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 soon became an essential extension to our internal online marketing team."

~ Screwfix Bathrooms ~

  Screwfix Bathrooms

"We are extremely happy with the online visibility achieved through SEO and PPC."

~ Pure Student Living ~

  Pure Student Living

"theEword has consistently produced great results; very happy with the service."

~ Parasol ~

  Parasol

"theEword team has excelled itself in terms of client service, campaign measurement and responsiveness."

~ Linder Myers ~

  Linder Myers

View more of our testimonials »

Google to start labelling mobile-friendly sites Wednesday 19th of November, 2014by Dan Moores Google has announced that it will add the label 'mobile-friendly' to sites that are easily navigable on smartphones, in an effort to further improve the search experience for mobile users.

More on this story »

Google settles online abuse case Monday 24th of November, 2014by Martin Lindley Google has reached settlement with a businessman who was the victim of a sustained act of internet trolling. The search engine may have linked to over 3,600 pages of malicious content.

More on this story »

Sony Pictures systems seized by hackers Tuesday 25th of November, 2014by Dan Moores Sony Pictures staff computer screens in US offices were reportedly taken over by the image of a menacing red skeleton and a message from a group that introduced itself as "#GOP".

More on this story »
theEword - 2 hours ago

We are passionate about knowledge share and can’t wait to share snippets straight from Google with you on Monday http://t.co/HjF13a09zo

Reply Retweet Favourite
theEword - 3 hours ago

We're partnering with Google for an event looking at digital trends for 2015 next week. More info here: http://t.co/etwwXV1fwq

Reply Retweet Favourite
theEword - 1 day ago

Next week we’re co-hosting a session with #Google on digital marketing trends for 2015 and how you can grow your business online!

Reply Retweet Favourite
theEword - 1 day ago

ICYMI: Read last week's blog on the final #LightAFire14 of the year. http://t.co/ka7Nnu4rsx

Reply Retweet Favourite
theEword - 5 days ago

Thanks again to everyone who came to #LightAFire14 this week. Read all about the event in this blog post: http://t.co/ka7Nnu4rsx

Reply Retweet Favourite

theEweekly Wrap: 21 Nov Friday 21st of November, 2014by Martin Lindley This week: Google uses giant billboard, Facebook launches groups app, and Couple get TripAdvisor fine.

More on this story »

The final Light a Fire of 2014 Friday 21st of November, 2014by Dan Moores For the fifth and final Light a Fire of 2014, Liane Grimshaw joined Dan Nolan in the cosy Library room at the Great John Street Hotel, sharing career anecdotes and wise advice.

More on this story »

Digital trends for 2015 on the agenda at our Google Partner ... Wednesday 26th of November, 2014by Dan Moores The Google North event will discuss the digital trends that will shape 2015, giving valuable insight into the ways in which businesses will be able to maximise the online presence.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword