Ugrás a tartalomhoz Lépj a menübe

Half Respond To Display Ads By Searching


The long awaited display/search link made

For the longest time, hardcore ROI-focused PPCers saw little to convince them of the benefits of traditional branding online. Rampant ad blindness among consumers and lack of data to support “awareness” arguments* led many to maintain trimmer, search-focused budgets with measurable results.

new study from iPospect, commissioned by Forrester Consulting, though, bridges the gap between search and display by revealing 49 percent of internet users who respond to display ads eventually run a search on a company, product, or service featured in them.

The key term there is eventually. Only 27 percent of those who respond to display ads perform an immediate search, compared to 31 percent who click on the ad itself, and 38 percent respond eventually with a search and visit websites from the results (for an aggregate of 49% when combined with those who search and do not click on the results).

The word eventually is important because it’s much rarer that initial exposure to a display ad will inspire a purchase. Just 14 percent of those who respond to a display ad will buy upon first exposure, but a third (33%) eventually purchase from a company with which they are already familiar, and 38 percent of those who respond to a display ad learn about a brand for the first time as a result of their exposure to the ad. 

Another necessary semantic distinction involves those who respond to a display ad, which of course, isn’t everybody. Still, among the group surveyed by iProspect, those who respond to display ads equaled 52 percent.

“In essence, search becomes an alternative mechanism for Internet users to respond to online display,” said iProspect CEO Robert Murray. "Considering that, this finding has an important message for marketers -- if they are going to invest in online display, then they should leverage search marketing to help them capture the demand that display advertising creates. In other words, they should consider search as a form of insurance for their display investment."

Misty Locke, chief strategy officer for iProspect, chimes in with a term only very recently used to refer to online advertising: attribution model. “The findings also speak to the need for marketers to implement attribution modeling that is created with their needs in mind. This is key to understanding not only the impact of search and display on conversions, but also the impact of all of their online tactics."

Attribution models are fairly staple for traditional brand advertising. They show direct relationships between an ad campaign and resulting changes in sales as a result. Determining an attribution model for online sales is trickier because it is difficult to determine whether a sales conversion ultimately occurred as a result of a particular search or display ad, or if the decision was made farther in advance or somewhere else along the cyber path.

Nonetheless, ad gurus at the recent
ad:Tech conference in San Francisco indicate the advertising industry’s desire to apply attribution models to online campaigns. (Hint: doing so could help raise advertising dollars beyond simple PPC.)





Hozzászólás megtekintése

Hozzászólások megtekintése

pharmacie online

(ArthurSery, 2018.06.16 23:31)

<b><a href=>pharmacie online</a></b>

<a href=><img src=""></a>

test viagra generique
viagra sur commande
cialis est il vente libre france
viagra en vente libre en pharmacie au quebec
cialis 10mg lilly 4st fta
achat viagra toulouse
achat cialis lilly
cialis 60 mg online
viagra generique (sildenafil citrate) 50mg
ou acheter kamagra avis
comment acheter du viagra sans ordonnance en suisse
acheter cialis en tunisie
kamagra oral jelly kaytto
sildenafil sandoz 50 mg prix
prix du viagra a la pharmacie
cialis en vente au quebec
nom du viagra en pharmacie
levitra cialis viagra precios
trouver cialis pas cher paris
pharmacie pour viagra
sur quel site acheter du levitra
levitra prix paris
acheter levitra en france
cialis super active plus uk
comparaison cialis viagra levitra
levitra generique sites surs
achat de cialis en europe
viagra generique efficace
vente en france de viagra


(jfptrw, 2018.06.16 10:15)

<a href=>cialis price</a>
where to buy cialis in usa
cialis professional online canadian pharmacy

World cup draw live stream online

(Marlenanype, 2018.06.16 06:26)

Fifa club world cup live stream Watch world cup in 4k usa Fifa world cup 2018 schedule list Fifa world cup live watch online Fifa world cup 2018 russia fixtures Portugal u21 vs spain u21 prediction Live football scores world cup qualifiers Fifa world cup 2018 song lyrics Watch fifa world cup live streaming World cup tv schedule 2018 Fifa world cup 2018 live streaming T20 world cup 2018 game download Morocco vs iran live streaming 2018 world cup match schedule poster Fifa world cup fantasy espn

Fifa world cup 2018 tickets delivery <a href=>world cup qualifiers 2018 schedule today</a> Fifa world cup 2018 qualifications wiki <a href=>world cup 2018 qualifiers watch live</a> Bbc football world cup draw live <a href=>world cup schedule printable pacific time</a> World cup 2018 poster fixtures <a href=>football world cup draw live watch</a> Morocco vs iran head to head <a href=>world cup 2018 qualifiers schedule asia</a>

Fifa world cup 2018 qualifiers list The 2018 fifa world cup qualification World cup bracket predictions experts Fifa world cup 2018 fantasy league Watch fifa world cup in usa Fifa world cup 2018 song download Fifa world cup 2018 tickets resale Livestream russia vs saudi arabia fifa Fifa world cup 2018 tv schedule World cup news argentina

