New research looks at impact of online display ads on consumer behaviour
Europeans exposed to online ad campaigns are 72% more likely to visit an advertiser’s website than users who are not exposed to the campaigns, according to new research from comScore.
The report also found that consumers exposed to online ad campaigns are 94% more likely to conduct a trademark search query on the advertiser’s brand than those who are not exposed.
Mike Shaw, comScore director of marketing solutions, said: “The results of these initial ad effectiveness studies we’ve conducted in Europe are rather provocative.
“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 US.”
The study also highlighted the latent effect of online display ad exposure in Europe, with results indicating a sustained lift in behaviour in the weeks following initial exposure to an online ad.
Outsell Inc recently forecast that US spending on online advertising will overtake print in 2010 for the first time.
Companies will spend $119.6 billion on online strategies, from search engine keywords to webinars, said Outsell, while committing $111.5 billion to print methods such as newspaper and magazine ads.