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Research Study Shows that Automotive Display Ads Lift Dealer Results from Paid and Organic Search by 144%

Across multiple industries, online display ads lift paid and organic search engine marketing results by an average of 155%... The presence of display advertising significantly affects click-through and search style across paid and organic searches and such ads can lift both types of search an average of 155%, according to a study by Specific Media that was reviewed, validated and published by MarketingVox.

The study, which demonstrates a correlation between display advertising and search, finds that consumers exposed to display advertising are more likely than unexposed consumers to search for brand terms (such as “BMW” in the automotive category), and segment terms (such as “635 CSi”).

Results by segment:

* In the “travel and tourism category,” display advertising lifted paid and organic search 274%.
* A 260% lift was seen on searches in “health.”
* “Personal finance” saw a 206% increase.
* “Automotive” and “news and media” enjoyed a 144% search lift
* “Property and real estate” rose 125%.
* In “retail,” display advertising drew just a 69% lift in search.
* “Consumer packaged goods” saw the slightest increase - only 22%.

“Specific Media provides its brand advertisers with unique post-campaign reporting tools that show how their display campaigns impact search, site visitation and engagement,” said Chris Vanderhook, COO, Specific Media. “We’ve always known that display advertising significantly impacts consumer activity, now we provide brand advertisers with the tools and validation to verify and quantify that impact."

About the study: The study leverages 12 months of proprietary Specific Media Ad Effectiveness data backed by comScore, tracking more than 60+ Specific Media campaigns to draw averages demonstrating the direct correlation between display advertising and search.

FROM RELATED MARKETINGVOX ARTICLE:

Display Ads Put Searchers in a Branded State of Mind

A Specific Media study finds the presence of display advertising significantly affects click-through and search style across both paid and organic searches.

In the "travel and tourism" category, display advertising engendered a 274% lift on both paid and organic search. A 260% lift was seen on searches in realm of "health," while "personal finance" saw a 206% increase.

"Automotive" and "news and media" enjoyed a 144% search lift, while "property and real estate" demonstrated 125%.

"Consumer packaged goods" saw the slightest increase — 22%. And in "retail," display advertising drew just a 69% lift in search.

Findings suggested consumers exposed to display ads are more likely to search for brand terms (like "BMW") and segment terms (like "635 CSi") than unexposed ones, according to Specific Media.

The research tracked 60 Specific Media campaigns, then integrated its findings with 12 months of "ad effectiveness" data backed by comScore, wrote MediaPost.

Recently, Yahoo announced plans to incorporate Search Assist into its Image Search function. Search Assist will serve image previews — intended to encourage specificity — as users type in their queries.

AS PUBLISHED BY SPECIFIC MEDIA:


Check out what we've been up to.
Specific Media Launches First Annual Benchmark Study Proving Display Ads Drive Consumers to Search
Proprietary Research Leverages comScore Data Spanning 60+ Specific Media Campaigns To Provide Brand Advertisers with Measurable Impact

Irvine, Calif. – December 3, 2008 – Specific Media, the world's largest independent media platform, today unveiled new research that shows display advertising significantly lifts search activity. The study leverages 12 months of proprietary Specific Media Ad Effectiveness data backed by comScore, tracking more than 60+ Specific Media campaigns to draw averages demonstrating the direct correlation between display advertising and search. The benchmark study provides brand advertisers with unique, measurable insights into the effectiveness of their display advertising campaigns.

"Specific Media provides its brand advertisers with unique post-campaign reporting tools that show how their display campaigns impact search, site visitation and engagement," said Chris Vanderhook, COO, Specific Media. "We've always known that display advertising significantly impacts consumer activity, now we provide brand advertisers with the tools and validation to verify and quantify that impact."

The study demonstrates that consumers exposed to display advertising were more likely to search for brand terms (i.e. automotive manufacturer), and segment terms (i.e. vehicle class), than unexposed consumers. Segmented results include:

Display Advertising Lift on Search Activity by Advertiser Category:
Automotive.............................................................144%
CPG........................................................................22%
Health....................................................................260%
News & Media........................................................144%
Personal Finance....................................................206%
Property & Real Estate............................................125%
Retail.......................................................................69%
Travel & Tourism......................................................274%
--------------------------------------------------------------------------------------
Average Lift.............................................................155%


Averages based on comScore Ad Effectiveness data for Specific Media display advertising clients over 12-month period ending August 2008.

The study shows that display advertising has a direct impact on both paid and organic searches and clicks. "As advertisers look to control their media spend, measure impact and validate the effectiveness of their marketing efforts, strategies that lift organic traffic are invaluable," said Vanderhook.

Through a suite of pre- and post-campaign reports, utilizing data from comScore and other leading industry sources, Specific Media is the only advertising network offering online advertisers a truly cumulative view of campaign effectiveness, delivering valuable best practices data for current and future media planning.

About Specific Media (www.specificmedia.com)

Specific Media is uniquely positioned as the world's largest independent media platform, solving the reach and data problems facing today's advertisers. Specific Media enables advertisers to target consumers throughout North America and Western Europe based on demographics, behaviors, geographic locations and the contextual relevance of websites visited. Specific Media's Premium Network reaches more than 150 million US consumers and 225 million consumers globally each month. With a relentless focus on delivering measurable, predictable results in a brand-friendly environment, Specific Media is defining tomorrow's marketing standards, today.

