17 Mar 10

The Impact of Display

Last week, the online digital measurement tool Comscore announced the release of a new report, based on numerous studies conducted across the European Market.

‘How Online Advertising Works: Whither the Click in Europe’ revealed the following key points on the impact of display advertising:

• Users exposed to display ads in Europe are 72% more likely to visit the advertiser’s website
• After viewing a display ad, European users are 94% more likely to carry out a search query on the advertiser’s brand.

The above statistics compare very favourably to advertising effectiveness studies conducted in the US, which show a 49% lift in site visitations and a 40% increase in trademark advertiser search queries following exposure to a display ad.

According to the report, this higher response rate to European adverts could be attributed to a number of factors, including the UK’s high search activity and Europe’s exposure to fewer online adverts compared with the US.

Perhaps of more interest however is the report’s assertion that European consumers are more likely to engage with rich media adverts than in the US - highlighting that European, and in particular UK advertisers may be outperforming their US counterparts creatively.

These findings are certainly interesting to note, and overall can only mean good things for the future of the European digital advertising industry.