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The Universal Ad team is composed of experts in the field of Retail Advertising & Promotions. Our On Demand Promotions (ODP) software suite fully automates the planning, management and production of their promotional advertising.

The ODP Suite enables retailers and their service providers, such as ad agencies, printers and wholesalers to reduce costs by more than 50% and cut production time by up to 90%, while maintaining full creative freedom (no templates!)
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The Retail Advertising, Marketing and Promotions Blog: Using Search and Display Advertising To Build Branding

Using Search and Display Advertising To Build Branding

Posted by Universal Ad at Tuesday, March 25, 2008 7:53 AM

Categories: Advertising

Today, our daily offering to the RetailAMP gods includes several articles on how to use online search, banner and display ads to engage and capture consumers.

Using Search and Display To Build Branding - Online users exposed to both search and display ad campaigns purchased products and services 244% more online and 89% more offline compared to users who were not shown the ads. This means that advertisers and brands whose Internet spend is largely dedicated to SEO/SEM and lead generation are surrendering significant market share, as well as opportunities to push brand awareness.
Grabbing Those Valuable Search Minutes - US Internet users are expected to spend less than 5% of their online time using search versus nearly 50% of their time on content sites. Yet in 2007, paid search advertisers spent $5.07 per hour of consumer search usage, compared with only 49 cents per hour spent for display advertising for the time users spent on content sites.
Why Online Display Ads Still Matter - Yahoo! is an attractive target partly because it commands high rates for ads placed on its own site, with nearly one-fifth of 2007 online display ad spending going to the site. In fact, Yahoo!'s $12.65 CPM was three times greater than MSN, 50% greater than Myspace.com, and about four times greater than AOL. Google has glamour, while paid search ads do not, but they still bring in the bucks.
Paid Search Reaches Big-Ticket Item Consumers - 9% of Internet users are "influenced" or "greatly influenced" by sponsored links when it comes to searching for products or services on the Web. These users were often prime targets for those ads in the first place--as a significant portion of them said that they'd be undergoing major life changes that warranted big-ticket purchases like computers and furniture within the near future.

Finally, a troubling comScore research report (covered by eMarketer, MarketingSherpa, Chief Marketer and ClickZ) that marketers using banner ads must take into account. It seems that 50% of all banner-ad clicks come from consumers between the ages of 25-44, with a household income under $40,000 (despite comprising only 6% of the online population). In fact, 16% of Internet users click on 80% of ads and close to 70% the online universe doesn't click at all.

Furthermore, there didn’t appear to be any correlation between measured attitude towards a brand and the number of times an ad for that brand was clicked. Therefore, "while the click can continue to be a relevant metric for direct response advertising campaigns, this study demonstrates that click performance is the wrong measure for the effectiveness of brand-building campaigns. Ultimately, judging effectiveness by clicks can be detrimental because it overlooks the importance of branding while simultaneously drawing conclusions from a sub-set of people who may not be representative of the target audience.

Posted by Universal Ad