Contact:
Jeff Seedman / Patrick Burek
Ruder Finn, Inc.
310.882.4009 / 212.715.1542
seedmanj@ruderfinn.com / burekp@ruderfinn.com

Christine Schoultz
Specific Media
949.861.8898
cschoultz@specificmedia.com

About the Automotive Digital Marketing Professional Community

The Automotive Digital Marketing (ADM) Professional Community website is built on a perpetually growing"Viral Expansion Loop" Networking Platform and serves Car Dealers, Dealership General Managers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers, Sales Managers, Service Managers, Service Advisors, Parts Managers, Fixed Operations Directors and their teams. Launched at the beginning of January 2008, ADM has emerged as a valuable and proven resource for the entire spectrum of automotive marketing and Internet sales related professionals. Interactive Media and eCommerce Professionals at car companies (OEM) and tier 1 and 2 advertising agencies who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevant and timely topics visit ADM on a regular basis or subscribe to the many RSS feeds available within the ADM community.

ADM is a great place for Tier 1, Tier 2 and Tier 3 automotive marketing and advertising practitioners, as well as Webmasters, dealer web site managers, automotive software developers and information technology solution designers to get new ideas and stay up to date on the challenges facing retail automotive Internet sales practitioners. ADM serves Automotive CRM and Lead Management suppliers, vendors, application developers and their affiliated sales professionals as an online exchange for strategy, tactics, best practices, files, resources and contacts that create powerful networking relationships within the auto industry.

NETWORKING OPPORTUNITIES
Did you know there are now over 1,750 members on Automotive Digital Marketing Professional Community?
Have you reached out to connect with important ADM member contacts by asking them to be your Friend?

AUTOMOTIVE IMAGE AND PHOTO RESOURCES
Did you know that there are over 4,000 photos listed on Automotive Digital Marketing Professional Community?
And, do you know that many of these images are actually charts and graphs of the latest marketing trends and research? Did you know that many of these photos are actual ads used by dealers that worked exceptionally well? There have been over 4,000 photos uploaded and made available for use by all ADM members.

AUTOMOTIVE VIDEO FILE HOSTING
Did you know that there are more than 650 videos on Automotive Digital Marketing Professional Community?
Have you seen how many of those videos are actual examples of marketing campaigns and business processes used successfully by some of the leading and most successful dealers in America?

GET ACCESS TO AUTOMOTIVE ARTICLES AND PUBLISH YOURS
Did you know that there are over 450 blog posts on Automotive Digital Marketing Professional Community?
When was the last time you posted a blog entry and let important ADM industry professionals know what you are up to? Have you checked ADM for the latest articles published by writers who walk the talk? Members have created more than 460 blog posts within their ADM provided websites that feature online file storage and personalized blog hosting at no cost to ADM members.

SOMETIMES CONTROVERSIAL, BUT ALWAYS FASCINATING AUTOMOTIVE DISCUSSION FORUM
Did you know that there are over 400 forum topics on Automotive Digital Marketing Professional Community?
Have you checked the forum lately to see what your associates, clients and colleagues are saying?
Have you posted a forum discussion to see what other professionals have to say about the topic?

There have been over 400 discussions started and still active with ongoing comments and information being published daily within the ADM Forum.

SPECIALIZED AUTOMOTIVE PROFESSIONAL GROUPS
Did you know that there are more than 25 professional groups on Automotive Digital Marketing Professional Community?
Have you joined any groups so that you can send messages to all other group members?

EVENT CALENDAR FOR AUTOMOTIVE PROFESSIONALS
Did you know that there are Important Upcoming Automotive Digital Marketing Events listed on Automotive Digital Marketing Professional Community?
Have you posted what you or your organization considers to be important upcoming events on the ADM calendar so that other professionals will know about them, consider attending and register their intent? ADM members can create calendar events using the ADM site application that allows image and logos, links to registration pages, location maps that integrate with Google Maps, Outlook Calendar integration, invitation mailings using uploaded email lists, RSVP tracking and event management features and a whole lot more.

MUSIC AND AUTOMOTIVE PODCASTS
Did you know that there are more than 500 songs on Automotive Digital Marketing Professional Community?
Have you checked out what other automotive professionals are listening to?
Did you know that many of these songs are automotive marketing and Internet sales best practice Podcasts, and that many other MP3 files available are examples of highly effective radio spots, along with powerful and engaging dealer website soundtracks?

If you are interested in visiting and perhaps joining the Automotive Digital Marketing Professional Community, go to: http://www.AutomotiveDigitalMarketing.com

> The ADM Professional Community is all about car dealers using the web to generate sales leads and Internet sales. Automotive Internet sales and digital marketing professionals working with Acura, Audi, BMW, Chrysler, Dodge, Ford, Toyota, Chevrolet, Chevy, Honda, Nissan, GMC, GM, Mercedes-Benz, Lincoln, Mercury, Mini, Jeep, Volvo, Saab, Hummer, Cadillac, Buick, Pontiac, Saturn, Lexus, Porsche, Hyundai, Kia, Suzuki, Subaru, Volkswagen and other automotive franchises are ADM's most prolific members. Used car and automotive remarketing professionals will find a treasure trove of data, files, best practices, strategies, tactics and great contacts within the industry available at ADM.

ADM is proud to serve as an online meeting place, networking tool and idea exchange for car dealership suppliers and automotive web solution providers such as ADP Dealer Services, The Cobalt Group, The Reynolds and Reynolds Company, BZ Results, ADP Dynamic Websites, Dealer.com Automotive Websites, Dealerskins, Izmocars and Izmo CRM, TK CarSites, Autobase, DealerTrack, Arkona, Reynolds Web Solutions, Clickmotive, Xi Group and other dealership technology suppliers and vendors.

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Tags: Internet sales for car dealers, automotive advertising, automotive display ads, automotive marketing, dealer results, digital advertising, display ads lift search results, organic search, paid search advertising, sem, More…seo

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