The latest research from comScore gives the Interactive World some new data to share with clients about what used to be intangible...the lift from constant exposure to display advertising. Just like broadcast where you need to see or hear a message at least 3 times before you take action if you are in the Buyers Awareness Cycle, exposure to display advertising can also lead to an action but the "click-through" is not the ultimate metric to analyze your advertising return. MediaPosts Online Publisher Insider quotes the research above as "Selling Brand Awareness Online: Back To The Future"...
"Enter the new comScore / Online Publisher Associate research pointing toward the efficacy of online display advertising. Their presentation ( here is the slideshow) takes the kind of approach those of us who have been selling advertising since pre-digital days would recognize well. It takes a long view of the relationship between audience exposure to advertising and sales outcomes. The key selling points should bring a smile to the face of anyone who sold print with this kind of logic:
Audiences exposed to display advertising are more likely to be aware of the advertiser than audiences on the same sites who are not exposed to such advertising.
Audience segments who see the ads on a site are more likely to become customers of the advertiser.
They tend to spend more than customers not exposed to the ads.
What I like about this kind of selling approach is that it gives advertisers the freedom to believe as John Wanamaker believed -- trusting that your good advertising will have an effect, even if you do not have the immediate clickstream metrics to prove it."