Here is a great deck from Dave Zinman , Vice President and General Manager, Display, Yahoo! North America, with data proving that display advertising drives search activity. Some of the highlights include:
- For 60 clients in 8 verticals, display drove 155% lift in Search Activity
- Display drives both branded and generic terms
- Full funnel attribution, as defined by Forrester, “The practice of measuring the correct partial value of each interactive ad that drove a desired outcome" is crucial to measure a campaign’s effectiveness. There’s more to a sale than just the click!
- Case Study: 12% increase in media spend lead to 75% increase in revenue
- Use attribution to become a more effective overall marketer
All in all: There’s more to measuring the effectiveness of a display campaign than just the last click!
Michele Guido
Advertising Account Executive
Neudesic Media Group