Ugrás a tartalomhoz Lépj a menübe

Half Respond To Display Ads By Searching


The long awaited display/search link made

For the longest time, hardcore ROI-focused PPCers saw little to convince them of the benefits of traditional branding online. Rampant ad blindness among consumers and lack of data to support “awareness” arguments* led many to maintain trimmer, search-focused budgets with measurable results.

new study from iPospect, commissioned by Forrester Consulting, though, bridges the gap between search and display by revealing 49 percent of internet users who respond to display ads eventually run a search on a company, product, or service featured in them.

The key term there is eventually. Only 27 percent of those who respond to display ads perform an immediate search, compared to 31 percent who click on the ad itself, and 38 percent respond eventually with a search and visit websites from the results (for an aggregate of 49% when combined with those who search and do not click on the results).

The word eventually is important because it’s much rarer that initial exposure to a display ad will inspire a purchase. Just 14 percent of those who respond to a display ad will buy upon first exposure, but a third (33%) eventually purchase from a company with which they are already familiar, and 38 percent of those who respond to a display ad learn about a brand for the first time as a result of their exposure to the ad. 

Another necessary semantic distinction involves those who respond to a display ad, which of course, isn’t everybody. Still, among the group surveyed by iProspect, those who respond to display ads equaled 52 percent.

“In essence, search becomes an alternative mechanism for Internet users to respond to online display,” said iProspect CEO Robert Murray. "Considering that, this finding has an important message for marketers -- if they are going to invest in online display, then they should leverage search marketing to help them capture the demand that display advertising creates. In other words, they should consider search as a form of insurance for their display investment."

Misty Locke, chief strategy officer for iProspect, chimes in with a term only very recently used to refer to online advertising: attribution model. “The findings also speak to the need for marketers to implement attribution modeling that is created with their needs in mind. This is key to understanding not only the impact of search and display on conversions, but also the impact of all of their online tactics."

Attribution models are fairly staple for traditional brand advertising. They show direct relationships between an ad campaign and resulting changes in sales as a result. Determining an attribution model for online sales is trickier because it is difficult to determine whether a sales conversion ultimately occurred as a result of a particular search or display ad, or if the decision was made farther in advance or somewhere else along the cyber path.

Nonetheless, ad gurus at the recent
ad:Tech conference in San Francisco indicate the advertising industry’s desire to apply attribution models to online campaigns. (Hint: doing so could help raise advertising dollars beyond simple PPC.)





Hozzászólás megtekintése

Hozzászólások megtekintése

buy prescription online pharmacy 187 mg

(WilliamRoabs, 2019.08.14 03:41)

<a href=>reputable mexican pharmacies online</a> real online pharmacies <a href=>purchase of prescription drugs without prescription on line from the uk/#canada is good for pharmacy?</a>

Procure reduced tldlfl no preparation

(BranleyItaws, 2019.08.13 18:48)

cialis registered users - buy generic cialis online
cialis in australia
<a href="">generic cialis in usa
</a> - order cialis online no prescription
cialis generic canada user rights

canadian online pharmacies 63 mg

(Brianfem, 2019.08.13 08:26)

<a href=>pharmacies online</a> best online pharmacy for viagra <a href=>best online pharmacy</a>

pharmacy technician training online 370 mg

(Brianchied, 2019.08.13 04:55)

<a href=>canadian pharmacy viagra</a> american online pharmacy <a href=>Cheap Drugs</a>

Pecking order stingy sldnfl no hallucinogenic

(Fasonlop, 2019.08.12 10:52)

danger online purchasing viagra - viagra for sale
viagra, effects
<a href="">herb viagra for sale
</a> - viagra without prescription
order viagra online usa

online pharmacy levitra 116 mg

(Brianfem, 2019.08.12 07:09)

<a href=>canadian online pharmacies</a> safest online pharmacy <a href=>cvs pharmacy - online pharmacy - shop for wellness and ...</a>

online pharmacy no prescription 296 mg

(Brianchied, 2019.08.12 06:52)

<a href=>legitimate canadian online pharmacies</a> online steroid pharmacy <a href=>free online pharmacy technician practice test</a>

Spring cleaning HERE IS A MASTER! Perfectly conceived, it will look cool in my cottage.

