Top notch article. Over on Online Media Daily from urber cool internet guru Gian Fulgoni who heads up the ship over at comScore.
Common theme here is what I mentioned a while back. Internet ads are gaining share and proving to be just as powerful in gaining mind share with your consumer as TV. The stats from the comScore study were brought up again in the article as well where the study showed how people who view display ads will head over to Google to search for the brand ( 18% of the time) or just go direct to the company website (29% of the time). And when they do visit the site, they spend on average 55% more time there than just some Joe off the street. Cool stuff! Going way beyond just the click!
But the real juice from this article is in the comments. I have several that I want to take up here, so I'll start with this one:
Steve Latham from Spur Interactive brought up a cool case study:
"Case study: we recently ran a 1-month campaign (June 2009) for a regional retailer in which we isolated one market for heavy display advertising. The results were overwhelmingly validating: test market showed a 14% lift in sales vs. comparable markets, and based on in-store surveys, the Internet ranked higher than TV as the medium that influenced their visit to the store. We also found that 90% said they had been to the retailer's web site before coming to the store. Display CTRs were nothing to write home about but site traffic for the test market more than doubled. We also found the average person who hit the local store info page had seen 4-5 display ads. "
How cool right? Hey didn't someone have this idea earlier...hint hint...
http://www.outdoormojo.com/1/post/2009/06/cool-idea-geo-targeting.html
Everyone is using this, but word is still caught up in the chatter of the internet. And with Outdoor Enthusiasts, you are talking about a much stronger audience, very loyal, very research oriented ( thus why they spend 7 minutes a day on our sites).
Have a brand with an eCommerce channel AND a retail channel? Think of your ads as being able to drive online ROI and drive store traffic. Reward those choice account with a targeted campaign that delivers foot traffic into their store and at the same time cover part of your costs of the campaign with online sales to your corporate site.
Common theme here is what I mentioned a while back. Internet ads are gaining share and proving to be just as powerful in gaining mind share with your consumer as TV. The stats from the comScore study were brought up again in the article as well where the study showed how people who view display ads will head over to Google to search for the brand ( 18% of the time) or just go direct to the company website (29% of the time). And when they do visit the site, they spend on average 55% more time there than just some Joe off the street. Cool stuff! Going way beyond just the click!
But the real juice from this article is in the comments. I have several that I want to take up here, so I'll start with this one:
Steve Latham from Spur Interactive brought up a cool case study:
"Case study: we recently ran a 1-month campaign (June 2009) for a regional retailer in which we isolated one market for heavy display advertising. The results were overwhelmingly validating: test market showed a 14% lift in sales vs. comparable markets, and based on in-store surveys, the Internet ranked higher than TV as the medium that influenced their visit to the store. We also found that 90% said they had been to the retailer's web site before coming to the store. Display CTRs were nothing to write home about but site traffic for the test market more than doubled. We also found the average person who hit the local store info page had seen 4-5 display ads. "
How cool right? Hey didn't someone have this idea earlier...hint hint...
http://www.outdoormojo.com/1/post/2009/06/cool-idea-geo-targeting.html
Everyone is using this, but word is still caught up in the chatter of the internet. And with Outdoor Enthusiasts, you are talking about a much stronger audience, very loyal, very research oriented ( thus why they spend 7 minutes a day on our sites).
Have a brand with an eCommerce channel AND a retail channel? Think of your ads as being able to drive online ROI and drive store traffic. Reward those choice account with a targeted campaign that delivers foot traffic into their store and at the same time cover part of your costs of the campaign with online sales to your corporate site.
