New Study Shows Consumers Exposed to Display Advertising Are More Engaged
June 19, 2009The Online Publisher’s Association (OPA) has released a new research study that finds more evidence that online display advertising helps build brands. “The Silent Click: Building Brands Online," conducted by the OPA and comScore, assessed 80 branding campaigns across 200 popular Web sites and found that consumers exposed to the branding spent 55 percent more time on the advertiser's Web site.
Among the study's other findings:
- One in five consumers who are exposed to the branding ads conduct related searches and one in three visit the brands’ sites
- Users spent about 10 percent more money online overall, and significantly more on product categories related to the advertised brands
- Higher income audiences visited the advertisers' sites
“The findings suggest that measuring consumers exposed to an advertiser message in terms of their search activities associated with that brand, their visitation to the advertisers’ site and finally their e-commerce and retail spending activities, is a smart formula for getting an important view into display ad effectiveness,” said Pam Horan, president of the OPA.
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How about that? Evidence that branding is still vital to success. The trying economy and various free new media options give some marketers the sense that all they need to do is spam or create a fan page and they will be wildly successful. Hopefully studies like this will help ground folks again. Thanks for posting it.