So banner ads work. Specifically, consumers exposed to banner ads are more likely to search for brand terms than those who aren’t. Display ads boost both paid and organic searches and clicks.
According to an article on MediaPost, the post-campaign lift numbers ran like this:
Automotive 144% CPG 22% Health 260%
News & Media 144% Personal Finance 206%
Retail 69% Travel & Tourism 274%
AVERAGE LIFT: 155%
Source: comScore Ad Effectiveness Data, December 2008
So basically, these people spent twelve months and god knows how much money to learn… ADVERTISING WORKS!
Why is this news? Does anyone in our business read this story and think “well, that’s a bit of a shocker”?
Sadly, experience says that too many do: too many marketing people lack faith in our business. To me, that says they have either gotten too far away from the core of the advertising business…or they should get away now.
By Dennis Ryan, CCO, Element 79