Advertising Interactivity StudyHarrisDirect

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Display ads drive

- Searches

- Algorithmic search result clicks

- Sponsored search clicks

- Activity interaction with the advertiser site.

Executive Summary

Purpose: to explore the interaction between display and search ads

Study was undertaken with HarrisDirect

Results:

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Control GroupControl Group Test GroupTest Group

Not Shown Client Ad Shown Client Ad

Study Used a Test/Control Methodology

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2-3 week campaign period

Client Ad

Test GroupTest Group

(1) Exposed to client ad &

recruited for survey

(1) Exposed to client ad &

recruited for survey

(2) Search behavior observed(2) Search behavior observed (3) Activity on client site observed(3) Activity on client site observed

Control Ad

(1) Exposed to control ad &

recruited for survey

(1) Exposed to control ad &

recruited for survey

(2) Search behavior observed(2) Search behavior observed (3) Activity on client site observed(3) Activity on client site observed

Control GroupControl Group

Users Were Surveyed and Relevant Behaviors Observed

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Ad Exposure Produced Positive Attitudinal Changes…

On:

Viewing These Ads: Had This Effect On:

Brand Favorability

Up 32%

Purchase Intent

Up 15%†

Aided Brand Awareness

Up 7%†

† Not statistically significant

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… But Search Behaviors Changed Much More Dramatically

People who saw display ads were 61% more likely to search on related topics…

…and drove 139% more clicks on algorithmic and sponsored

links…

…specifically driving 249% more sponsored search clicks …

…and driving 91% more activity on the HarrisDirect.com

website.

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91%

139%

249%

61%

15%

32%

7%

0% 50% 100% 150% 200% 250% 300%

% Increase, Exposed vs. Control

•*Significant at 90%

•** Significant at 95%

Note: Results here are on a per browser cookie or per survey respondent basis.

Brand AwarenessBrand Awareness

Brand Favorability*Brand Favorability*

Purchase IntentPurchase Intent

Sponsored Search Views**Sponsored Search Views**

Sponsored Search Clicks**Sponsored Search Clicks**

Sponsored + Algorithmic Clicks**Sponsored + Algorithmic Clicks**

Activity on Client Website**Activity on Client Website**

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rsImpact of Display Ads – Harris Direct

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Key Findings

Viewing branded display ads can:

– increase the number of relevant searches– increase the number of clicks on results leading to the brand site– increase the number of users interacting with brand site

That impact is likely determined by four factors:

– Initial awareness of brand – Length of product purchase consideration cycle– Type and strength of display ad call-to-action– Type of audience (i.e. heavy versus light online finance users)