Martin Kovac » europe http://www.martinkovac.com Online Marketing in Central Europe Fri, 27 Jan 2012 08:45:32 +0000 en hourly 1 http://wordpress.org/?v=3.3.1 Infographic: How European People Use the Internet http://www.martinkovac.com/2011/04/27/infographic-how-european-people-use-the-internet/ http://www.martinkovac.com/2011/04/27/infographic-how-european-people-use-the-internet/#comments Wed, 27 Apr 2011 12:07:47 +0000 Martin Kovac http://www.martinkovac.com/?p=674
According to EIAA’s (European Interactive Advertising Association) latest Mediascope Europe study, 76% (396m) of all 16+ year old people across 15 European markets surveyed use different media simultaneously with almost a third (30%) using the internet whilst they watch TV.

My colleagues at Etarget created nice visualization of this study:


]]> http://www.martinkovac.com/2011/04/27/infographic-how-european-people-use-the-internet/feed/ 0 Display advertising is still effective in Europe http://www.martinkovac.com/2010/03/17/display-advertising-is-still-effective-in-europe/ http://www.martinkovac.com/2010/03/17/display-advertising-is-still-effective-in-europe/#comments Wed, 17 Mar 2010 13:58:23 +0000 Martin Kovac http://www.martinkovac.com/?p=166 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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