MARKETING MUNCH
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Tag Archive: display advertising

Study: Branding Implications of SEM, SEO & Display Advertising

By Michael Wong | 0 Comments

iProspect, a search engine marketing firm, wanted to examine how impressions of various digital media assets – and combinations thereof – produced brand lift. The company commissioned comScore to develop and conduct research with the objective of uncovering the true effect of the digital media channels, and the effect of branding on customers’ purchase paths.

The research spanned organic search impressions, paid search impressions, online display ad impressions, and all combinations thereof, across 15 brands within five vertical industries: retail, insurance, banking/financial services, software, and hotels.

The research involved both real-time monitoring of Internet user behavior, as well as post-behavioral surveying of those users. Panelists were surveyed about the brands they had been exposed to via these various digital marketing assets.

Key findings:

  • Paid search result impressions have the greatest impact on brand lift, both in isolation and in combination with other digital assets.
    • In aggregate, paid search results generate 44 percent lift in likelihood to purchase.
    • Within the retail vertical, paid search impressions create a 54 percent lift in likelihood to purchase.
  • The combination of paid + organic search impressions produce the strongest brand lift across most of the brand metrics measured.
    • In aggregate, paid search results + organic search results net a 73 percent lift in likelihood to purchase.
    • Within the hotel vertical, paid + organic search impressions create a 147 percent lift in likelihood to purchase.
  • Online display advertising is also effective at producing brand lift, but makes its strongest contribution when used in combination with search engine results. This combination produced a surprisingly high brand lift across many of the verticals studied.
    • In aggregate, organic search results + display ad impressions net a 16 percent increase in likelihood to purchase.
    • Within the banking/financial vertical, organic search results + display ad impressions create a 64 percent lift in likelihood to purchase.

Does your marketing strategy take into account the branding benefits of a combined digital media advertising strategy?

Full story and PDF download of study at iProspect »

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Facebook Serves 1 In 4 US Display Ads

By Michael Wong | 0 Comments

Data from the comScore Ad Metrix online advertising intelligence service indicated that nearly 1.3 trillion display ads were delivered to U.S. Internet users during the third quarter, marking a 22-percent increase versus year ago.

Facebook led all online publishers in Q3 2010 with 297 billion display ad impressions, representing 23.1 percent market share. Facebook’s market share has increased 13.9 percentage points from 9.2 percent in Q3 2009.

Yahoo! Sites ranked second during the most recent quarter with 140 billion impressions (11.0 percent), followed by Microsoft Sites with 64 billion impressions (5.0 percent) and Fox Interactive Media with 48 billion impressions (3.8 percent).

The average U.S. Internet user was delivered more than 6,000 display ads over the course of the quarter.

Does your marketing strategy include Facebook advertising?

It is actually not as expensive as you might think. Yesterday, I set up a campaign to promote Marketing Munch, and I estimate that it should only cost about $97 to reach approximately 1,381,740 male and female Facebook users, aged 25 to 50, based in the United States, who have indicated they like or are interested in advertising, marketing, etc.

I made an initial bid of $0.15 CPM, despite Facebook’s suggested bid of $0.33 to $0.53.

So far the ad has generated 43,415 impressions, for $2.88, at an average CPM of $0.07. The ad has attracted 3 clicks, a click-through rate of 0.01%, at an average cost-per-click (CPC) of $0.96.

Now, $0.96 CPC may look expensive, depending on your marketing goals. I prefer to look beyond just the CPC.

I think of Facebook advertising as display advertising, like in a newspaper or magazine, except it’s way more targeted. If you advertise in your local newspaper, how much are you pay for every 1,000 ad impressions? Certainly, no where near as low as $0.07 CPM.

Of course, it might take 5, 10, or even 100 ad impressions for the ad to make an impression on every Facebook user who might be interested in my blog. I still consider that good value when you compare it to other forms of display advertising.

Full story at comScore »

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