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Yahoo! Close The Loop
Understanding the Synergy Between Search and Display Advertising Phase 1 Findings
2Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Study Objectives 11
2
4
5
3
Study Objectives
Agenda
Summary of Results
Methodology
Industry Overview
Detailed Results
6Key Takeaway
3Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Study ObjectivesTo measure the individual and collective impact of search and display advertising in driving lifts in:
•Onsite Engagement
•Online Purchasing
•Offline Purchasing
•Trademark Searches
Study Objectives
4Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Industries TestedIndustry Overview
Industry: Telecom
Testing Period: Feb 1st-Mar 31st 2006
Base Size Examined:
Search & Display: 6,500Search Only: 1,600Display Only: 76,000
Industry: Retail
Testing Period:March 19th – April 22nd 2006
Base Size Examined:
Search & Display: 2,100Search Only: 1,100Display Only: 46,000
Industry Home Loans
Testing Period: March 1st – April 30th 2006
Base Size Examined:
Search & Display: 400Search Only: 1500Display Only: 9000
Industry: Travel
Testing Period: Sept 1st – Nov 30th 2005
Base Size Examined:
Search & Display: 1,500Search Only: 4,000Display Only: 15,000
5
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Study MethodologyDissecting Online Behavior By Level Of Ad ExposureThose exposed to the advertising are matched to a control group that are demographically and behaviorally similar with the exception of advertising exposure.
By examining the lifts between our control and exposed groups, we isolate the effectiveness of the advertising in driving activity that wouldn’t have otherwise occurred.
Internet Universe
Display Advertising Only
ExposedUnexposed
Search Advertising OnlyExposed
Unexposed
Search & Display Advertising
ExposedUnexposed
Respondents will be placed in 1 of 3 buckets:
Display Advertising Only
ExposedUnexposed
Search Advertising OnlyExposed
Unexposed
Search & Display Advertising
ExposedUnexposed
Respondents will be placed in 1 of 3 buckets:6
* Test is internet wide and not limited to Yahoo
Search & Display Advertising
Search Advertising Only
Display Advertising Only
Exposed Exposed Exposed
Unexposed Unexposed Unexposed
6
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
What is a lift? A lift measures the effectiveness of the advertising in getting someone to “do something”. We isolate the effectiveness of the advertising by comparing the activity of those who saw the advertising vs. a control group who didn’t see the advertising but are otherwise behaviorally and demographically identical.
Are Lifts Comparable?While lifts will indicate which advertising is most effective (and which audience you should look to maximize) – lifts in-and-of-themselves are not directly comparable due to the reach of each form of advertising. Small lifts among a large target are often equivalent to large lifts among a small target.
Exposed to Search Campaign Only: 5%Sample Size (n) = 8,200
Exposed to Both Search & Display Campaign: 6%Sample Size (n) = 10,500
Exposed to Display Campaign Only: 89% Sample Size (n) = 146,000
Study Methodology
7
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Summary of Results
We Have Lift OffWhile individual exposure to search or display advertising is effective in driving lifts in visitation, engagement and online & offline purchasing - the advertising is most effective when a user is exposed to both forms of advertising.
Exposure to both Search and Display advertising is:
• The most effective means of driving higher levels of engagement in your category (relative to your competitors)
• The most effective means of driving online & offline purchases
8
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Grabbing a Greater Share of Category Engagement: More important than just visitation, how can online advertising increase your share of engagement in your category (as measured by time spent & pages viewed)?
The most effective means of grabbing a greater share of investment from a consumer (relative to your competitors) is by utilizing both search and display channels holistically
Search & DisplaySearch & Display
Lift in Share of Pages Viewed:Lift in Share of Pages Viewed:
Lift in Share of Time Spent:Lift in Share of Time Spent:
Search OnlySearch Only
Lift in Share of Pages Viewed:Lift in Share of Pages Viewed:
Lift in Share of Time Spent:Lift in Share of Time Spent:
Display Only*Display Only*
Lift in Share of Pages Viewed:Lift in Share of Pages Viewed:
Lift in Share of Time Spent:Lift in Share of Time Spent:
68%68%
66%66%
54%54%
49%49%
4%4%
3%3%
* Note: Engagement with the display ad itself was not measured in this research. Lift vs. Control
Detailed Results
9
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Increasing Online Purchasing: And again, delivering users both search and display advertising is the most effective means of increasing online purchases you wouldn’t have otherwise received.
* Lift vs. Control This metric was not tracked for the Home Loans test.
Lift In Online Purchases:Lift In Online Purchases:
50%
Display Only
210%
Search Only
244%Search & Display
Lift In Lift In ShareShare of Online of Online Purchases:Purchases:
23%
Display Only
102%
Search Only
135%Search & Display
Detailed Results
10
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Increasing Offline Purchasing: The effectiveness of the advertising in driving lifts in sales isn’t limited to online purchases, but offline as well.
Lift In Offline Lift In Offline Purchases:Purchases:
9%
Display Only42%
Search Only
89%Search & Display
Detailed Results
* Lift vs. Control This metric was not tracked for the Home Loans test. Share of offline purchases was not measured in this test.
11
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Display Increases Trademark Searches 26%: On average, exposure to a display ad increases trademark searches by 26%.
* Lift vs. Pre-campaign period
YOUR AD HERE
Detailed Results
12
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Display AudienceDisplay Audience
Search AudienceSearch Audience
Solid Lifts, Mass ReachSolid Lifts, Mass Reach
Larger Lifts, TargetedLarger Lifts, Targeted
Search & Display AudienceSearch & Display Audience
Largest Lifts, Largest Lifts, Highly TargetedHighly Targeted
Key Takeaways: The Shape of Things
13
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Different advertising works in different ways
Key Takeaways
Utilize display advertising for building awareness and reinforcing your brand image among a mass audience. And with it’s massive reach, even smaller lifts in online and offline sales can have a BIG impact on your bottom
line.
Utilize search advertising for reaching your low hanging fruit: in market
shoppers looking for what you have to offer. Utilizing search to deliver a relevant
experience to a relevant target dramatically increases both online and
offline sales.
Both Search and Display ads offer the opportunity to increase
onsite engagement, and more importantly, online and offline
sales.
14
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Maximize the effectiveness of your advertising by delivering consumers both search and display advertising
Take advantage of Behavioral Targeting
Target in-market shoppers searching for either your brand, or something you offer, with a relevant display ad.
Target someone based on their interests. If someone searches for something that’s in line with what your brand stands for, reinforce that association with a relevant display ad.
Key Takeaways
15
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Maximize the effectiveness of your advertising by hitting consumers with both search and display advertising
Take advantage of relevant brand searches:
Exposure to a display ad increases trademark searches. Take advantage of this interest with a search campaign that reinforces your messaging.
Key Takeaways
Yahoo! Proprietary and Confidential. ©2006 All Rights Reserved
Contact : [email protected] u e s t i o n s ?
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