Branding Impact of Online Advertising

Online video and display advertising are effective at driving significant uplift in site visitation and advertiser search queries, even in the face of minimal clicks on ads.

Tuesday, April 13, 2010

Fox Networks and comScore, a leader in measuring the digital world, unveiled the findings of a U.K. study:
-Video and display advertising both successfully increased brand engagement in each of the four campaigns analysed. The average uplift across the campaigns saw site visitation increase by more than a factor of seven over a four week period following exposure to an ad, with consumers three times more likely to conduct search queries using brand or relevant generic terms in the same time period.
- When evaluating video and display side by side, consumers exposed to video advertising were 28 percent more likely to visit the brand site and nearly twice as likely to conduct a trademark search.
- Confirming expectations and previous industry understanding, video was able to generate a more immediate impact in the first five exposures than display ads in terms of increases in site visitation and search queries; however, behavioural response for those exposed to display climbed steadily as the number of ad impressions increased.
Anthony Rhind, Global Co-CEO, Havas Digital, one of the agencies thatsponsored the study adds, "This .Fox research is valuable because it looks beyond the usual data used by the industry for media trading. As opposed to relying on the usual simplistic denominators of click-thru & last event attribution, this research centres on consumer behaviour proxies that are better placed to reflect communication goals, defining success based on a mix of visitation, engagement and search behaviour across a four week period. By addressing difficult planning considerations such as cross format and multiple touchpoint attribution, this .Fox research better reflects the way Havas Digital believes campaigns must be evaluated if the digital media industry is to continue to grow in terms of significance for major advertisers."



More on this topic

Print and Online Advertising: Trends Crossing

November 2010

A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.

Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.

Return on Advertising Investment

September 2010

Marketing Managers are applying financial engineering methods to optimize their portfolio of marketing campaigns.

The growing concern from Marketing Managers about return on advertising is making them look more and more like financial managers.

Many millions are spent on advertising (in Central America about $ 1.8 billion per year), usually in a mix of different types of media and to apply expense optimization methods of portfolio investments, will lead to better rates of return on investments.

E-Marketing: Effective and Low Cost

July 2010

In this new breed of marketing to the “4Ps” (product, placement, price, promotion) the following been added: flow, functionality, feedback and loyalty (“4Fs” in Spanish).

The Internet, new information management tools and methodologies, combined with globalization, are redefining the way products are marketed.

Increase the ROI of Online Advertising

February 2010

Advertising online is not an option anymore but a necessity, and requires stricter planning than traditional advertising.

Every cent spent in an advertising budget must be carefully planned. These are though times, with fierce competition in all fields. Preparing successful advertising campaigns requires a lot of work, and actions in several fronts.

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