Getting back to my earlier post, here are some highlights from a study released by Comscore on the 18th of June:
· There are more relevant ways to measure the branding impact of online ad campaigns beyond clicks – which is a Direct Response metric
· Search + Site Visitation + e-Commerce Spending [measured over time to account for latency effects] = a smart formula for measuring display advertising effectiveness
· One in 5 exposed to display advertising conduct related searches for the advertised brands
· One in 3 exposed to display advertising visit the advertised brands’ sites
· E-commerce spending in the advertised categories was significantly higher among online audiences exposed to the largest ad campaigns
· Environment Matters: There are differences in audience composition and behavior of those exposed to display advertising on content sites
· Audiences exposed to display advertising are more engaged with advertisers’ sites – staying longer and consuming more pages
· Audiences exposed to display advertising that visit advertisers’ sites have higher incomes than their typical visitors – and this positively impacts related online spending
· Visitors exposed to display advertising spend more on e-commerce spending in the advertised categories – especially true for those viewing display ads
