Posts Tagged ‘Display Advertising’

Web Display and Search Advertising Combined; Their Sum Greater Than Parts

August 22, 2008

Gian Fulgoni chairman of comScore, recently wrote about his firm’s research on the impact online display and search advertising have on in-store retail sales.

How does comScore measure the impact online advertising has on retail offline sales? According to Fulgoni, “using the comScore panel, off line sales impact can be measured by linking panelists’ exposure to online ads with their in-store buying (through the use of retailers’ loyalty card data).’

Fulgoni draws two interesting conclusions from comScore’s
research:

1. “Search advertising provides higher sales lift than display advertising, but when combined, the synergy provides the highest lift…”

comScore Shoplocal.com Lift

comScore Shoplocal.com Lift

Search and Display Ads Lift

2. “While search advertising results in a higher sales lift than display advertising among the people exposed to the ads, the number of people reached by display advertising is typically markedly higher than the number of people reached by search advertising …

comscore shoplocal.com reach

comscore shoplocal.com reach

Online Advertising Reach

For media buyers planning to increase their brand message reach and lift consider the following;

1. An online display advertising campaign often reaches further than a search advertising campaign but online display ads will have less lift than search ads.

2. Search advertising will have more lift than online display ads but search ads may not reach as far as online display advertising.

Brand managers buying either online display advertising or search advertising but not both online display advertising and search advertising are likely diluting their brand’s message power – and along with it the ability to maximize their return on either form of online advertising they may have invested in.

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Reaching the Internet Audience with Google Ad Planner

August 19, 2008

Google has begun inviting internet ad agencies into their display ad buying product called Google Ad Planner.

Google Ad Planner is still in Beta.

Google Ad Planner’s available US internet audience is 230 million visitors via 160 billion page views.

For brands looking to broaden their web reach and add lift to sales both online and off, Google’s Ad Planner product offers media buyers a simplified internet display advertising research and media buying tool.

The following audience segments are available for brands planning to target and increase their message touch points online.

Google Ad Planner

Google Ad Planner

You can request a Beta invite at Google Ad Planner.

Defined Internet Audience

Unique Visitors 230 M
Country Reach 100%
Page Views 160 Billion

Gender:

Male
Female

Age:

0 – 17
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65 or more

Education:

Less than HS diploma
High school
Some college
Bachelors degree
Graduate degree

Household income:

$0 – $24,999
$25,000 – $49,999
$50,000 – $74,999
$75,000 – $99,999
$100,000 – $149,999
$150,000 or more