- cross channel ad effectiveness
DESCRIPTION
“Power of Three”. - Cross Channel Ad Effectiveness. Background. Search and Display - “Power of 2”. Display paired with search: Increased search click volume by 22% . Increased conversion rate by 41% . Increased total search conversions by 80%. - PowerPoint PPT PresentationTRANSCRIPT
- Cross Channel Ad Effectiveness
“Power of Three”
Background
Search and Display - “Power of 2”Search and Display - “Power of 2”
Display paired with search:
• Increased search click volume by 22%.
• Increased conversion rate by 41%.
• Increased total search conversions by 80%.
Recent research study shows the high impact of display on campaign performance when combined with search.
Avenue A: Actionable Analytics
Display Media Increased Search Click
Volume by 27%.
Display Media Increased Conversion
Rate by 41%.
Display Media Lifted Total Search
Conversions by 80%.
X 1.7% = 216X 1.2% = 120
Indexed click conversions given
display media exposures
Incremental Search Conversions 96
Source: Avenue A | Razorfish, Inc.: Actionable Analysis Study, 2007
Understand Synergy ofUnderstand Synergy ofSearch, Display & Content AdsSearch, Display & Content Ads
Advertisers
Objectives and MethodologyObjectives and Methodology
ObjectiveUnderstand the incremental brand lift that a Search Campaign receives when running together with display and/or content ads.MethodologyThe research was conducted with 120 participants, in a lab, using eye-trackingstudies and post session with Enquiro Research
Display + Search + Content
Display + Search VS
VS Search + Content + Display
Search + Content
Search + DisplayVSSearch
Campaign
DisplayCampaign
Executive SummaryExecutive Summary
There is a strong and consistent correlationbetween brand lift and multiple ad exposures across Microsoft search, display and content ad channels.
Overall the advertisers’ online advertising campaigns across Microsoft search, display and content ad channels delivered a synergistic branding impact
compared to single channel ad campaigns.
“Power of Three!”
Key Findings
Key Findings Key Findings
• Search, display and content ads are effective online channels in driving branding metrics, however, they generate a stronger impact when combined
• From a search campaign perspective, adding both a display and a content ad campaign is more effective than adding either a display or a content ad campaign
– 38% lift in ad recall – 35% in brand recall– 27% in message recall– 27% in purchase intent
• Similarly, by adding both a search and a content ad campaign to a display campaign, it generates more impact than adding one or the other
– 23% lift in ad recall – 38% in brand recall– 29% in message recall– 35% in purchase intent
• Multiple exposures through search, display and content ad channels translate into 11.3 % more fixations and gaze time over search alone
Lift for a Search Campaign (Index 100)Lift for a Search Campaign (Index 100)
Ad Recall• + content: 121• + display: 130• + content & display: 138
Brand Recall• + content: 115• + display: 123• + content & display: 135
Message Recall• + content: 110• + display: 117• + content & display: 127
Purchase Intent• + content: 113• + display: 113• + content & display: 127
Lift for a Display Campaign (Index 100)Lift for a Display Campaign (Index 100)
Ad Recall• + search: 115• + content & search: 123
Brand Recall• + search: 125• + content & search: 138
Message Recall• + search: 119• + content & search: 129
Purchase Intent• + search: 123• + content & search: 135
ImplicationsImplications