Offline Ads Are Heavy Drivers of Search
Posted by Universal Ad at Tuesday, August 21, 2007 10:33 AM and is filed under Advertising,offline,search 
According to a new Jupiter Research report (detailed here at ClickZ) offline advertising had been a search trigger in the past six months for two-thirds of searchers. Although I've initiated plenty of Google searches based on offline ads, I would never have imagined the number is that high.
Out of those two-thirds, 37% were driven online by a TV ad, 20% by a magazine/newspaper ad, 20% by in-store ads, 17% by radio ads and a smaller number by outdoor ads. The influence was more pronounced for daily searchers, where nearly three-quarters said they searched based on offline ads.
Another important result from this research shows that searches based on offline ads tend to be of high quality - 39% of the consumers who were influenced by offline media ultimately made a purchase at that site. This is higher than the typical conversion rate coming from search or offline channels alone.
Bottom-line - always keep the search aspect in mind when planning ad campaigns. Integrate it so that the content, look & feel of your offline ads are consistent with what searchers will find online. Make the messaging keyword-oriented so consumers know what to search for online (company name, tagline/slogan, product/service names) and make sure your company shows up in search engines for those keywords above your competitors!
Posted by Universal Ad
Out of those two-thirds, 37% were driven online by a TV ad, 20% by a magazine/newspaper ad, 20% by in-store ads, 17% by radio ads and a smaller number by outdoor ads. The influence was more pronounced for daily searchers, where nearly three-quarters said they searched based on offline ads.
Another important result from this research shows that searches based on offline ads tend to be of high quality - 39% of the consumers who were influenced by offline media ultimately made a purchase at that site. This is higher than the typical conversion rate coming from search or offline channels alone.
Bottom-line - always keep the search aspect in mind when planning ad campaigns. Integrate it so that the content, look & feel of your offline ads are consistent with what searchers will find online. Make the messaging keyword-oriented so consumers know what to search for online (company name, tagline/slogan, product/service names) and make sure your company shows up in search engines for those keywords above your competitors!
Posted by Universal Ad
Comments