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March 5, 2010

Eyeblaster research: Share of display and search conversions by vertical

The debate around whether display influences search behaviour or not has been going on for a while but I don't think anyone really doubts the impact on search anymore, the question is how much. So it's nice to see some research on how this differs by vertical. The below Eyeblaster graph shows the share of search and display conversions by vertical. 

Interesting to see would be how the impact of display on search behaviour differs depending on the brand awareness in market for a particular brand. Datalicious client research indicates that the weaker the brand awareness in market for a particular brand, the stronger the impact of display advertising on search behaviour and conversions.

Request the full Eyeblaster report here

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Filed under  //   ads   branding   christian bartens   display   eyeblaster   research   search   sem  
Posted by Christian Bartens 

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October 27, 2009

Old News: Travelocity Offers Hope in Evolution of Display Advertising

Travelocity Offers Hope in Evolution of Display Advertising. Targeted Audience and Real-Time Campaign Updates Put Brand's Efficiency Ahead of the Industry Curve

An early sign of hope for the channel comes from Travelocity, whose best-performing online ad campaigns came after the No. 2 online travel agency sought to deliver customized messages based on its visitors' site search history.

Last year, the travel site dumped the old way of online display ads, such as serving up generic messages like "Find low fares on Travelocity. Book now." Its messages are now targeted in real-time based on visitors' most recent search activities.

Travelocity's targeted approach has yielded big improvements over its previous online campaigns; new campaigns require fewer ad impressions to convert site visitors to purchasers, driving Travelocity's cost-per-transaction down 79%. It also saw a 230% increase in bookings; click-through rates jumped 651%.

via adage.com

Wow, nice press release but unfortunately Vodafone was doing the same thing already two years ago with our help, I know we should have started writing our blog earlier. Back then we dynamically wrote Eyeblaster re-targeting tags into pages based on product pages visited, external search terms as well as internal site search terms which then allowed us to customize the display banner activity outside the Vodafone website. Drop us a line if you're interested in a similar solution to improve your media ROI. It's not rocket science, can be implemented quickly and only needs a bit of planning.

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Filed under  //   ads   behavior   christian bartens   display   search   search terms   targeting  
Posted by Christian Bartens 

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October 20, 2009

Compare your display banner performance to the new global Eyeblaster benchmark report 2009

Finally someone provides benchmarks research on display banner performance again (after DoubleClick stopped it ages ago), thanks Eyeblaster!

Download the original report here
http://www.eyeblaster.com/Content.aspx?page=resource&id=80

(download)

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Filed under  //   2009   ads   banners   benchmark   christian bartens   click-through rates   display   eyeblaster   reports   research   rich media   video  
Posted by Christian Bartens 

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September 9, 2009

iCrossing: display advertising affects search behaviour

There's yet another research report on the impact of display advertising on search, this time from iCrossing (see list of reports below), but I don't think anyone is disputing this fact anymore (nevertheless good to get confirmation).

I think marketers should rather be interested in how much display media they need to boost search! Talk to me at cbartens@datalicious.com if you want to find that sweet spot between display and search spend and I wouldn't be surprised if you couldn't save a few media dollars while maintaining effectiveness, most companies overspend and the incremental increase in sales actually doesn't justify the increase in media cost.

Research reports on the impact of display advertising on search
http://www.icrossing.com/research/the-effects-of-display-media-on-search-traffic.php
http://www.iprospect.com/about/researchstudy_2009_searchanddisplay.htm
http://www.atlassolutions.com/news_20060721.aspx
And I'm sure there's more ...

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Filed under  //   advertising   christian bartens   display   icrossing   research   resports   search   sem   seo  
Posted by Christian Bartens 

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August 28, 2009

Mindset Media: target ads based on personality not demographics or behavior

via mindset-media.com

Mindset Media lets advertisers define their targets on 21 standard elements of personality including segments such as 'perfectionism' and 'optimism'. Interesting approach, powerful if creative and message are matched to segments but wonder how they define and identify their segments? Surveys? Focus groups?

http://www.mindset-media.com/

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Filed under  //   advertising   campaigns   christian bartens   customers   display   mindset media   personality   targeting  
Posted by datalicious 

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