and search ads
    Study was undertaken with HarrisDirect
    Results:
    Display ads drive
    - Searches
    - Algorithmic search result clicks
    - Sponsored search clicks
    - Activity interaction with the advertiser site.
  • 3. 3
    Control Group
    Test Group
    Not Shown Client Ad
    Shown Client Ad
    Study Used a Test/Control Methodology
  • 4. 4
    Client Ad
    Control Ad
    Users Were Surveyed and Relevant Behaviors Observed
    Test Group
    (1) Exposed to client ad &recruited for survey
    (2) Search behavior observed
    (3) Activity on client site observed
    2-3 week campaign period
    Control Group
    (1) Exposed to control ad &recruited for survey
    (2) Search behavior observed
    (3) Activity on client site observed
  • 5. 5
    Ad Exposure Produced Positive Attitudinal Changes…
    Viewing These Ads:
    Had This Effect On:
    Aided Brand Awareness
    Up 7%†
    Brand Favorability
    Up 32%
    Purchase Intent
    Up 15%†
    On:
    † Not statistically significant
  • 6. 6
    … But Search Behaviors Changed Much More Dramatically
    People who saw display ads were 61% morelikely tosearch on related topics…
    …and drove 139% moreclicks on algorithmic and sponsored links…
    …specifically driving 249% more sponsored search clicks …
    …and driving 91% moreactivity on the HarrisDirect.com website.
  • 7. 7
    % Increase, Exposed vs. Control
    Brand Awareness
    Brand Favorability*
    Attitudes
    Purchase Intent
    Sponsored Search Views**
    Marketing Funnel
    Sponsored Search Clicks**
    Behaviors
    Sponsored + Algorithmic Clicks**
    Activity on Client Website**
    • *Significant at 90%
    • 8. ** Significant at 95%
    Note: Results here are on a per browser cookie or per survey respondent basis.
    Impact of Display Ads – Harris Direct
  • 9. 8
    Key Findings
    Viewing branded display ads can:
    • increase the number of relevant searches
    • 10. increase the number of clicks on results leading to the brand site
    • 11. increase the number of users interacting with brand site
    That impact is likely determined by four factors:
    • Initial awareness of brand
    • 12. Length of product purchase consideration cycle
    • 13. Type and strength of display ad call-to-action
    • 14. Type of audience (i.e. heavy versus light online finance users)