- Cross Channel Ad Effectiveness

“Power of Three”

Background

Search and Display - “Power of 2”Search and Display - “Power of 2”

Display paired with search:

• Increased search click volume by 22%.

• Increased conversion rate by 41%.

• Increased total search conversions by 80%.

Recent research study shows the high impact of display on campaign performance when combined with search.

Avenue A: Actionable Analytics

Display Media Increased Search Click

Volume by 27%.

Display Media Increased Conversion

Rate by 41%.

Display Media Lifted Total Search

Conversions by 80%.

X 1.7% = 216X 1.2% = 120

Indexed click conversions given

display media exposures

Incremental Search Conversions 96

Source: Avenue A | Razorfish, Inc.: Actionable Analysis Study, 2007

Understand Synergy ofUnderstand Synergy ofSearch, Display & Content AdsSearch, Display & Content Ads

Advertisers

Objectives and MethodologyObjectives and Methodology

ObjectiveUnderstand the incremental brand lift that a Search Campaign receives when running together with display and/or content ads.MethodologyThe research was conducted with 120 participants, in a lab, using eye-trackingstudies and post session with Enquiro Research

Display + Search + Content

Display + Search VS

VS Search + Content + Display

Search + Content

Search + DisplayVSSearch

Campaign

DisplayCampaign

Executive SummaryExecutive Summary

There is a strong and consistent correlationbetween brand lift and multiple ad exposures across Microsoft search, display and content ad channels.

Overall the advertisers’ online advertising campaigns across Microsoft search, display and content ad channels delivered a synergistic branding impact

compared to single channel ad campaigns.

“Power of Three!”

Key Findings

Key Findings Key Findings

• Search, display and content ads are effective online channels in driving branding metrics, however, they generate a stronger impact when combined

• From a search campaign perspective, adding both a display and a content ad campaign is more effective than adding either a display or a content ad campaign

– 38% lift in ad recall – 35% in brand recall– 27% in message recall– 27% in purchase intent

• Similarly, by adding both a search and a content ad campaign to a display campaign, it generates more impact than adding one or the other

– 23% lift in ad recall – 38% in brand recall– 29% in message recall– 35% in purchase intent

• Multiple exposures through search, display and content ad channels translate into 11.3 % more fixations and gaze time over search alone

Lift for a Search Campaign (Index 100)Lift for a Search Campaign (Index 100)

Ad Recall• + content: 121• + display: 130• + content & display: 138

Brand Recall• + content: 115• + display: 123• + content & display: 135

Message Recall• + content: 110• + display: 117• + content & display: 127

Purchase Intent• + content: 113• + display: 113• + content & display: 127

Lift for a Display Campaign (Index 100)Lift for a Display Campaign (Index 100)

Ad Recall• + search: 115• + content & search: 123

Brand Recall• + search: 125• + content & search: 138

Message Recall• + search: 119• + content & search: 129

Purchase Intent• + search: 123• + content & search: 135

ImplicationsImplications