Display Ads Drive Searches in Yahoo! Case Study
In a Harrisdirect campaign, being exposed to display ads seemed to dramatically influence search behavior.
In a Harrisdirect campaign, being exposed to display ads seemed to dramatically influence search behavior.
Yahoo has released a case study with financial services advertiser Harrisdirect showing the influence display ads can have on viewers’ search behavior — at least in one three-week campaign on the portal.
The study found that consumers who saw Harrisdirect’s display ads — which appeared in Yahoo Mail, Yahoo Finance and My Yahoo — later did 61 percent more searches on related terms than did a control group who’d visited the same part of the Yahoo network but didn’t see the ads.
Those exposed to the display advertising also clicked on 249 percent more related paid search ads on results pages. Additionally, those exposed clicked on 139 percent more links to the Harrisdirect site, including both organic and paid listings, according to Yahoo
“We wanted to see what type of action, what type of behavior change happens when someone is exposed to a display advertisement campaign,” said Richard Kosinski, category development officer for business and finance at Yahoo “When we saw the results from this particular study we were delighted.”
Kosinski acknowledges, however, that the results from this single study may not translate to other brands or categories.
“This is the first in what we expect to be a series of studies for that exact reason,” he said.
Prior to the study’s start, no Harrisdirect advertising ran on Yahoo for a two week period. Then, during the three-week run of the campaign, the researchers recorded whether someone was exposed to an ad and looked at their search behavior.
Representatives from Harrisdirect weren’t available for comment by press time.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article