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Advertising Interactivity StudyHarrisDirect
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Display ads drive
- Searches
- Algorithmic search result clicks
- Sponsored search clicks
- Activity interaction with the advertiser site.
Executive Summary
Purpose: to explore the interaction between display and search ads
Study was undertaken with HarrisDirect
Results:
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Control GroupControl Group Test GroupTest Group
Not Shown Client Ad Shown Client Ad
Study Used a Test/Control Methodology
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2-3 week campaign period
Client Ad
Test GroupTest Group
(1) Exposed to client ad &
recruited for survey
(1) Exposed to client ad &
recruited for survey
(2) Search behavior observed(2) Search behavior observed (3) Activity on client site observed(3) Activity on client site observed
Control Ad
(1) Exposed to control ad &
recruited for survey
(1) Exposed to control ad &
recruited for survey
(2) Search behavior observed(2) Search behavior observed (3) Activity on client site observed(3) Activity on client site observed
Control GroupControl Group
Users Were Surveyed and Relevant Behaviors Observed
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Ad Exposure Produced Positive Attitudinal Changes…
On:
Viewing These Ads: Had This Effect On:
Brand Favorability
Up 32%
Purchase Intent
Up 15%†
Aided Brand Awareness
Up 7%†
† Not statistically significant
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… But Search Behaviors Changed Much More Dramatically
People who saw display ads were 61% more likely to search on related topics…
…and drove 139% more clicks on algorithmic and sponsored
links…
…specifically driving 249% more sponsored search clicks …
…and driving 91% more activity on the HarrisDirect.com
website.
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91%
139%
249%
61%
15%
32%
7%
0% 50% 100% 150% 200% 250% 300%
% Increase, Exposed vs. Control
•*Significant at 90%
•** Significant at 95%
Note: Results here are on a per browser cookie or per survey respondent basis.
Brand AwarenessBrand Awareness
Brand Favorability*Brand Favorability*
Purchase IntentPurchase Intent
Sponsored Search Views**Sponsored Search Views**
Sponsored Search Clicks**Sponsored Search Clicks**
Sponsored + Algorithmic Clicks**Sponsored + Algorithmic Clicks**
Activity on Client Website**Activity on Client Website**
Ma
rke
ting
Fu
nn
el
Att
itud
es
Be
ha
vio
rsImpact of Display Ads – Harris Direct
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Key Findings
Viewing branded display ads can:
– increase the number of relevant searches– increase the number of clicks on results leading to the brand site– increase the number of users interacting with brand site
That impact is likely determined by four factors:
– Initial awareness of brand – Length of product purchase consideration cycle– Type and strength of display ad call-to-action– Type of audience (i.e. heavy versus light online finance users)