Blog: Online Analytics

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Display Advertising Effectiveness - Three Essential Links

Jul 6 2009

  1. The Silent Click: Building Brands Online (Online Publishers Association) -- A new study commissioned by the OPA and comScore suggests that online display advertising is more effective at creating incremental lift than previously thought. According to the press release announcing the study, "For consumers exposed to brand display ad campaigns, the research found that:
    • One in five conduct related searches and one in three visit the brands’ sites
    • Users spent over 50% more time than the average visitor to these sites and consumed more pages
    • Users spent about 10% more money online overall, and significantly more on product categories related to the advertised brands
    • Higher income audiences visited the advertisers sites"

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Attribution in Online Marketing & Advertising

Feb 3 2009

Advertisers will shift their focus away from last-click attribution toward multi-click and custom attribution models. Over the last year there has been a dramatic shift in the way multichannel advertisers evaluated their return on investment. Among the advertisers conducted in a recent study, it's fair to say that last-click attribution methodology is a minority approach in theory if not in practice. In some cases search engine optimization benefits from this, and in some cases it does not. Either way, advertisers are making smarter decisions about their marketing investments. This will no doubt accelerate in 2009.

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