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See how display advertising impacts every stage of the marketing funnel.
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DISPLAY ADVERTISING BY THE NUMBERS
DISPLAY ADVERTISING BY THE NUMBERS
While a customer's journey through the marketing funnel may not always be a linear path,
these common stages tend to exist: brand awareness, education, evaluation, proposal,
and finally purchase. Unlike email and search marketing campaigns, display advertising
touches prospects throughout the funnel, making a significant impact at every stage.
The wide variety of research and campaign results available demonstrate the unique
power of this online channel.
1 "Conquer the New B2B Marketing Funnel," April 2011, Online Marketing Connect.2 “Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe.3 “Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe.4 “Online display advertising: Its Quantified Effect on Organic Down-Funnel Activity,” 2011, CBS Interactive Insight Series.5 “Superpages,” Case Study, Bizo.6 "Conquer the New B2B Marketing Funnel," April 2011, Online Marketing Connect.7 "The DMA Taps Bizo Audience Marketing to Achieve Conference Goals," Case Study, Bizo.8 "Agency Uses Bizo to Drive Qualified Leads for Supercuts, 7-11 Franchises," Case Study, Bizo.
www.bizo.com
THE IMPACT OF DISPLAY ON THE MARKETING FUNNEL
THE IMPACT OF DISPLAY ON THE MARKETING FUNNEL
BRAND AWARENESS
Targeted display ads
increase the
likelihood
to recommend a
brand by 10%.1 •United Internet
Media found that 6%
of participants who’d
previously been unaware
of a particular brand were
able to recall that brand
without assistance after
viewing a display ad. For
aided brand recall, that
rate jumped to 26% of
participants.2 •
TOP FUNNEL IMPACTTOP FUNNEL IMPACT
CONTENT ENGAGEMENT & EDUCATION
•An advertiser saw a
140% lift in engagement
with content site-wide
for visitors who’d been
exposed to display ads.4
•Prospects were 82%
more likely to download
content and travel further
into the sales funnel if
they had seen the display
advertisements.
MID-FUNNEL IMPACTMID-FUNNEL IMPACT
LEAD GENERATION & SALES CONVERSIONS
Salesforce.com used targeted
display to boost form
conversions by 30+%.6 •The Direct Marketing
Association drove
400+ leads to its
annual conference
through display ads.7 •
BOTTOM-FUNNEL IMPACTBOTTOM-FUNNEL IMPACT
•One brand’s display
campaign increased Web
site visits by 72%, and
keyword searches for the
brand increased by
an average of 94%.3
After launching a display
ad campaign, Superpages
witnessed a 180% increase
in click-throughs for
its search marketing
campaign.5•
•Agency St. Jacques
Marketing used display and
retargeting to generate 61%
of total campaign leads for
its client Supercuts.8
10%10%
26%26%
94%94%
INCREASE IN LIKELIHOOD TO RECOMMEND
INCREASE IN LIKELIHOOD TO RECOMMEND
INCREASE IN BRANDED
SEARCH
INCREASE IN BRANDED
SEARCH
BRANDRECALLBRANDRECALL
140%140%
180%180%
82%82%
INCREASE IN SEARCH
CLICK-THROUGHS
INCREASE IN SEARCH
CLICK-THROUGHS
LIFT IN ENGAGEMENT
LIFT IN ENGAGEMENT
MORE LIKELY TO
DOWNLOAD
MORE LIKELY TO
DOWNLOAD
30+%30+%
61%61%
400+400+
MORE FORM CONVERSIONS MORE FORM CONVERSIONS
LEADSGENERATED
LEADSGENERATED
LEADSLEADS