Display advertising is still effective in Europe
Posted by Martin Kovac | Posted in Display advertising | Posted on 17-03-2010
Tags: Display advertising, europe
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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.”