The
Silent Click: Building Brands Online
This
study released today (June 18) by the Online Publishers Association (OPA)
coincides with its "Eyes on the Internet" tour kicking off in San
Francisco. “The Silent Click: Building Brands Online” study conducted by
comScore, assessed 80 big branding campaigns across 200 of the most
trafficked sites.
During
the "Eyes on the Internet" tour, the OPA will address the findings and
host panel discussions with senior agency and marketing executives about
effective ways to measure the impact of branding campaigns beyond the
click.
The
study is for analyzing consumer behaviors of those Internet users who
were exposed to
display advertising. "The Silent Click" measured three
consumer actions: 1) searches conducted related to the advertisers'
brands; 2) site visitation, the traffic driven to the advertisers' site
and 3) consumer spending, the e-commerce transactions related to the
advertisers' brands.
For
consumers exposed to brand display ad campaigns, the research found
that:
-
One
in five conduct related searches and one in three visit the brands'
sites
-
Users
spent over 50% more time than the average visitor to these sites and
consumed more pages
-
Users
spent about 10% more money online overall, and significantly more on
product categories related to the advertised brands
-
Higher income audiences visited the
advertisers’ sites
Another research report indicates that
Internet advertising is getting slower. Internet advertising revenues in
the U.S. were just $5.5 billion for the first quarter of 2009, according
to the numbers released by the Interactive Advertising Bureau (IAB) and
PricewaterhouseCoopers LLP (PwC). And the figure represents a 5% decline
over the same period in 2008. (Read:
Internet Advertising: From Slow to Slower)
As consumers are now spending more time online, it's
believed that marketers
are exploring new options to attract the eyeballs.
"Marketers recognize that consumers are spending nearly 40% of their
media time online, making it an ideal place to deliver their brand
messages. To date, measuring a brand campaign meant relying on the
click, a metric more appropriate for direct response advertising. In
order to understand the value of the audiences that display advertising
attracts, our study helps marketers think about real behavioral measures
designed to move the needle," said Pam Horan, president of the Online
Publishers Association.
The
OPA's annual "Eyes on the Internet Tour" will stop in San Francisco on
June 18, Chicago on June 23, and New York on June 25.
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