That’s right, the study
conducted by Specific Media draws on 12-months of proprietary data tracking ad effectiveness and comScore data for more than 60 campaigns managed by Specific Media, and found that that,
“consumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturer), and segment terms (i.e. vehicle class), than unexposed consumers.
Want some specifics? Here you go:
Display
Advertising Lift on Search Activity |
Advertiser Category | | | Search (Brand & Segment) |
Automotive | | | 144% |
CPG | | | 22% |
Health | | | 260% |
News & Media | | | 144% |
Personal Finance | | | 206% |
Property & Real Estate | | | 125% |
Retail | | | 69% |
Travel & Tourism | | | 274% |
Average Lift | | | 155% |
Averages
based on comScore Ad Effectiveness data for Specific Media display advertising clients over 12-month period ending August 2008.