Search as a form of “insurance” for investment in display advertising

Yes, that's what you can get using display advertising and search for your campaign. according to iProspect’s “Search Engine Marketing and Online Display Advertising Integration Study”, a really interesting study conducted by Forrester Research.

Relationship between search and online display is closer than many marketers might think, iProspect said, noting that internet users initially respond to online display advertising as follows:
■31% respond by directly clicking on an ad.
■27% respond by searching for the product, brand, or company by launching a search on a search engine.
■21% respond by typing the company web address into their browser and directly navigating to the website.
■9% respond by investigating the product, brand, or company through social media venues.
“The key message from this study is that online display advertising is far from dead - its 31% direct response rate confirms that,” said Robert Murray, CEO, iProspect. “However, it is interesting to see that almost as many people initially respond to display ads by performing a search as those who actually click on an ad. In essence, search becomes an alternative mechanism for internet users to respond to online display.”

you can read more about display adv redemption and CTR here

Full article here

European Advertising Market - Marketing directors & Media Buyers Survey by Credit Suisse

Vi interessa sapere quali sono le prospettive del mercato adv in Europa? quali i trends dei principali media? quali le opinioni di direttori marketing e media buyers? Questo report di Credit Suisse vale certamente 15 minuti della vostra attenzione!

Mi permetto di riportare un estratto delle evidenze che ho trovato più interessanti e sulle quali riflettere:

”Internet continues to grow at the expense of TV, Print, Radio and Outdoor, even in the downturn. Some investors argue these structural issues are widely recognised and priced in. We disagree: the overwhelming response pointed to almost an acceleration of this trend, and our profitability analysis shows Media operating margins in general have yet to feel the pain.”

Le cifre evidenziate per cinema, i giornali e la pubblicità esterna sono già piuttosto drammatiche ma, se non fosse sufficiente, i commenti dei direttori marketing (pag. 9) sono:“more focus on new media - interaction with final users.” “We will move more money to online - both display and paid search. We will spend less money in print and auxiliary mediums such as radio and digital TV.” “Internet - +20% (paid search but also significant uplift in natural search engine optimisation programmes).”

Il ROI era e sara' ancora di piu' priorita' per i media buyers che definiscono senza mezzi termini come the Losers: Print (-11%), Radio (-9%) and Outdoor (-8%).

Ulteriori commenti significativi da parte dei buyers sono:”Again, a big focus on ROI and correspondingly the Internet as an increasingly effective medium”, “More focus in online”, “Digital is now gaining critical mass in a lot of markets, and this, coupled with the transparency of the medium, means we will be focusing more and more on digital”, “Economic recession causes decrease in advertising expenditure, forcing us to allocate our resources in different and more effective media.““Internet is increasing penetration and, most of all, time spent on medium.”

Potete scaricare il report qui