Archive for the ‘Search Advertising Business’ Category

The Branding Impact of Online Display and Video Advertising

March 26, 2010

Online display and video advertising attribution studies are becoming increasingly more frequent as every medium seeks to quantify the effectiveness of their advertising distribution platforms compared to search advertising.

The following press release from comScore is an example of these new types of online advertising attribution studies.

London, UK, March 25, 2010 – .Fox Networks (pronounced “dot-fox”), the leading global online network from Fox International Channels (FIC) and comScore, a leader in measuring the digital world, today unveiled the findings of a ground-breaking U.K. study. The study, commissioned by online video specialist .Fox, used comScore’s single-source panel methodology to confirm that video and display advertising are effective at driving significant uplift in site visitation and advertiser search queries, even in the face of minimal clicks on ads.

The study evaluated results from four campaigns across four industry sectors and produced the following key findings:

Video and display advertising both successfully increased brand engagement in each of the four campaigns analysed. The average uplift across the campaigns saw site visitation increase by more than a factor of seven over a four week period following exposure to an ad, with consumers three times more likely to conduct search queries using brand or relevant generic terms in the same time period.
When evaluating video and display side by side, consumers exposed to video advertising were 28 percent more likely to visit the brand site and nearly twice as likely to conduct a trademark search.
Confirming expectations and previous industry understanding, video was able to generate a more immediate impact in the first five exposures than display ads in terms of increases in site visitation and search queries; however, behavioural response for those exposed to display climbed steadily as the number of ad impressions increased.
The results, which have been released in full at the Advertising Research Foundation’s 2010 conference in New York this Wednesday, are also particularly significant given sharp decreases in online advertising click-through-rates over recent years, with the U.K. being the worst affected of leading global markets.

The study underscores the fact that consumer search behaviour is positively impacted by the presence of display or video advertising — even in the face of minimal clicks. In each of the four campaigns, search activity increased significantly when consumers were exposed to these online ad formats, suggesting that the last click on a search ad should not be given 100 percent of the credit in attribution studies.

Commenting on the findings, Hernan Lopez, President of .Fox Networks and COO of FIC said, “This study proves that online display and video advertising drives significant results that are either being ignored by click-through-based metrics, or wrongly attributed to search. We make an open invitation to global advertisers to work with us and comScore in a follow-up to the study, measuring the impact on actual sales.”

“As the online industry seeks to increase its share of branding advertising budgets, it’s more important than ever to prove the value of display and video ad formats”, said Gian Fulgoni, chairman of comScore. “This research and our recent Whither the Click study for Europe are helping marketers understand that the internet is indeed a powerful branding medium and how vital it is to measure campaign effectiveness using the appropriate behavioural metrics rather than just the click.”

Advertisements

Facebook Pay Per Click Advertising

September 19, 2009

Over the last week or so, Facebook seems to have ratcheted up its pay per click advertising program’s marketing while also suggesting anecdotally Facebook social network advertising can rival the performance of Google pay per click advertising.

Anyone in the search advertising business who has ever run a content network advertising campaign that reached comparable social networking sites like MySpace would beg to differ – myself included.

How can Facebook’s audience composition or intent be any different than MySpace’s audience?

More importantly, regardless of either audience’s size or marketing potential each social network’s group attention is focused internally on themselves and their friends not externally focused on finding information or buying products – which is a common trait every one in Google’s audience shares.

Both Myspace and Facebook marketers must understand this fact because they both use Google pay per click search advertising to try and reach and convince potential social network advertising advertisers of their respective company’s advertising’s promise.

Facebook MySpace Google Pay Per Click Ads

Facebook MySpace Google Pay Per Click Ads

I guess neither Myspace or Facebook have been able to find the new advertisers they need to grow their  businesses from within own their network’s hundreds of millions of accounts.

For growing their advertiser base, both Myspace and Facebook appear to trust Google pay per click advertising to help them get the job done.