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Running display ads can significantly improve a concurrent search campaign’s results, according to a new study.
A new study (pdf) from Atlas Institute found a 22 percent increase in conversions when users were exposed to an advertiser’s search as well as display ads, rather than only to the search ad, reports ClickZ (via MarketingVOX). The range of a lift in conversions was 20-65 percent among eight of the 11 advertisers studied; there was no discernable effect on the remainder.
The study examined the behavior of 1.8 million and found a 44 percent overlap of users seeing search and display ads from the same advertiser; that’s a significant number, and marketers should be paying attention, according to the study’s author, Esco Strong.
Those exposed to search ads alone converted at three times the rate as those exposed to only display ads. Those exposed to both converted at four times the rate as display-only. The study was not designed to find the optimal frequency of display ad exposures, but Atlas suggests it’s between 3 and 8 exposures.
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
