In a recent comScore study, researchers examined 139 online display advertising campaigns across show a variety of vertical industries, including Retail, Travel, Finance, Automotive, Electronics, Software and Media & Entertainment. comScore confirmed that display advertising can have a significant positive impact on:
- • Visitation to the advertiser’s Web site
(lift of at least 46% over a four week period)
• Increased search queries for advertiser’s branded term
(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%)
Research also shows that online display advertising can have a substantial latency effect on consumers’ online behavior while also having the ability to drive increased traffic into retail stores, resulting in meaningful increases in offline sales.
Based on this research, it’s clear that understanding the lift created in all channels is important to calculating display advertising ROI, and all marketers should consider adding display to their online budgets
Source:comScore “Whither the Click”
Tags: advertising, display advertising, Market Research, media, Online Advertising
