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BizReport : Advertising archives : November 15, 2010

iProspect: The right ad combination will increase results

It is understood that online ads work together to increase engagement and purchase intent, but many brands are still struggling to find the right combination. A new report from iProspect and comScore may be the answer these brands need. From branding influence to success, the right online ad combination is crucial.

by Kristina Knight

iProspect.jpgSearch marketing may be the main purchase intent factor for online marketers. The report found that paid search results increase purchase intent by 44% while paid search combined with other ad options increase purchase intent by more than 50%. In fact, nearly all ad categories were impacted by online advertising with the lone exception being brand trust. The trust factor was not impacted by digital advertising.

Researchers further found:

• Paid and Organic search combinations increase purchase intent by 73%
• Organic search and Display combinations increase purchase intent by 16%
• For the hotel vertical, paid/organic combinations increase results by 147%
• For the financial vertical, organic/display combinations increase results by 64%
• Paid and Display combinations increase brand favorability by 44%
• Paid, Organic and Display combinations increase brand favorability by 48%

In retail, especially, brands need to combine their advertising efforts to include different types of advertising. Researchers found that display increases brand awareness by about 40%; in fact, for retail advertisers display ads have been found to increase brand lift five times more than other types of ads. For the search category, retail brands have seen increases in website visits by about 75%.

Tags: display ads, ecommerce, iProspect, online advertising, organic search, paid search

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