Web Advertising
Learn the keys to developing and maintaining effective Web advertising campaigns.
The following are the best resources on the Web about Web Advertising.
An insightful look at the costs and benefits of brand advertising in a tough economy. Includes a B2B example and a look into how to derive an approximation of the cost of not branding, expressed either in terms of additional sales headcount required to compensate for lack of branding, or in terms of sales opportunity cost to compensate for an underdeveloped brand. Highly recommended. From the resource:
"When the dollars get tight, spend shifts to more tangible, less expensive marketing programs with the promise of shorter-term returns (or at least lower costs). Not that there's anything wrong with saving a few bucks wherever you can get the job done more efficiently. But when saving money becomes the goal instead of a guideline, something big always suffers -- and it's usually the brand."
The Cost Of NOT Branding
Pat LaPointe, MediaPost
Display advertising continues to evolve as a core Web marketing component. comScore's massive study holds significant value for online marketers seeking to understand the role and importance of display advertising. In this study, comScore leveraged their panel of 2 million internet users, examining 139 banner ad campaigns. Display advertising-related findings include:
"It's clear that display advertising, despite a lack of clicks, can have a significant positive impact on:
- Visitation to the advertiser's Web site (lift of at least 46% over a four week period)
- The likelihood of consumers conducting a search query using the advertiser's branded terms (a lift of at least 38% over a four week period)
- Consumers' likelihood of buying the advertised brand online (an average 27% lift in online sales)
- Consumers' likelihood of buying at the advertiser's retail store (an average lift of 17%)"
Unlike search/keyword advertising, display advertising does not normally result in an immediate click, rather the display ad creates interest in the product or service which is realized at a later date as a vendor-specific site visit, search query, and/or a purchase.
How Online Advertising Works: Whither the Click?
comScore, Inc.
