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 display ads. Show all posts
Showing posts with label display ads. Show all posts
Tuesday, 2 March 2010
Wednesday, 12 November 2008
Dapper MashupAds Further Kills Field of Dreams thought process
http://www.dapper.net/
http://www.techcrunch.com/2008/11/10/dapper-mashup-ads-turns-your-website-into-contextual-display-ads/
It's not news that click through rates are not that high from an industry average level. Why is that? There are several reasons but one of the main ones is that users don't want to leave the site that they are already visiting. Another reason is that the ads that aren't relevant to what they are seeking.
A new type of ad from Dapper is helping the cause of the display ad. The concept is simple but effective: take the latest and relevant content from an advertisers website and pipe it into a banner ad. This basically makes the ad a mini website for the brand or publisher. As that should be the goal of any advertiser with the way that broadband penetration rates are going, this is a good service to check out.
According to the article, they are seeing 3-5x improvement in click through rates by using these types of ads.
Rick
http://www.techcrunch.com/2008/11/10/dapper-mashup-ads-turns-your-website-into-contextual-display-ads/
It's not news that click through rates are not that high from an industry average level. Why is that? There are several reasons but one of the main ones is that users don't want to leave the site that they are already visiting. Another reason is that the ads that aren't relevant to what they are seeking.
A new type of ad from Dapper is helping the cause of the display ad. The concept is simple but effective: take the latest and relevant content from an advertisers website and pipe it into a banner ad. This basically makes the ad a mini website for the brand or publisher. As that should be the goal of any advertiser with the way that broadband penetration rates are going, this is a good service to check out.
According to the article, they are seeing 3-5x improvement in click through rates by using these types of ads.
Rick
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