See how display advertising impacts every stage of the marketing funnel.

1. DISPLAY ADVERTISING
BY THE NUMBERS
THE IMPACT OF
DISPLAY ON THE
MARKETING FUNNEL
While a customer's journey through the marketing funnel may not always be a linear path,
these common stages tend to exist: brand awareness, education, evaluation, proposal,
and finally purchase. Unlike email and search marketing campaigns, display advertising
touches prospects throughout the funnel, making a significant impact at every stage.
The wide variety of research and campaign results available demonstrate the unique
power of this online channel.
TOP FUNNEL IMPACT
TOP FUNNEL IMPACT
BRAND
AWARENESS
Targeted display ads
increase the
likelihood
to recommend a
brand by 10%. 1
10%
•
INCREASE
IN LIKELIHOOD
TO RECOMMEND
United Internet
Media found that 6%
of participants who’d
previously been unaware
of a particular brand were
able to recall that brand
without assistance after
viewing a display ad. For
aided brand recall, that
rate jumped to 26% of
participants. 2
94%
INCREASE
IN BRANDED
SEARCH
26%
BRAND
RECALL
•
One brand’s display
campaign increased Web
site visits by 72%, and
keyword searches for the
brand increased by
an average of 94%. 3
•
MID-FUNNEL IMPACT
MID-FUNNEL IMPACT
CONTENT
ENGAGEMENT
& EDUCATION
•
After launching a display
ad campaign, Superpages
witnessed a 180% increase
in click-throughs for
its search marketing
campaign. 5
140%
180%
•
LIFT IN
ENGAGEMENT
INCREASE
IN SEARCH
CLICK-THROUGHS
An advertiser saw a
140% lift in engagement
with content site-wide
for visitors who’d been
exposed to display ads. 4
•
82%
MORE
LIKELY TO
DOWNLOAD
Prospects were 82%
more likely to download
content and travel further
into the sales funnel if
they had seen the display
advertisements.
BOTTOM-FUNNEL IMPACT
BOTTOM-FUNNEL IMPACT
LEAD GENERATION &
SALES CONVERSIONS
Salesforce.com used targeted
display to boost form
conversions by 30+%.6
30+%
•
The Direct Marketing
Association drove
400+ leads to its
annual conference
through display ads. 7
MORE FORM
CONVERSIONS
LEADS
GENERATED
•
400+
•
Agency St. Jacques
Marketing used display and
retargeting to generate 61%
of total campaign leads for
its client Supercuts. 8
LEADS
1
2
3
4
5
6
www.bizo.com
61%
7
8
"Conquer the New B2B Marketing Funnel," April 2011, Online Marketing Connect.
“Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe.
“Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe.
“Online display advertising: Its Quantified Effect on Organic Down-Funnel Activity,” 2011, CBS Interactive Insight Series.
“Superpages,” Case Study, Bizo.
"Conquer the New B2B Marketing Funnel," April 2011, Online Marketing Connect.
"The DMA Taps Bizo Audience Marketing to Achieve Conference Goals," Case Study, Bizo.
"Agency Uses Bizo to Drive Qualified Leads for Supercuts, 7-11 Franchises," Case Study, Bizo.