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Display Ads Lift Intent to Recommend a Product

Posted by Martin Kovac | Posted in Display advertising, Study | Posted on 11-08-2011



Display campaigns may not often get credited with the last click before a conversion, but their value as a branding tool continues to grow.

Users who view a display ad are nearly 24% more apt to recommend a product than those who have not viewed the ad, according to research from Lotame.

Entertainment products were almost three times as likely to enjoy a bounce from display ads than campaigns for other segments:

The most successful display efforts included expandable rich media, while flash banners didn’t perform as well, no campaigns in the study only deployed static banners:

Source: eMarketer

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