Display Ads Work Better Than We Thought

A groundbreaking study released yesterday says display advertising is more effective than we think. “The Silent Click: Building Brands Online,” was published by Online Publishers Association in partnership with Comscore and features data published in the June 2009 issue of the Journal of Advertising Research. Below are some highlights from the 59-page report.

How Consumers Spend Time Online Has Changed Greatly the Last 5 Years 

• Consumers now spend over 40% of their online time with Content, and only about one-fourth of their time with email and IM

• Community is a relatively new and growing segment

Display Impacts Search 4 Weeks After Exposure 

• This dynamic is important because of the synergy between display ads and search, and because a Trademark or a Brand search is a significant indicator of purchase intent.

Display Ads Also Drive Traffic to Advertisers Over Time

• Display advertising’s ability to drive traffic is persistent

• These significant liftswould be overlooked by only considering immediate actions (e.g., a click)

Read the full study here.