World cup 2018 live stream canada <a href=>fifa club world cup live stream</a> World cup group matches <a href=>world cup live stream reddit</a> Portugal vs spain u21 channel <a href=>egypt vs uruguay history</a> Fifa world cup 2018 match times <a href=>fifa world cup 2018 russia news</a> World cup matches live stream <a href=>russia vs saudi arabia time</a>

World cup news spain World cup group stage bracket 2018 fifa world cup venues World cup opening ceremony time est Fifa world cup 2018 song lyrics


(hclfrg, 2018.06.16 02:09)

<a href=>cialis commercial</a>
non prescription cialis online pharmacy

pharmacie en ligne

(ThomasLex, 2018.06.15 22:14)

<b><a href=>pharmacie en ligne</a></b>

<a href=><img src=""></a>

trouver du viagra en france
commander du cialis
quel prix le viagra
cialis super active 20mg
viagra 50mg prix pharmacie
achat viagra toulouse
cialis en pharmacie en belgique
sildenafil 50 mg guatemala
commander viagra en belgique
vardenafil en ligne
kamagra oral jelly 100mg avis
nouveau tarif du viagra
sildenafil en pharmacie
peut on acheter viagra en pharmacie
viagra prix pas cher
prix cialis en pharmacie paris
viagra livraison 5 jours
osu viagra livraison express
viagra pharmacie europeenne en ligne
generique du levitra

организация фуршета

(JeffreyMig, 2018.06.15 19:22)

Кофе давнешенько стал не просто напитком, а поводом ради неформального общения. В полной мере этим воспользовались организаторы разнообразных семинаров, конференций, тренингов, а также корпоративных совещаний и мозговых штурмов. Они предложили разделять мероприятия короткими перерывами, которые получили слово кофе-брейк. Исподволь сформировались определённые правила, традиции и кисть таких перерывов. Сколько такое кофе-брейк, который должна лежать правильная строение кофе-брейка и каково традиционное меню ради него?
Перейти на сайт <a href=>фуршет на человека</a>

american roulette play roulette for free

(hbz4nkpd, 2018.06.15 19:07)

american roulette - <a href="">roulette game</a>
roulette free play <a href=" ">free roulette</a>

Win Free Bitcoin AND Dogecoin Every Hour

(TeresaAroca, 2018.06.15 09:48)

<b><a href=>Win Free Dogecoin Every Hour</a></b>

<a href=><img src=""></a>

<b><a href=>Win Free Bitcoin Every Hour</a></b>

<a href=><img src=""></a>


(rmwpmv, 2018.06.15 01:27)

viagra cost in usa
<a href=>cheap viagra uk</a>
viagra online shop usa

Новые прогулочные коляски

(ClintonDouro, 2018.06.14 11:50)

Выше детский интернет-магазин предлагает объемистый прибор товаров ради Ваших малышей. Это коляски, манежи, детские кроватки, автокресла, самые популярные игрушки, платье для новорождённых.

Беспричинно же в нашем магазине Вы можете купить наивный трехколесный велосипед с родительской ручкой и без нее, самокат, санки для зимних развлечений, ходунки, стульчик для кормления, прыгунки, матрасы для кроватки, постельное бельё, одежду для новорожденного и многое другое.

У нас можно приобрести не токмо крупные товары, но и необходимые повседневные мелочи, которые очень необходимы наравне крохе, беспричинно и родителям. Ванночки, детские горшки, аксессуары для купания, конверты на выписку, крестильные наборы, развивающие коврики и др. полезные приспособления и игрушки.
Перейти <a href=>Новые прогулочные коляски</a>

Layout at products with mark down

(ErzestBORIE, 2018.06.14 06:24)

generic viagra no prescription - viagra without a doctor prescription
viagra 5mg works who is online
<a href="">viagra without a doctor
</a> - viagra 10mg vs 20mg
viagra for daily use cost recent message


(Michaeleffes, 2018.06.14 04:57)



(WilliamTielp, 2018.06.14 03:56)

<a href=></a>

высокие радиатроы

(Marcussancy, 2018.06.12 21:33)

вертикальные <a href=></a>

вертикальные батареи

(Marcussancy, 2018.06.10 21:49)

вертикальные батареи <a href=>вертикальные</a>


(lyftab, 2018.06.10 20:17)

<a href=>buy viagra now</a>
viagra without prescription usa
safest place to order viagra online


(Michaeleffes, 2018.06.10 17:32)


what does viagra do

(mrtouc, 2018.06.09 21:32)

buy viagra canada
<a href=>viagra online prescription</a>
shop viagra online india

uklad kart w pokerze

(Kennethbup, 2018.06.09 11:16)

uklady w pokerze <a href=>hierarchia kart w pokerze</a>


(WilliamTielp, 2018.06.08 23:06)

<a href=></a>

« előző

1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24 | 25 | 26

Következő »