Eyeblaster have released a study that promotes the use of both search and display campaigns working together to provide marketers the biggest return on investment. This is in line with the realisation that simply typing a Web site address into the browser and landing on a page might not make the searcher's intent as apparent as typing a search term into the keyword query box.
The study released Tuesday "confirms" that display ads stimulate search by increasing the speed at which people searching enter the purchase funnel. The act of typing in the keyword "car insurance" for example, tells the search engine to serve up car insurance-related ads. But landing on an automotive Web site doesn't give the ad server much to go on.
The findings suggest that each channel plays a unique role in a campaign. Display increases reach by soliciting as many customers as possible and moving them into the funnel. The role of each is not exclusive onto itself. Conversions make it evident that marketers need a combination of search and display.
Showing posts with label case studies. Show all posts
Showing posts with label case studies. Show all posts
Tuesday, 2 March 2010
Tuesday, 7 October 2008
Good example of offline and online integration: Nissan
From Amy Corr's Media Creativity Newsletter yesterday:
What news and pictures would you like to see on the front page of your Sunday morning newspaper?
That question was posed to subscribers of O Estado De S. Paulo (The State of Sao Paulo), a daily newspaper published in Brazil, over the course of two Sundays.
Sunday subscribers received a blank front page one week, featuring vacant boxes where headlines, pictures and copy normally appear.
Subscribers were given a task: generate the news and pictures that they themselves would like to see in the paper.
Below the fold was an ad for Nissan, the brand behind this initiative. "Escape the pattern. You, yourself should write the news," began the ad.
Inside the ad, created by Lew´Lara/TBWA, were instructions for readers to create their own front page, which consisted of going online, clicking on a Nissan banner ad, writing headlines, uploading pictures and proofing the finished product before submitting the work.
Imagine the surprise of subscribers the following Sunday when each person that submitted a customized front page received their news and pictures printed on the cover of O Estado De S. Paulo. More than 1,000 personalized front pages were created and distributed; a Nissan ad at the bottom of the front page exclaimed, "we proved that deciding what should be the news is out of the pattern."
A full-page Nissan ad on the next page read, "Now that you've read the news, you have a whole day to buy a new car." Subtle, it's not, but it is a great way to connect readers who are used to getting their news from traditional media with digital options to "escape the pattern."
The sheer volume of customization needed to undertake such a project is also impressive, and not seen often in newspaper campaigns.
What news and pictures would you like to see on the front page of your Sunday morning newspaper?
That question was posed to subscribers of O Estado De S. Paulo (The State of Sao Paulo), a daily newspaper published in Brazil, over the course of two Sundays.
Sunday subscribers received a blank front page one week, featuring vacant boxes where headlines, pictures and copy normally appear.
Subscribers were given a task: generate the news and pictures that they themselves would like to see in the paper.
Below the fold was an ad for Nissan, the brand behind this initiative. "Escape the pattern. You, yourself should write the news," began the ad.
Inside the ad, created by Lew´Lara/TBWA, were instructions for readers to create their own front page, which consisted of going online, clicking on a Nissan banner ad, writing headlines, uploading pictures and proofing the finished product before submitting the work.
Imagine the surprise of subscribers the following Sunday when each person that submitted a customized front page received their news and pictures printed on the cover of O Estado De S. Paulo. More than 1,000 personalized front pages were created and distributed; a Nissan ad at the bottom of the front page exclaimed, "we proved that deciding what should be the news is out of the pattern."
A full-page Nissan ad on the next page read, "Now that you've read the news, you have a whole day to buy a new car." Subtle, it's not, but it is a great way to connect readers who are used to getting their news from traditional media with digital options to "escape the pattern."
The sheer volume of customization needed to undertake such a project is also impressive, and not seen often in newspaper campaigns.
Thursday, 4 September 2008
Need examples of Social Media? Use this.
Hello all,
When pitching in ideas around social media, it is always great to show our clients that they aren't going to be the first ones implementing a campaign in this space. However, it is sometimes difficult to highlight examples of how other large companies are leveraging this media vehicle.
Check out the link below for a great curated list of examples (134 at last count!). They are mainly U.S. based but still provide a great framework for brainstorming or for building an education deck.
http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
Happy surfing,
Rick
When pitching in ideas around social media, it is always great to show our clients that they aren't going to be the first ones implementing a campaign in this space. However, it is sometimes difficult to highlight examples of how other large companies are leveraging this media vehicle.
Check out the link below for a great curated list of examples (134 at last count!). They are mainly U.S. based but still provide a great framework for brainstorming or for building an education deck.
http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
Happy surfing,
Rick
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