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- Cross Channel Ad Effectiveness

“Power of Three”. - Cross Channel Ad Effectiveness. Background. Search and Display - “Power of 2”. Display paired with search: Increased search click volume by 22% . Increased conversion rate by 41% . Increased total search conversions by 80%.

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- Cross Channel Ad Effectiveness

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  1. “Power of Three” - Cross Channel Ad Effectiveness

  2. Background

  3. Search and Display - “Power of 2” Display paired with search: Increased search click volume by 22%. Increased conversion rate by 41%. Increased total search conversions by 80%. Recent research study shows the high impact of display on campaign performance when combined with search. Avenue A: Actionable Analytics Display Media Increased Search Click Volume by 27%. Display Media Increased Conversion Rate by 41%. Display Media Lifted Total Search Conversions by 80%. X 1.7% = 216 X 1.2% = 120 Indexed click conversions given display media exposures 96 Incremental Search Conversions Source: Avenue A | Razorfish, Inc.: Actionable Analysis Study, 2007

  4. Understand Synergy ofSearch, Display & Content Ads Advertisers

  5. Objectives and Methodology Objective Understand the incremental brand lift that a Search Campaign receives when running together with display and/or content ads. Methodology The research was conducted with 120 participants, in a lab, using eye-tracking studies and post session with Enquiro Research Search Campaign Search + Content Search + Display Search + Content + Display VS VS Display Campaign Display + Search Display + Search + Content VS

  6. Executive Summary • Overall the advertisers’ online advertising campaigns across Microsoft search, • display and content ad channels delivered a synergistic branding impact • compared to single channel ad campaigns. There is a strong and consistent correlation between brand lift and multiple ad exposures across Microsoft search, display and content ad channels. “Power of Three!”

  7. Key Findings

  8. Key Findings Search, display and content ads are effective online channels in driving branding metrics, however, they generate a stronger impact when combined From a search campaign perspective, adding both a display and a content ad campaign is more effective than adding either a display or a content ad campaign 38% lift in ad recall 35% in brand recall 27% in message recall 27% in purchase intent Similarly, by adding both a search and a content ad campaign to a display campaign, it generates more impact than adding one or the other 23% lift in ad recall 38% in brand recall 29% in message recall 35% in purchase intent Multiple exposures through search, display and content ad channels translate into 11.3 % more fixations and gaze time over search alone

  9. Lift for a Search Campaign (Index 100) Ad Recall + content: 121 + display: 130 + content & display: 138 Brand Recall + content: 115 + display: 123 + content & display: 135 Message Recall + content: 110 + display: 117 + content & display: 127 Purchase Intent + content: 113 + display: 113 + content & display: 127

  10. Lift for a Display Campaign (Index 100) Ad Recall + search: 115 + content & search: 123 Brand Recall + search: 125 + content & search: 138 Message Recall + search: 119 + content & search: 129 Purchase Intent + search: 123 + content & search: 135

  11. Implications

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