Friday, 3 June 2011

Display Ads Lift Branding Metrics - eMarketer

Display Ads Lift Branding Metrics - eMarketer

The lift in likelihood to recommend was nearly three times as high for entertainment industry campaigns as for other campaigns.

Average Lift* in Likelihood to Recommend Advertised Products Among Internet Users in North America Exposed to Online Display Ad Campaigns, by Campaign Type, 2011

Campaigns that feature expandable rich media ads performed best, with a 34.4% lift. Flash banner campaigns underperformed compared to the average. None of the campaigns studied featured only static banners.

Average Lift* in Likelihood to Recommend Advertised Products Among Internet Users in North America Exposed to Online Display Ad Campaigns, by Format, 2011

This research also confirmed earlier findings by Lotame that showed that the likelihood to recommend stat correlated positively with other metrics of brand lift—meaning that the boost in intent to recommend went hand in hand with a boost in other branding metrics.

The closest correlation was with intent to view—for campaigns that advertised a show or movie—followed by purchase intent. Ad recall, clickthrough rate and interaction rate also rose with likelihood to recommend.

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