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Display Advertising Impact on Search

Digital Advertising Measurability & Marketing Insights Gained

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Display Advertising Impact on Search

REPORT METHODOLOGY

• Research leveraged 12 months of proprietary Specific

Media Advertising Effectiveness data backed by comScore

• Validation – Utilized Control vs. Test Group methodologies

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KEY TAKEAWAYS:

Display advertising has an impact on both paid and organic

searches and clicks

Consumers exposed to display advertising were more likely to

search for brand and segment terms than unexposed consumers

Consumers exposed to display advertising are more likely to

click through on search listings

• Study indicates a strong association between display advertising and search

REPORT SUMMARY

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Display Lifts Search Study

• Specific Media research

suggests a strong association

between display advertising

and lifts search activity

• Consumers exposed to

display advertising were more

likely to search for brand

terms (i.e. automotive

manufacturers) and segment

terms (i.e. vehicle class)

Display Advertising Lift on Search Activity

Advertiser Category Average Search Lift

(Brand & Segment Terms)

Automotive 130%

CPG 22%

Health 291%

News & Media 144%

Personal Finance 246%

Property & Real Estate 125%

Travel & Tourism 347%

Median Lift 144%

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Impact on Searches

• BRAND: The most significant lifts were seen in the verticals of Travel & Tourism, Health and Personal Finance for branded terms

• SEGMENT: Personal Finance, Travel & Tourism and Automotive showed the highest lifts for the more general segment terms

Consumers exposed to an advertisers’ online display advertising searched more than consumers who were not exposed

Brand Terms: Specific terms associated with an advertiser (i.e. airline name)

Segment Terms: General terms associated with a product, service or industry (i.e. transcontinental flights)

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Impact on Clicks

• ORGANIC: Consumers exposed to display advertising were 4 times more likely to click an organic search link.

• PAID: Consumers exposed to display advertising were nearly 3 times more likely to click a paid search link.

Consumers exposed to an advertisers’ online display advertising were more likely to click on search results than those who were not exposed

Paid: Paid text-based advertisements that describe an advertiser’s website and the products and services offered

Organic: Non-paid text-based advertisements that describe an advertiser’s website and the products and services offered N/A: Insufficient data available

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Strategic Impact Action Items

Add targeted display advertising to maximize overall search marketing results and search advertising cost efficiency

• Display increases exposure to paid and

organic search links:

A higher number of people see your

search links

Each person who sees your search

link, sees a greater number of them

• Display keeps your brand top of mind

when consumers start searching for your

product / service / category

• Display boosts branded term searches

because they are advertiser specific

• Increase paid and organic clicks by

adding targeted display

• Advertisers should consider shifting

budget from inefficient paid search

terms to display This may result in

greater efficiencies for remaining search

campaigns