According to 12 months of proprietary Specific Media Ad Effectiveness data, by comScore, display advertising significantly lifts Online search activity. The study demonstrates 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.
Chris Vanderhook, COO, Specific
Media, said "... unique post-campaign reporting tools show how display campaigns impact search, site visitation and engagement..."
The study shows that display advertising has a
direct impact on both paid and organic searches and clicks.
Display Advertising Lift
on Online Search Activity |
Advertiser Category | % Search Lift
(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% |
Source: comScore Ad Effectiveness Data, December 2008 |
David Hallerman, senior analyst at eMarketer agreed that "There is a
connection between display and search ads... often it's not the search ad alone that gets consumers to act, but the context of all the marketing that preceded it."
And complementary
data from eMarketer says that search and display ads will retain the highest share of online ad spending formats through 2013, and will be the only formats to maintain double-digit share through that
period.
US Online Ad Spending by Format(% of Total $ in
Billions) |
| % Total Ad Spend |
Format | 2008 | 2010 | 2012 |
Search | 45.3% | 48.7% | 47.8 |
Display | 19.6 | 19.1 | 19.4 |
Video | 2.5 | 4.4 | 8.1 |
Rich media | 8.0 | 7.9 | 8.0 |
Classifieds | 13.3 | 10.3 | 8.0 |
Lead generation | 6.8 | 5.9 | 5.4 |
Sponsorships | 2.5 | 1.9 | 1.7 |
E-Mail | 2.0 | 1.8 | 1.6 |
Total (billion $) | $23.6 | 28.5 | 37.0 |
Source: eMarketer, November 2008 |
For additional information from SpecificMedia, please visit here, or from eMarketer, go here.