2. How In Love Is The Couple? “ Display And Search - Perfect Together” - Adotas.com “ Display Boosts Search Performance” - PamojaMedia.com “ Display Ads Drive Searches” - Clickz.com “ Banner Ads Not Dying, Just Misunderstood” - Blog.Wired.com “ Display Ads Plus Search, Lift Conversions 22%” - MediaBuyerPlanner.com
3. Engagement Insights * Specific Media Study Search (Brand & Segment) Advertiser Category 144% 22% 260% 144% 206% 125% 69% 274% 155% Automotive CPG Health News & Media Personal Finance Property & Real Estate Retail Travel & Tourism Average Lift Display Advertising Lift on Search Activity*
4. How Does Yahoo! Measure Engagement? To measure the effect of visitors who engage with display ads and then engage with search ads, Yahoo! provides the Assist metric within its Yahoo! Search Analytics reports. An Assist measures the total number of times that one clicked ad contributed to the conversion of another clicked ad.
5. Assisted Engagement Example A visitor clicks on a Lakers banner ad searching for tickets, but they do not make a purchase. 10 days later, the same visitor searches on Yahoo! for the term “lakers tickets” . They click on the PPC ad, reach the Lakers.com web site, and purchase tickets. The Result: The Lakers display banner will be attributed with an Assist while the search term “lakers tickets” will be attributed with the Conversion 1 2
6. How Engaged Are These Visitors? Display Leads-to-Conversion Rate: 3/125 = 2.4% Display Leads-to-Conversion + Assist Rate: 28/125 = 22.4% Which % would you rather use to optimize your display ad budget?
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10. Engagement Conclusion Visitors who engage with display later engage with search. Assists will change the way you optimize your online ad budgets. The studies are out there, but better measurement of ad engagement needs to take place . Just because an ad does not convert well on it’s own, it doesn’t mean that it’s not valuable.
