To address advertiser needs for greater measurability and insight, Specific Media conducted a study using Ad Effectiveness data backed by comScore analytics.
The company regularly partners with comScore to deliver to its advertisers Ad Effectiveness reports that validate campaign effectiveness. These reports illustrate the impact of advertiser's display advertising campaigns on consumer's Internet behavior by measuring lift in key areas including reach, engagement, search and competitive share.
Advertisers have long been aware of the benefits of investing in Search
Engine Marketing (SEM), but many are unaware of the synergy between
display advertising and search. The data in this study suggest that display
advertising has a significant impact on search, contributing to lifts in
search for brand and segment terms and incremental subsequent clicks on
paid and organic listings.
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