Real Branding Implications of Digital Media – SEM, SEO, & Online Display Advertising Study.
October 8, 2010
iProspect wanted to examine how mere impressions of various digital media assets – and combinations thereof – produced brand lift. To that end, the company commissioned comScore to develop and conduct research with the objective of uncovering the true effect of the digital media channels, and the effect of branding on customers’ purchase paths.
The research spanned organic search impressions, paid search impressions, online display ad impressions, and all combinations thereof, across 15 brands within five vertical industries: retail, insurance, banking/financial services, software, and hotels.
The research involved both real-time monitoring of Internet user behavior, as well as post-behavioral surveying of those users. Panelists were surveyed about the brands they had been exposed to via these various digital marketing assets.
The findings, analysis, and implications of the research are detailed within this paper in aggregate and by vertical industry. These findings provide new insight on the value of search engine marketing and online display advertising as branding channels, and should assist marketers in planning their digital marketing initiatives cohesively and with the most positive success metrics.
To download report CLICK on link below;
http://www.iprospect.com/premiumPDFs/researchstudy_digitalmedia_2010.pdf>
