Display and video ads drive online traffic

29 March 2010

LONDON: Brands using internet display and video advertising in the UK typically enjoy an increase in the number of visitors to their websites as a result.

ComScore, the research firm, and Fox Networks, the advertising network, followed the online activity of 85,000 people in the country in order to assess four marketing campaigns in different categories.

It compared the statistics generated by one group of consumers that were exposed to these efforts with those of a cohort that did not view any of the appropriate executions.

The participating advertisers in the financial services industry saw 5.47% of the members of the first of these segments visit its main portal within four weeks of having seen a display or video ad.

By contrast, only 1.98% of the latter audience chose to follow this course of action over this timeframe.

These totals stood at 4.88% and 0.33% for a travel company involved in the trial, and 1.05% and 0.19% for a communications initiative in the public sector.

Such a trend remained constant for the utilities firm which took part in the test programme, although scores fell to 0.55% for the "exposed" group and 0.05% for the "non-exposed" group.

Overall, 4.3% of the netizens that recorded ten or more exposures to a video ad went on to access the brand's online hub, measured against 2.9% for respondents viewing videos between six and nine times.

Some 2.4% of the sample which registered a commercial impact for the travel operator also searched for more information, while just 0.20% of "unexposed" contributors did the same.

These figures reached 7.43% and 3.97% for the financial services provider in turn, the ComScore–Fox Networks study said.

Looking more broadly, the report stated that even though the UK had a lower clickthrough rate than China, India or the US, other metrics also mattered when gauging success.

"Just because users aren't clicking on ads doesn't mean they're not having an effect," said Francis Turner, sales and publisher services director at Fox Networks.

Ian Armstrong, the manager for customer communications at Honda, the automaker, further suggested that engaging material can help to drive traffic.

"We've been releasing content that will lead to users wanting to find out more about our brand, as shown by an increase in our site traffic," he said.

Data sourced from NMA; additional content by Warc staff