Silicon Alley Insider: Hey, Online Display Ads Don’t Suck After All!

Posted: July 7th, 2009 | Author: vlad | Filed under: Quote |

# 1) The Click Isn’t Everything - Currently, rich media CTRs average about 0.1%, with entertainment sites having the highest CTRs at 0.17% and Fin. Services having the lowest at 0.06%. Also, 80% of display ad clicks come from less than 20% of the Internet population, indicating that clicks are not necessarily as relevant to brand advertisers.

# 2) Display Impacts Search 4 Weeks After Exposure - According to comScore’s analysis, there was more than a 50% lift in ‘Net users conducting a query on a brand term one week after exposure to the display ad. After four weeks, the lift was around 38%, which is still significant. Indeed, a month after viewing the ad, 30% of ‘Net users actually visited the advertiser’s site.

# 3) Branded Display Improves Advertiser Site Engagement - Those who viewed a branded ad in this study spent around 34 minutes per unique visitor on the advertiser’s site, which was a 55% lift in time spent vs. the 22 average minutes per unique when they were not shown the ad.

# 4) Branded Ad Campaigns Improve eCommerce Spend By An Average Of 7% - When comparing the users who were exposed to the branded ads vs. those not exposed, comScore found a 7% lift in average eCommerce spend per ad site visitor. Specifically, travel spend was 9% higher among exposed users, CPG spend was 14% higher, and consumer electronics was 22% higher.

Hey, Online Display Ads Don’t Suck After All!

The 7% eCommerce lift is especially interesting. 

2 Comments on “Silicon Alley Insider: Hey, Online Display Ads Don’t Suck After All!”

  1. 1 Brooks Jordan said at 6:23 pm on July 16th, 2009:

    Interesting numbers, Vlad. Thanks for sharing.

    It would be great if the connection between display and a subsequent search query could be tracked and measured.

  2. 2 vlad said at 8:18 am on July 17th, 2009:

    The connection between display and search *clicks* is easy enough to track. In essence you can also extrapolate that the more search clicks are generated by display, the more actual search queries there are (assuming a certain CTR, let’s say around 1%).

    Research companies also increasingly try to come up with this data from their samples.

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