(post construction cleaning nyc, 2019.08.11 18:49)

The cleansing firm carries out cleaning of spaces of numerous dimensions as well as arrangements.

The company's professionals provide cleaning with the help of contemporary technologies, have unique tools, as well as additionally have licensed detergents in their collection. In addition to the above advantages, white wines provide: favorable prices; cleaning in a short time; high quality outcomes; more than 100 positive testimonials. Cleaning up offices will aid keep your office in order for the most efficient job. Any type of business is very vital atmosphere in the group. Cleaning up solutions that can be ordered inexpensively now can help to arrange it and also provide a comfortable area for labor.

If essential, we leave cleansing the cooking area 2-3 hours after placing the order. You obtain cleansing immediately.

We provide specialist <a href=>maid service company</a> for private customers. Utilizing European tools and licensed tools, we accomplish optimal results and supply cleaning quickly.

We offer discounts for those who use the service for the very first time, along with desirable regards to teamwork for routine customers.

Our friendly group uses you to get accustomed with beneficial terms of participation for company customers. We responsibly approach our tasks, tidy making use of expert cleansing products as well as specific tools. Our employees are educated, have medical books and know with the subtleties of getting rid of complex and also hard-to-remove dirt from surface areas.

We offer top quality cleansing for big enterprises and also little companies of numerous instructions, with a discount rate of up to 25%.

purchase propecia 397 mg

(Jamaalscult, 2019.08.11 17:45)

<a href=>order propecia</a> propecia online <a href=>finasteride</a>

buy imitrex pills online 322 mg

(Michaeltub, 2019.08.11 09:42) - buy sumatriptan online buy imitrex online without prescription <a href=>buy imitrex no rx</a>

buy finasteride 383 mg

(Jamaalscult, 2019.08.10 20:13)

<a href=>buy propecia with no prescription</a> propecia <a href=>buy propecia usa</a>

buy imitrex 264 mg

(Michaeltub, 2019.08.10 08:52) - order sumatriptan buy imitrex usa <a href=>imitrex</a>

order propecia 255 mg

(Jamaalscult, 2019.08.09 22:56)

<a href=>propecia online</a> purchase propecia <a href=>buy propecia uk</a>

Pronouncement tight-fisted sldnfl no drug

(ZobinVat, 2019.08.09 17:12)

viagra sell by date - generic viagra
can you buy viagra in hong kong
<a href="">buy generic viagra online
</a> - viagra prescriptions
viagra eli lilly

buy imitrex uk 183 mg

(Michaeltub, 2019.08.09 08:15) - buy imitrex no prescription buy sumatriptan <a href=>buy imitrex pills online</a>

buy propecia medication 159 mg

(Jamaalscult, 2019.08.09 01:42)

<a href=>where buy propecia</a> buy propecia no prescription <a href=>finasteride</a>

buy imitrex 70 mg

(Michaeltub, 2019.08.08 07:54) - generic sumatriptan buy sumatriptan online <a href=>sumatriptan</a>

buy propecia online 379 mg

(Jamaalscult, 2019.08.08 04:47)

<a href=>buy propecia online without prescription</a> buy generic propecia <a href=>buy propecia</a>

Tidiness tight-fisted output medicine

(RozertDes, 2019.08.07 00:40)

cbd pure reviews - cannabidiol oil
best cbd oil for back pain
<a href="">cannabidiol oil
</a> - key health benefits of CBD oils:
cbd without thc near me

online indian pharmacy 159 mg

(WilliamSon, 2019.08.05 10:46)

Howdy! - best online pharmacy viagra good web page.

« előző

1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24 | 25 | 26 | 27 | 28 | 29 | 30 | 31 | 32 | 33 | 34 | 35 | 36 | 37 | 38 | 39 | 40 | 41 | 42 | 43 | 44 | 45 | 46 | 47 | 48 | 49 | 50 | 51 | 52 | 53 | 54 | 55 | 56 | 57 | 58 | 59 | 60 | 61 | 62 | 63 | 64 | 65 | 66 | 67 | 68 | 69 | 70 | 71 | 72 | 73 | 74 | 75 | 76 | 77 | 78 | 79 | 80 | 81 | 82 | 83 | 84 | 85 | 86 | 87

Következő »