RSS LinkedIn Google Plus

Call us: 0800 014 9884

Latent impact of display ads

Latent_impact_of_display_ads_4091

How effective are online display ads?

Online display ads ads have more of a long-term impact on consumers in Europe than across the Atlantic, a new study reveals.

This week, digital marketing intelligence provider comScore published a report called How Online Advertising Works: Whither the Click in Europe? It collated results from almost 20 comScore studies on the continent, investigating the complex subject of latent view-through rates rather than simple click-through rates.

One of the key findings was that consumers exposed to online marketing campaigns in Europe were 72 per cent more likely to hit the advertiser’s website than those who had not seen the ads. A comScore analysis of hundreds of American ad effectiveness studies found that the comparable figure in the US was just 49 per cent.

How do display ads influence search?

Another surprising discovery was that European consumers were 94 per cent more likely to carry out a trademark-based query on a search engine after seeing an online display ad. Again, the US data shows a far lower response rate of just 40 per cent.

Mike Shaw, director of marketing solutions at comScore, has commented on the findings. “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.”

Increasingly, online display ads are being served on sites like Facebook, YouTube and Digg. A comScore digital marketing report found that 13.8 billion display ads were shown on social media portals in a single month last year.

Written by Richard Frost

Testimonials

"theEword are scrupulously honest and hardworking"

~ Britannia Living ~

  Britannia Living

"theEword consistently go above and beyond"

~ Merlin Entertainments ~

  Merlin Entertainments

"They are so creative, they come up with so many fantastic ideas"

~ Manchester Law Society ~

  Manchester Law Society

"They really care about what they do and they care about your business as well"

~ Bermans ~

  Bermans

View more of our testimonials »

Google adds 'call-only' option to AdWords Tuesday 24th of February, 2015by Dan Moores When a user clicks a call-only ad on their mobile phone, it dials the phone number displayed – instead of taking the user to a landing page on the advertiser's website.

More on this story »

Google gives businesses new features Wednesday 25th of February, 2015by Martin Lindley Google has revealed two new features for businesses: one allows the use of chat features within the search engine results, while the other allows the selection of search display pictures.

More on this story »

Google to start warning users on slow sites? Thursday 26th of February, 2015by Andy Williams Google is reportedly testing a system which will warn users of slower websites by flagging them up with a red “slow” label within its search results.

More on this story »
theEword - 8 hours ago

Lessons from Hollywood on how to write content that gets attention: http://t.co/UAc17QMCOQ http://t.co/knv5DBjjce

Reply Retweet Favourite
theEword - 10 hours ago

Digital marketing tip #4: You must be mobile http://t.co/vBFOoo1NCR http://t.co/Cnk5ELCcrr

Reply Retweet Favourite
theEword - 13 hours ago

Madonna fell on stage at the BRIT awards and here’s how the internet is reacting: http://t.co/hnHhxTjp75

Reply Retweet Favourite
theEword - 1 day ago

Google gives businesses new features: http://t.co/ti7SVgbpei http://t.co/N0lND3Refw

Reply Retweet Favourite
theEword - 1 day ago

Google adds 'call-only' option to AdWords: http://t.co/444X5I4j1w http://t.co/GwGtdSbWT2

Reply Retweet Favourite

Five ways to ensure you're writing great content in 2015 Friday 6th of February, 2015by Dan Moores 2014's Google algorithm updates made it very clear that 'Google-friendly' and 'reader-friendly' are starting to mean the same thing. We need to impress audiences, not search engines.

More on this story »

What do you need to know about your prospective customers th... Tuesday 10th of February, 2015by Sian English Do you really know the right things about your prospective customers? The more you know, the more targeted you can be with any marketing activity, and, the faster your business will grow.

More on this story »

Starstruck: lessons from Hollywood on how to write content t... Wednesday 25th of February, 2015by Martin Lindley The stars have something that we want. You know the answer. They have attention. But is there anything Hollywood uses to get attention that we can also use? Yes. Let me explain.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword