Whither the Click? comScore Brand Metrix Norms Prove “View-Thru” Value of Online Advertising

Cost Per Click Based Advertising Models Fail to Monetize the Full Impact of Online Ad Exposures for Publishers

SUMMARY OF FINDINGS
As measured by comScore, click rates on online display ads have fallen dramatically in recent years to levels under 0.1%.

Additional research conducted by comScore and the media agency Starcom USA has shown that there is no correlation between display ad clicks and brand metrics, and show no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked. This research suggests that when digital campaigns have a branding objective, optimizing for high click rates does not necessarily improve campaign performance.

Does a low level of clicks indicate that online display advertising has no impact on consumer behavior? The results of research conducted by comScore and presented in this paper show that this is not the case.

By examining 139 online display ad campaigns conducted across a variety of vertical industries, including Retail & Apparel, Travel, CPG & Restaurant, Finance, Automotive, Consumer Electronics & Software and Media &
Entertainment, comScore has confirmed substantial effects.

It’s clear that display advertising, despite a lack of clicks, can have a significant positive impact on:

• Visitation to the advertiser’s Web site (lift of at least 46% over a four week period)
• The likelihood of consumers conducting a search query using the advertiser’s branded terms (a lift of at least 38% over a four week period)
• Consumers’ likelihood of buying the advertised brand online (an average 27% lift in online sales)
• Consumers’ likelihood of buying at the advertiser’s retail store (an average lift of 17%)

Read How Online Advertising Works: Whither The Click? Press Release

RESTON, VA, November 17, 2008 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the availability of its comScore Brand Metrix norms database, compiled from nearly 200 brand impact studies conducted across a range of industries and online ad campaigns.

comScore Brand Metrix is a breakthrough service for measuring the effectiveness of online advertising campaigns in meeting branding objectives such as heightened brand awareness, improved attitudes toward the brand, increased purchase intent -- and ultimately incremental purchasing. ...

Download How Online Advertising Works: Whither The Click?

PDF format, 322KB, 16Pages.

Gian M. Fulgoni
Executive Chairman, comScore, Inc.
Marie Pauline Mörn
Director, Product Management, comScore, Inc.

PREPARED FOR
Empirical Generalizations in Advertising Conference for Industry and Academia
December 4-5, 2008
The Wharton School
Philadelphia, PA

Visit comScore, Inc. Website

ABOUT COMSCORE

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing.

comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes.

comScore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI.

comScore services are used by nearly 900 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and Expedia.

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