Thomas-DiSanto: Harris Direct Banner Study

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Thomas-DiSanto: Harris Direct Banner Study

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

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