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, reported the Center for Media Research.
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 |
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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 |
|
|
2.0 |
1.8 |
1.6 |
|
Total (billion $) |
$23.6 |
28.5 |
37.0 |
|
Source: eMarketer, November 2008 |
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