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Gerrit Eicker 13:57 on 26. May 2009 Permalink
Tags: .EN ( 3,425 ), Advertising ( 474 ), Display Advertising ( 43 ), Marketing ( 879 ), Net ( 2,755 ), Nethnology ( 1,119 ), Studies ( 104 ), Web ( 3,322 )   

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  Gerrit Eicker 13:59 on 26. May 2009 Permalink | Reply

  iProspect: “More than half of Internet users (52%) actively respond to online display advertising, demonstrating that this is an effective channel to facilitate interaction with a brand; almost a third (31%) respond by clicking on the ad itself. – Almost as many Internet users respond to online display advertising by performing a search on a search engine (27%) as those who simply click on the ad itself (31%). This finding speaks to the symbiotic relationship between the two channels, and the power of search engine marketing to boost the effectiveness of display. If marketers are going to invest in online display, they should consider search as a form of insurance for that investment as it will help them capture the demand that display advertising can create. – Nearly four in ten Internet users (38%) who respond to online display advertising learn about a brand for the first time as a result of their exposure to such an ad. This finding validates display as a viable channel for building brand awareness and not just driving sales.”

  MediaPost: “‘If I don’t have a display campaign to support my paid search campaign, I’m basically giving the traffic away to my competitors,’ said Robert Murray, CEO at iProspect, Boston. ‘Display isn’t dead, but just as many people will perform a search, and you had better have an integrated paid search campaign.’ – Murray called paid search ‘the ultimate demand capture mechanism,’ but it can’t create awareness for the products and the services. He said smart marketers don’t need to generate demand. Although a bit of a ‘gorilla tactic,’ those running smart search campaigns integrated with someone else’s display campaign let marketers capitalize on another’s spend.”

  SEL: “By adding display to your campaigns today, you will create new paths for your consumers to navigate, which are much cheaper than search-only paths, and this can allow for your CPA to decrease and searches for your cheaper brand terms to increase.”

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  Search vs. Display Advertising « Wir sprechen Online. 17:34 on 7. December 2009 Permalink | Reply

  […] vs. Display Advertising Dreller: Search will never reach the inventory levels that display advertising can offer; http://j.mp/4FLrVM […]

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  WRP « Wir sprechen Online. 09:56 on 22. February 2010 Permalink | Reply

  […] Zimbalist: Outcome-based measures ignore the very real and powerful ability of [online] advertising; http://j.mp/cqNdzG […]

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  The Power of Display Advertising « Wir sprechen Online. 15:29 on 10. September 2010 Permalink | Reply

  […] Power of Display Advertising Yomtobian: Click through or not, the power of display advertising is exponential; http://j.mp/aL3UPf […]

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  Banner Ads « Wir sprechen Online. 09:18 on 19. December 2010 Permalink | Reply

  […] Why you need an effective creative, the right frequeny level and targeting for banner ads; http://eicker.at/BannerAds […]