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Display Ads Lift Search Response
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Dec 6, 2008 by Mark MaierIt baffles me when some marketers are so focussed on "results and measurements" that they fail to see the true reason behind the results. A case in point is "branding" advertising. I know this is a broad term but put it in the context of how we think as consumers and it really makes sense. Let's say your tire blows out as you are on your way home from work and the spare is flat as well. What do you do? Your mind automatically goes to solutions you can think of yourself which includes the providers of that solution. This is the tire store with the roadside assistance truck you saw online, heard on the radio, or saw in a TV ad that was there to push the "brand" because you didn't need that service last night, you need it now on the side of the road and advertising did the job it was supposed to, it created Top of Mind Awareness. If you couldn't think of that business, you would probably call a friend or family member who would know who to call and they would use Top of Mind Awareness to give you an answer. If you have your smartphone, you hit a search engine and then you look through the list to see if your recognize someone, again you use Top of Mind Awareness. Usually the last place we look is the phone book, again you look for someone you recognize from your Top of Mind Awareness. "Branding" accomplishes this very thing and 62% of consumers shop Top of Mind Awareness while leaving 38% of consumers who shop price and item. What numbers are your clients smarter to market to? To help your clients understand this, review the 4 Stages of the Buyers Awareness Cycle with them.That being said, MediaPost issued a summary of the results from a Specific Media study that shows the lift (increase attributed to) of display (branding) advertising on search activity and click-throughs....
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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% |
"As advertisers look to control their media spend, measure impact and validate the effectiveness of their marketing efforts, strategies that lift organic traffic are invaluable," said Chris Vanderhook, chief operating officer at Specific Media.
Demonstrating a correlation between display and search, the study incorporated 12 months of proprietary "ad effectiveness" data backed by comScore, tracking approximately 60 Specific Media campaigns.
According to Vanderhook: "We've always known that display advertising significantly impacts consumer activity."
The study demonstrates that consumers exposed to display advertising were more likely to search for brand terms, such as "automotive manufacturer," and segment terms, like "vehicle class," than unexposed consumers. "
I know your clients are searching for ways to quantify and qualify the Return on Investment for each and every advertising dollar, they need to know how to track it on the phone, when customers come through the doors, or when customers hit their website. This study validates what "branding" advertising can do for business to generate results, that same theory carries itself over to radio and television advertising as they build Top of Mind Awareness with potential customers.
