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Is Display Advertising Still a Healthy Form of Marketing?
IS DISPLAY ADVERTISING
STILL A HEALTHY FORM OF
Brought to you by: fiS¢‘ IHEGCOCHVG
‘ There is a lot of industry chatter
around the impact of display advertising.
Does display advertising work
Are consumers impacted even if they don’t click on ads?
Is there value in view—through conversions
DIRECT MARKETING PURISTS ARGUE
THAT DISPLAY ADS DON’T WORK
because click rates can be relatively low and click conversions
are infrequent. So they must not have an impact, right?
But, what about those people who are exposed
to banner ads or pre-roll video without clicking
and then take action thereafter (also known as
a view-through conversion)?
Should the ad get any credit for the action?
We decided to run a test to find out:
We selected an audience and split it into two groups —
one that was exposed to a real display ad (exposed group) and one that
was served a fake ad (control group).
The rate at which people in the Y D U
CONTROL GROUP °”“'“5V9"
subsequently converted “ME
The rate at which people in the
THOSE IN THE EXPOSED GROUP AND THOSE IN THE
CONTROL GROUP WOULD CONVERT AT THE SAME RATE
We selected the same ~ .
targeting parameters Geographm
for both groups 090 Behavioral
Q Q "I Contextual
then randomly split them into 2 gr ups
. . -ﬁ: ~'%"'. ~’Pw’l Ex’: -'fI‘i . ‘.l. l.IlF‘l‘l7E‘ lIflIIF‘lr‘lii 1t 5 I.
Hf, I It-ﬁr‘ t. :l“'
No one clicked on
the ad and converted,
of course, because the ad would
take users to a page for the
Public Service Announcement.
However. a small number of people that saw the
ad converted and were counted as view-through
conversions for the control group.
llrgr‘ ( ; :‘, Il.
A small % of the audience
but many people exposed did convert.
Those people were counted as view-through
conversions for the exposed group.
Additionally, the brand was able to establish a cost of incremental action.
This allowed it to decide whether or not display advertising was
worth the investment. in this case, the brand could choose to either:
Not spend on display advertising (control), in which case
they will still get some leads.
' Z I f T 1 1 1 1 I 1 I X j T X j ‘
Spend on display advertising knowing exactly what the cost-per-action
6 was and decide if it was worth it. For Miami Children's Hospital, the
investment was justiﬁed and display advertising proved to be a healthy
With statistical significance, the test showed that
the rate of conversion for those exposed to
the brand’s ad was higher than the control.
If you can properly account for view-through
conversions, you can better assess the value
of your display advertising program.
This will help you determine if it's the right investment for you.
To get the most out of your display campaigns, make sure you:
implement advanced I t _
Set clear goals ta'9°“"9 I? "V93 '" Measure
personalization I°3t| _"9 the impact
@- AB %
For more information on display advertising, and for any
other digital marketing and analytics questions,
please visit www. riseinteractive. com
or email us at info@riseinteractive. com.
sign up for our free monthly eMagazine, Burst.
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