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BizReport : Advertising archives : March 12, 2010

comScore: Europeans more in tune with display than Americans

When it comes to advertising, especially display ads, most marketers are content not to increase budgets. Thanks to several studies indicating that consumers ignore or are blind to display ads, many marketers are even cutting back on display in favor of rich media, video and email. But, a new comScore report sheds a bit more light on display advertising - specifically that some regions are more in-tune with display than others.

by Kristina Knight

The comScore report finds that European consumers who viewed a display ad were 72% more likely to visit an advertiser website than consumers who saw no ad. They were also more likely (92%) to query a search engine based on that brand than those who saw no ads. Researchers also found that display ads helped to increase website visits by nearly 50%.

The study also showed that display helped to increase awareness for longer periods of time.

• 1-2 weeks post-exposure, those viewing display ads were 75% more likely to visit the advertiser's website
• 1-2 week post-exposure, those viewing display ads were 89% more likely to query a search engine based on the advertiser's brand
• Three weeks later, those percentages were still strong at 73% and 81% respectively

"Despite the long-held obsession with using clicks to measure campaign performance - which reflect only the immediate impact of an ad -- the comScore studies demonstrate that the Internet is clearly effective as a latent brand-building medium," said Mike Shaw, comScore Director of Marketing Solutions. "Europeans appear to be particularly receptive to online advertising, and whether it's due to better creative, less ad clutter, or greater receptivity to online ads, the implication for brand advertisers is clear: ignore online as a brand-building channel at your own peril."

Why are Europeans more likely to respond to display than Americans? The report suggests that it could be a less cluttered ad space in Europe or the creativity behind European display ads. Whatever the case, brands with an international base or brands branching out into the European adspace should put display on the campaign plate.

Tags: comScore, display ads, display advertising, online advertising

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