Listen up, marketers: Paid search lifts brand metrics, particularly when paired with other media. That's according to Kevin Lee, who summarizes new research presented at the Re:think 2009
conference, the 55th annual convention of the Advertising Research Foundation. Presented by Angela O'Connell, head of cross media research at Google Europe, and Lucas Hulsebos, media research director
at MetrixLab, the research validated Lee's long-held theory about the effectiveness of paid search.
The research analyzed media interaction to determine lift in brand metrics as consumers were exposed to advertising in a variety of media, according to Lee. He tells us when search prompted brand lift, the study further focused on search's "effectiveness" and "efficiency" compared with other offline media. "Effectiveness combined the branding effect, multiplied by reach; efficiency was effectiveness divided by the [amount spent] for that media," he writes, explaining the formula.