How Online Advertising Works: Whither the Click?
Posted by Andrew on December 30, 2009 | No Comments
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.
Source: comScore, Inc.
Link to External Resource: How Online Advertising Works: Whither the Click?
See more Resources like this in the following Web Marketing Guide Section: Web Advertising
Filed Under: Web Marketing
