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Contextual ads are closer to display ads that to search ads. Forrester Research decided to break down status quo and removed contextual ads from the search bucket. Here is the reason, why they did it: I would add one other reason. Role of contextual ad is to back up the search process. Provide more...

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Display advertising is still effective in Europe

Posted by Martin Kovac | Posted in Display advertising | Posted on 17-03-2010

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We have all heard about banner blindness. Are low click rates evidence that display ad campaigns have not had any impact on consumer behavior? Or, does online display advertising work in a similar way to traditional offline advertising with multiple exposures over time being needed to effect a change in consumer behavior?

comScore released a new study examining the effects of display advertising in Europe.

The following results were observed when comparing the behavior of Internet users exposed to display ads with that of a comparable set of users who did not see the ads:

- Visitation to the advertiser’s web site rose by 72% on average

- Likelihood of consumers conducting a trademark search query using the advertiser’s branded terms increased by 94% on average.

“The results of these initial ad effectiveness studies we’ve conducted in Europe are rather provocative,” said Mike Shaw, comScore Director of Marketing Solutions. “They not only demonstrate a clear view-through value of online ads independent of Internet users clicking on the ads, but the resulting lifts in behaviour substantially outperform what we’ve seen in the U.S.”

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