adp display lifts search results study 2009
DESCRIPTION
TRANSCRIPT
Results Made EasySM
Display Advertising Impact on Search
Digital Advertising Measurability & Marketing Insights Gained
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Display Advertising Impact on Search
REPORT METHODOLOGY
• Research leveraged 12 months of proprietary Specific
Media Advertising Effectiveness data backed by comScore
• Validation – Utilized Control vs. Test Group methodologies
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KEY TAKEAWAYS:
Display advertising has an impact on both paid and organic
searches and clicks
Consumers exposed to display advertising were more likely to
search for brand and segment terms than unexposed consumers
Consumers exposed to display advertising are more likely to
click through on search listings
• Study indicates a strong association between display advertising and search
REPORT SUMMARY
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Display Lifts Search Study
• Specific Media research
suggests a strong association
between display advertising
and lifts search activity
• Consumers exposed to
display advertising were more
likely to search for brand
terms (i.e. automotive
manufacturers) and segment
terms (i.e. vehicle class)
Display Advertising Lift on Search Activity
Advertiser Category Average Search Lift
(Brand & Segment Terms)
Automotive 130%
CPG 22%
Health 291%
News & Media 144%
Personal Finance 246%
Property & Real Estate 125%
Travel & Tourism 347%
Median Lift 144%
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Impact on Searches
• BRAND: The most significant lifts were seen in the verticals of Travel & Tourism, Health and Personal Finance for branded terms
• SEGMENT: Personal Finance, Travel & Tourism and Automotive showed the highest lifts for the more general segment terms
Consumers exposed to an advertisers’ online display advertising searched more than consumers who were not exposed
Brand Terms: Specific terms associated with an advertiser (i.e. airline name)
Segment Terms: General terms associated with a product, service or industry (i.e. transcontinental flights)
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Impact on Clicks
• ORGANIC: Consumers exposed to display advertising were 4 times more likely to click an organic search link.
• PAID: Consumers exposed to display advertising were nearly 3 times more likely to click a paid search link.
Consumers exposed to an advertisers’ online display advertising were more likely to click on search results than those who were not exposed
Paid: Paid text-based advertisements that describe an advertiser’s website and the products and services offered
Organic: Non-paid text-based advertisements that describe an advertiser’s website and the products and services offered N/A: Insufficient data available
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Strategic Impact Action Items
Add targeted display advertising to maximize overall search marketing results and search advertising cost efficiency
• Display increases exposure to paid and
organic search links:
A higher number of people see your
search links
Each person who sees your search
link, sees a greater number of them
• Display keeps your brand top of mind
when consumers start searching for your
product / service / category
• Display boosts branded term searches
because they are advertiser specific
• Increase paid and organic clicks by
adding targeted display
• Advertisers should consider shifting
budget from inefficient paid search
terms to display This may result in
greater efficiencies for remaining search
campaigns